FORMULATING BUSINESS STRATEGY FOR THE NEWTON 2, A BUSINESS UNIT OF PT CIPUTRA DEVELOPMENT TO INCREASE SALES

• Main Author: Maheswara Arumawindya, Regine
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38866
• Institution: Institut Teknologi Bandung

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.