RECOMMENDATION TO IMPROVE MARKETING STRATEGY PT SENTUL CITY, TBK.

• Main Author: KUSUMAATMAJA (NIM: 29109009); Pembimbing : Reza Ashari Nasution, Ph.D ; Dra. Krisnati Desian, CHRISTY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18218
• Institution: Institut Teknologi Bandung

Sentul City as a property developer have the necessary product to cater to market demand and trend, however the company sales compared to its competitor are still low. <br /> <br /> <br /> <br /> <br /> This research is dedicated to seek the main issue of the company and propose a solution to counter the business issue.By using internal and external factors analysis such as segmenting, targeting, and positioning and marketing mix for internal analysis and using Porter 5 forces and brand equity method for external analysis.I have managed to identify 3 problems, which is undetermined market segment, target, and positioning therefore the customer did not receive necessary information of the company which cause low awareness of the brand. With low brand awareness, level of purchase from customer is also low providing they are not familiar with the product and the brand.By determining a fixed segmenting, targeting, and positioning of the company Sentul City will be able to distribute a more efficient communication and educate the people of Sentul City which will create awareness for Sentul City as green property and generate more sales.