PROPOSED MARKETING STRATEGY FOR CLUSTER HOUSE RESIDENCE TO INCREASE CUSTOMER PURCHASE INTENT (CASE STUDY: BUKIT PARAMA REGENCY)

• Main Author: Tulus Warasanti, Annisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41186
• Institution: Institut Teknologi Bandung

Bukit Parama Regency is a cluster house residence located in West Bandung Regency. Bukit Parama Regency’s vision is providing good quality house with affordable house price. After six years running on this project, the residence faces slow and a decrease of sales. From all of 127 units available at the residence, the company has sold 44 units with the average house sales per year of 5,77% of the total units. Based on this performance, the company of Bukit Parama Regency wants to improve its sales performance to the average sales of 20% of the total units. The study focuses on planning a marketing strategy in order to increase customer purchase intent that ends to the increase of sales performance. This study used qualitative research for its research methodology. The study then identifies the root problems that are based on the analysis of the internal environment, external environment, STP, and marketing mix. On the internal and STP analysis, the main issues in Bukit Parama Regency are lack of human resources, marketing activities, and marketing skill. For the external analysis, the issue factors are the shift in the trend of customers, no collaboration with banks, and the lack of marketing activities. For the analysis of marketing mix, the main business problems include low promotion, unmatched pricing strategies, and unmatched product. From all aspects of the root problems, the research moves forward to focus on the elements of marketing mix as a guideline to creating a solution. The business solution in this research is proposing a marketing strategy for Bukit Parama Regency. The business solution includes the recommendations of proposed marketing mix, AIDA model, and tipping point. The result of the business solution includes improvement on the design quality and facilities of the residence, optimization of advertisements, activation of promotion, provision of a variety of payment methods, and an improvement of human resources. As there are many similar points related between the three tools used in the business solution, the study decided to focus on the AIDA model as its business solution in order to provide structure plan that is based on the customer journey to purchase a product. The study also provided the implementation plan of the marketing strategy at Bukit Parama Regency. The implementation plan is expected to provide a guideline for the company of the residence to achieve the best improvement. The implementation plan consists of action plan, human resource plan, and budget plan.