PROPOSED MARKETING STRATEGY FOR MANDIRI JAYA KONTRAKTOR

• Main Author: Wiratama Banjarnahor, Adi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46221
• Institution: Institut Teknologi Bandung

Mandiri Jaya Kontraktor is a family-owned real estate company based in Jakarta, Indonesia, specializing in construction and development, founded in 2017 by The Banjarnahor Family. Fifteen years ago, the family started investing in the land around Jakarta Metropolitan Area, and after a few years, they sold them to generate a profit without making a company. By the end of 2017, the family expanded the business by developing cluster housing. In two years, they have been developing two clusters in Bekasi, Puri Indah Jatimurni and Puri Indah Pabuaran. In Indonesia, the real estate business has been growing rapidly, increasing competitiveness in its field. Though the company generates a profit, the sales growth of Mandiri Jaya Kontraktor has been stagnant. As a new company in the real estate industry, the company has never tried to use digital marketing or online advertising for promotion. Furthermore, several business elements can be analyzed and implemented to improve sales growth, including a marketing strategy suitable for the current situation and technology. This research aims to analyze the internal and external factors implemented in Puri Indah Jatimurni and Puri Indah Pabuaran's strategies. This paper aims to understand the most suitable sales strategy for Mandiri Jaya Kontraktor. The author uses PESTEL, Porter Five Forces, Competitive Analysis, and Consumer Analysis for external analysis. The author uses VRIO, Resource-Based View, Porter Value Chain, Internal Interview, STV & 4P, and Current Business Model Canvas for internal analysis.