#TITLE_ALTERNATIVE#

• Main Author: ANGGAPUTRA (NIM : 29105328); Pembimbing : Ir. Benny S. Gunawan, MBA, TWINADRI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19599
• Institution: Institut Teknologi Bandung

Huge amount of Indonesian citizen makes the property industry become interesting. This industry is still growing although it was crashed by the economic crisis in 1997/1998, and it shown by the fact that developers are starting to develop many property project which cost billion to trillion Rupiahs. A better economic condition has increased consumer's purchase power. Number of sales on the housing sector is also increase year after year affected by the increasing number of housing needs. Developers have always targeted the "new family" segment as the most potential market, until we called it the "red ocean" on the housing industry. This research has been conducted to find a new market segment as the "blue ocean" of the industry, and also an opportunity to be the pioneer or the first in the market. It is all about targeting the senior segment by developing an elder friendly housing which specially occupied by the senior citizens only. <br /> <br /> <br /> Many literature study and also depth interview were made in order to find out the senior's needs, lifestyle, and even their fears. Willingness to fulfill and solve these problems is the reason behind the idea to create Citra Senior Communities as the first integrated elder friendly housing in Indonesia, a place where seniors can reach better quality of life and feels the atmosphere of paradise. Many elder friendly facilities and amenities are built to achieve that purpose, this include the health facilities, self improvement facilities, and also spiritual enrichment facilities. <br /> <br /> <br /> A business model was formed to make sure that the communities are managed and maintained well. One level <br /> <br /> <br /> apartment building and many landed houses will build to give choices for the customers. Selling/buying and renting the properties will become a new investment tools for the investor and the resident as well. Be side that, a wordofmouth marketing concept will be used as the effective and efficient strategy to communicate this senior's new lifestyle all over Indonesia. This project will build in order to help seniors reach their prosperous life.