PROPOSED BUSINESS STRATEGY FOR PT.PERKASA PROPERTIINDO

• Main Author: GEISZ CHALIFAH (NIM 29115356), LUTHFI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22940
• Institution: Institut Teknologi Bandung

PT.PERKASA PROPERTIINDO is a company that are specialized in in real estate and property <br /> <br /> developer, PT.PERKASA PROPERTIINDO established in 2013, and currently focusing on <br /> <br /> building a house in pondok cabe, tanggerang selatan, and up until now they still develop their first <br /> <br /> cluster project Green Q’miri estate <br /> <br /> Property in Indonesia have its ups and down time in the past, and currently Indonesia is still having <br /> <br /> 13,5 backlog units of houses, even tough the needs of house supply is high, PT.PERKASA <br /> <br /> PROPERTIINDO facing a problem in their sales, the result of sales is below company original <br /> <br /> target of sales after running for 3 years PT.PERKASA PROPERTIINDO still have half of the units <br /> <br /> while the target is units will be sold in 1,5 years, to overcome this difficulties author tries to <br /> <br /> formulate a business strategy for PT.PERKASA PROPERTIINDO <br /> <br /> The method that will be used in order to formulate a strategy is doing an analysis of the external <br /> <br /> analysis with PEST, Porters 5 forces, and CPM and internal analysis with Value chain analysis <br /> <br /> and Business model canvas and the result will be used to formulate a SWOT, for strategy <br /> <br /> formulation that will fit with the company condition author will use Strategy diamond model and <br /> <br /> Important performance analysis for implementation plan <br /> <br /> Based on the result of this research, current condition of PT.PERKASA PROPERTIINDO is in <br /> <br /> weak position in competitiveness in the industry, based on author analysis cost leadership strategy <br /> <br /> is a suitable strategy for PT.PERKASA PROPERTIINDO, because price is sensitive in property <br /> <br /> industry, and product that offered are the same, the differentiator is price, design, location, and <br /> <br /> facilities, the result of this research analysis is to add an additional value for the existing product <br /> <br /> that have been build, based on customer wants and needs, and improve their marketing activity by <br /> <br /> shifting their focus from offline to online marketing