FORMULATING BUSINESS STRATEGY FOR THE NEWTON 2, A BUSINESS UNIT OF PT CIPUTRA DEVELOPMENT TO INCREASE SALES
Property industry in Indonesia has been in a downturn since 2015, no least for big developers such as PT Ciputra Development. This was felt in latest project, The Newton 2 apartment, located in CBD. Even though located in strategic area, the fact developer has difficulty selling the units. The nu...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/38866 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Property industry in Indonesia has been in a downturn since 2015, no least for big developers
such as PT Ciputra Development. This was felt in latest project, The Newton 2 apartment,
located in CBD. Even though located in strategic area, the fact developer has difficulty
selling the units. The number of sales was sagging compare to previous project, The Newton.
In NUP (Nomor Urut Pemesanan) only 10% of the total units were sold. This number is far
under the target and this has become significant issue to the Company due to the project
performance is doubtful.
Data in this research were obtained from primary data, directly from the Company and
secondary data, from book literature, journal, article, and etc. By analyzing from external
and internal, this research tries to find the cause behind the condition. On the other side, the
author tries to find factors that can attract the market to buy an apartment. The data collected
using qualitative, by depth interview and quantitative methods, by distributing survey.
Based on those analysis, the research attempted to formulating suitable business strategy to
increase the unit sales of The Newton 2, moreover in difficult times for property industry in
Indonesia now days. |
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