PROPOSED MARKETING STRATEGY FOR PT. GEMA CITRA PARAHYANGAN TO INCREASE SALES

• Main Author: Faisal Akhmad, Iqbal
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35786
• Institution: Institut Teknologi Bandung

PT. Gema Citra Parahyangan is a company engaged in housing developers and contractors domiciled in the city of Tasikmalaya, West Java. Currently the company which was established in 2009 has carried out two projects, namely Griya Parahyangan Residence and Bumi Parahyangan Residence. The focus of the discussion on this thesis is housing Bumi Parahyangan Residence which has a land area of 4.5 Ha and consists of 387 housing units. In the course of its business in the property sector, PT Gema Citra Parahyangan especially in Bumi Parahyangan Residence project faced a ups and downs in the purchasing power of the people which had an impact on the speedy and slow sales of the property sector. Since the start of the Bumi Parahyangan Residence project in 2014 until 2018, it is recorded that there are still 70 housing units that are still unsold due to several reasons such as lack of promotional activities online and offline. The purpose of this study was to propose marketing strategy for PT Gema Citra Parahyangan with the aim to be better prepared to compete with competitors. The method used is qualitative. The method was carried out by the author by conducting interviews with consumers and residents of Bumi Parahyangan Residence and also interviewing important divisions of company management to analyze the conditions of the company itself. The conceptual framework is also used to analyze the external and internal conditions of PT Gema Citra Parahyangan. For external analysis, the author uses PESTEL analysis, Five Forces Model, Competitive Analysis, and Consumer Analysis. For internal analysis, the author uses Value chain, STP, marketing eg, management interview, and VRIO. After doing qualitative methods and internal and external analysis, SWOT can be formulated from PT Gema Citra Parahyangan. The SWOT results are then used to determine marketing strategies to increase sales. The recommended sales strategy for companies is the new STP and new marketing mix to increase marketing activities.