Marketing Mix For Property Business In West Java In 2018

• Main Author: Prima Widya Amanda Rissa/29116178, Debby
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26436
• Institution: Institut Teknologi Bandung

Property business in Indonesia have a good potential, especially in West Java. Property business <br /> <br /> in West Java have a good opportunity because West Java is the most populated province in Indonesia. <br /> <br /> The President of Indonesia Joko Widodo have a program to provide the needs of housing in Indonesia <br /> <br /> since 2015. Due to several issues, the purchasing power of the West Java regencies community in 2016- <br /> <br /> 2017 has not been able to buy property products, especially housing at a price of 2500 Million or <br /> <br /> commercial house. Property sales in districts in java in 2016-2017 (last 2 years), especially commercial <br /> <br /> housing projects are very sluggish and the price of expensive land make the sale price of the house to <br /> <br /> be expensive which resulted in purchasing power of the surrounding community can not afford to buy <br /> <br /> a house at a price above the market / competitors around. <br /> <br /> A business research is conducted to address the problems that are currently being faced by the <br /> <br /> researcher by formulating the right solution. There are several methods used in this paper. Comprising <br /> <br /> of a survey (land survey, competitor survey,and etc), interview, is used to gain primary data and an <br /> <br /> extensive insight into the business situation. Literature review is also used to explore solutions to the <br /> <br /> business issue. The important thing in the property business are marketing mix: product, price, place, <br /> <br /> and promotion. land (location, price, legal and etc), government policy and market segments. Then <br /> <br /> extemal factors are identified by PESTLE model (Politic, Econony, Social, Technology, Legal and <br /> <br /> Environment. Benchmark and competitor analysis. <br /> <br /> Several business solution alternatives are proposed to overcome the business issues. A new <br /> <br /> marketing mix, new STP analysis will be applied to the researcher business solution. The targeted <br /> <br /> segment of the researcher at the beginning is not focused, thus making its marketing mix is not <br /> <br /> appropriate. Not focusing on targeting the right target market in the present condition so the researcher <br /> <br /> needs to determine the specification / condition of the land to be worked on as the initial project. The <br /> <br /> most possible housing project and best for start-up companies is a housing project of subsidies or lowcost <br /> <br /> housing.