Proposed Marketing Strategy for PT. Bangunkarsa Bumi Persada

• Main Author: Mugi Mulyani 29116233, Ima
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28003
• Institution: Institut Teknologi Bandung

PT. Bangunkarsa Bumi Persada (BKBP) is a private company that engaged in property and <br /> <br /> construction business. BKBP has two house projects located in East Bandung. Starting business <br /> <br /> in end of year 2014, BKBP experienced a dramatic decline in revenue from 2016 to 2017 due <br /> <br /> to unstable sales. There are two major factors that cause it to happen. First, the lack o marketing <br /> <br /> efforts and the pressure of short-run results. Second, the lack of acceptance by existing market <br /> <br /> segments. Cause of these major factors came from unfocused competition positioning. And the <br /> <br /> root cause of such problem is the lack of understanding of customers and competition. <br /> <br /> In an effort to overcome the problems faced by BKBP, it is necessary to improve their strategy. <br /> <br /> For this research, the strategic management process used to define the best strategy for BKBP, <br /> <br /> so they can have a better understanding about the customers and competition, obtain their <br /> <br /> competitiveness, and increase their sales and revenue. Strategic management process start from <br /> <br /> environment scanning, strategy formulation, strategy implementation, and evaluation. From <br /> <br /> external and internal environment scanning using SWOT analysis, known there area several <br /> <br /> factor that influence its business, such as regulation, economic, social, competitors, customers, <br /> <br /> and company’s capabilities and resources. <br /> <br /> TOWS matrix as a further analysis result, shows that the appropriate strategy is improve the <br /> <br /> marketing strategy. In determining STP, BKBP only guided by their previous project that might <br /> <br /> not suitable with current condition. Therefor, they need to refine their STP first. Then, improve <br /> <br /> marketing strategy through 4Ps marketing mix, including product, price, place, and promotion. <br /> <br /> It is important to implement the proposed marketing strategy as a respone to company’s <br /> <br /> problems. Implementation plan explain the actions for 4Ps, which is consist of schedule plan, <br /> <br /> person in charge for the actions, required resources, and budget estimation. The proposed <br /> <br /> implementation plan provide one year program which can be adjusted as the environment and <br /> <br /> business that might changed.