PROPOSED DIGITAL MARKETING STRATEGY FOR RESIDENTIAL DEVELOPMENT (CASE STUDY: PT. TAMAN FIRDAUS KAFFAH)

• Main Author: Zahra, Fathimah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38687
• Institution: Institut Teknologi Bandung

The era of digital disruption will lead us to a digital world-based business that previously used an offline system to online, but potentially also disrupt the existing business stability that in fact does not use tech support. Property business is a capital intensive business. The company's ability to manage sales acceleration is important to restore the turnover of funds within a measurable period of time. In order to achieve sales requires the right marketing strategy. So it becomes important that 16th Taman Firdaus Housing focus on marketing efforts to maintain the continuity of business survival. The research method used qualitative method. Qualitative methods are used to obtain primary data from observation and in-depth interview with the marketing of housing. The gathered data then used to make internal and external analysis. Internal analysis is used to analyze internal current situation of the company. Meanwhile external analysis is used to analyze company external condition that is the industries in which the company operates and the competitive forces that surround the company from the outside. After conducting the internal and external analysis, SWOT evaluate of a company’s internal strength and weaknesses and also opportunities and threats in external environment. Furthermore after SWOT conducted, author used Ishikawa’s fishbone diagram to identify cause that contribute to effect for TOWS Matrix that are helping the company to make actionable strategies and tactics. Based on TOWS matrix, there are alternative strategies which suitable and relevant, in order to increase sales through digital marketing. The suitable marketing strategy for 16th Taman Firdaus Housing is; online platform optimization; e-commerce optimization and create website, content marketing optimization, search engine marketing (SEM), and customer relationship management (CRM). Conclusion and implementation of the marketing strategy by conducting the action plan.The action plan consists of the action plan calendar and budgeting plan, it is details explain what 16th Taman Firdaus Housing has to do for the next one year with following digital marketing strategy.