BUSINESS STRATEGY FOR DASWIN OFFICE TOWER - GRADE “A” OFFICE BUILDING IN FACING UNCERTAINTY

• Main Author: Ariyanto, Stephanie
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46620
• Institution: Institut Teknologi Bandung

In the growing economy of Indonesia, encouraging property business to grow as well. Particularly in office space providers, many lands in Jakarta area are built into Office Buildings, either in the heart of Jakarta or the skirt of Jakarta. The supply becomes enormous with each category, Grade A, Grade B, Grade C, and Grade Premium for outstanding buildings. PT Windas Development develops a Class A office building in the heart of Jakarta area, named Daswin Office Tower. The general business issue is faced by the company is the uncertainty of market conditions for Daswin Office Tower. From the analysis, political is the most mentioned driver in this issue. The second highest driver is the dominant industry in the market with their buying power. The scenario planning will be referred to Government Policy Direction and Trend of Dominant Industry Tenant as indicators. To implement the analysis and prepare the scenario planning, PT Windas Development should set 3 (three) teams to analyze the internal condition and monitor the external condition. Technical team will analyze the building specification and planning the adjustment, completed by price estimation. Internal Business Development will prepare alternative business schemes to respond the uncertainty scenarios. External marketing will update the market condition and significant tenants movement in the market. To prepare any scenario coming after the building operation is running, temporary outsource technical team is needed, to re-valuation the building and current price at the time to update the adjustment planning and price estimation.