BUSINESS STRATEGY FORMULATION FOR MUTIARA GADING CITY TO OBTAIN SUSTAINABLE COMPETITIVE ADVANTAGE IN COMPETITIVE MARKET

• Main Author: KUMALA MASRIE (NIM 29115367), MAHARANI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28708
• Institution: Institut Teknologi Bandung

Indonesia is the fourth most populous country in the world, with a total population of approximately 255 million people. A large number of the population in Indonesia, can be correlated with the amount of housing needs in Indonesia. In Jabotabek, the need for middle houses / simple house is dominated. PT. ISPI PRATAMALESTARI, which is one of the middle housing developers home is trying to catch the market by launching its newest housing, Mutiara Gading City. However, The tight competition makes Mutiara Gading City should have the ideal business strategy formulation in order to winning the business. <br /> <br /> <br /> Therefore, the objective of this research is to find the ideal business strategy to obtain sustainable competitive advantage in competitive market. Whereas, the main problem of the research is the decreasing number of sales in Mutiara Gading City, while the trend of the housing is predicted increase. In order to solve the problem, external and internal environment of Mutiara Gading City should be analyzed, which gathered in SWOT analysis. As for, the method used for this research is qualitative approach involved its target market. Eventually, causes of the problem are identified, there are lack of brand awareness of Mutiara Gading City and lack of knowledge of its manpower resources. <br /> <br /> <br /> Furthermore, the results of this research is Mutiara Gading City can stay on its generic business strategy, which is cost leadership strategy. However, through TOWS matrix, and diamond strategy known that Mutiara Gading City requires development in terms of product differentiation and marketing strategy to increase its brand awareness and sales.