DEVELOPING STRATEGIES BASED ON A BUSINESS MODEL FOR AN ARCHITECTURAL FIRM RELATED TO SUSTAINABLE DESIGN (CASE STUDY: DISCO|VER ARCHITECTURE STUDIO)

• Main Author: RAMADHANI DESIGNERINDY (NIM: 29112021); Final Project Advisor: Dwi Larso, Ph.D, RIZKYA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19346
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> Today the impact of global climate change become a highlighted in environment issue. Awareness of the importance of protecting the environment began since decades ago. Architecture as one of bad influence in emission on building foot print actually can contribute positively through sustainable design concept. Disco|ver is one of architecture firms who positioned themselves as sustainable design expert. <br /> <br /> <br /> The root cause of this research is an increasing need in architecture sustainable design. It was a penetration of sustainable design concept which is implemented in life style and mindset in Indonesia society. The research objective is finding strategy in order to competing business opportunity needs in architecture industry according to Disco|ver’s offer. Disco|ver choose sustainable design as a concept which already grown as lifestyle in almost all over the world. Although sustainable design underdeveloped in Indonesia, Disco|ver can take this business opportunity as a promising target market. <br /> <br /> <br /> Business exploration is explained as Disco|ver’s perspective, literature review in global warming, market research in Indonesia, and sustainable design standards in several countries including Indonesia. Moreover, benchmarks analysis is conducted at two similar architecture firms. Through this research, Disco|ver has four core strategies that developed in tactical steps. Disco|ver’s tactical plans are implemented in fifteen action plans. All of four strategies are integrated among marketing strategy, production strategy, human resource strategy, and financial strategy. The first core strategy is capturing opportunity needs in sustainable design while the second core strategy is increasing business growth. The third one is introducing innovation (new concept) and penetrating existing product and service. The last core strategy is managing company’s cash flow. <br /> <br /> <br /> The action plans are divided in three levels. Immediate plans should be implemented with regard to optimize marketing strategy so that the prospective clients can build awareness of Disco|ver existence with sustainable design as main concept. The immediate plan is participating in architecture seminars and competition in Indonesia and all around the world. The other immediate plans are maximizing Disco|ver online media while encouraging design team to learn more about sustainable design. In short term, Disco|ver plan increase product and service quality so the offers given to the client can be maximum by having two kinds of project. There are focusing project for innovation ideas and focusing project for revenue streams. Another way is taking partnership with third party such as structure engineer, interior engineer, and so on. Lastly, for long term plans, Disco|ver’s objective is to gaining clients’ trust to get loyal clients and save revenue streams. There are many plans for this term, like taking publication for Disco|ver projects into architecture magazine and website as well as collaborating with similar architecture firms and companies to exchange experience. <br /> <br /> <br /> Key words: Architecture, Sustainable Design, Global Climate Change