MARKETING STRATEGY TO MAINTAIN HIGH OCCUPANCY RATE AT AWANI STUDENTO

• Main Author: 29115004, Martono
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22989
• Institution: Institut Teknologi Bandung

Awani Studento is a integrated kost estate in Jatinangor that have 277 rooms available for rent <br /> <br /> <br /> <br /> with different pricelist according to the facility inside and the size of the room. This is the <br /> <br /> <br /> <br /> first kost estate operated in Jatinangor, that located nearby reputable university like UNPAD, <br /> <br /> <br /> <br /> ITB, IKOPIN and STPDN. <br /> <br /> <br /> <br /> <br /> The business issues faced by Awani Studento is how to compete in kost estate business by <br /> <br /> <br /> <br /> conducting a SWOT analysis, maintaining a high occupancy rate above 90% and becoming <br /> <br /> <br /> <br /> top of mind ( top 5 ) whenever someone looking for a kost in Jatinangor. <br /> <br /> <br /> <br /> <br /> This final project is aimed at finding the best creative strategies to maintain the high <br /> <br /> <br /> <br /> occupancy rate. Becoming the first kost estate there is an advantage and disadvantage. So the <br /> <br /> <br /> <br /> company should focus on the advantage by showing a good service one step a head from the <br /> <br /> <br /> <br /> other competitor. <br /> <br /> <br /> <br /> The methodology used includes by analyzing both the external factor : PEST analysis, <br /> <br /> <br /> <br /> market situation analysis , and the Porter’s 5 forces, and internal factors : SWOT Analysis, 7 <br /> <br /> <br /> <br /> P Marketing Mix Analysis, STP analysis. Data collection by using a questionnaire, that <br /> <br /> <br /> <br /> randomly distributed to 151 respondents from current students that rent a room in Awani <br /> <br /> <br /> <br /> Studento. <br /> <br /> <br /> <br /> The solution found divided into 3 parts, <br /> <br /> <br /> <br /> 1. Improvement strategy: designing an up to date promotional media, take /shot more <br /> <br /> <br /> <br /> high quality photo, doing training and evaluation on human resources <br /> <br /> <br /> <br /> 2. Current strategy : Paying more attention on modern marketing tools regarding social <br /> <br /> <br /> <br /> media promotion, strengthen the brand identity by applying a new and fresh neon <br /> <br /> <br /> <br /> sign, adding 2 more security staff and changing the ISP from Indosat to Indi Home <br /> <br /> <br /> <br /> 3. Future strategy : Moving to a bigger fitness center and add more complete tools, <br /> <br /> <br /> <br /> providing a bigger communal area and hiring Yamaha and Honda parking lots by <br /> <br /> <br /> <br /> night. <br /> <br /> <br /> <br /> This final project leads to the possibility of revealing several strategies that can lead to a good <br /> <br /> <br /> <br /> customer satisfaction and keep the occupancy rate high. The most important thing is that <br /> <br /> <br /> <br /> some ideas proposed can be done immediately without having to spend a lot of money and it <br /> <br /> <br /> <br /> is not just a theory.