PROPOSED BUSINESS STRATEGY IN PROPERTY BUSINESS (CASE STUDY: PT METAFORA CIPTA SENTOSA)

• Main Author: Haggai Bangun Halomoan, John
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49259
• Institution: Institut Teknologi Bandung

Housing is one the basic human needs and an important factor in enhancing human dignity. Property business in Indonesia is one the best potential business because there is still a lack decent residential for the community. However, in practice, there are challenges in meeting the housing needs of the community especially for low-middle class people. The growth of new family in Indonesia reaches 75 million while production of house can only provide to 7.6 million units in 2019. According to Ministry of PUPR, the availability of the state budget is only able to meet 30% of the total investment and the remaining is expected from the private sectors. PT Metafora Cipta Sentosa was founded in 2019 and has become a new player in the industry. As a new player in property business in, PT Metafora Cipta Sentosa sees an opportunity to accommodate housing for people in Sukabumi. However, the big demand of houses in Sukabumi does not guarantee the company to penetrate the market. To analyze the factors that influence PT Metafora Cipta Sentosa’s performance, researchers conducted a root cause analysis, internal environmental analysis using Value Chain Analysis, VRIO, and 4P Marketing Mix and external environment analysis using PESTEL Framework, Porter’s Five Forces, and Competitor Analysis. The analysis shows that the main problems are coming from the internal factors such as financial, human resource management, operation, and marketing. This research uses descriptive analysis method with data collection techniques through interviews. The results are then used to create a strategy using Porter’s Generic Strategies and Diamond Strategy to create solutions that can be done by PT Metafora Cipta Sentosa to minimize the existing problems.