PROPOSED BUSINESS STRATEGY FOR SMALL ARCHITECTURE FIRM IN TANGERANG: CASE STUDY TOP HOUSE

• Main Author: Devi Ariyanti, Kartika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53443
• Institution: Institut Teknologi Bandung

In the era of globalization, business competition in Indonesia is tighter. Companies in order to grow and sustain in long term period need to have a competitive advantage to seize market share and win the competition. The above also applies to architecture firm which is part of the creative industry. The growth of the creative industry has increased every year in line with the development of the construction industry in Indonesia. However, after the pandemic Covid-19, the market generally experienced a decline in business conditions. Meanwhile, demand for architecture firm in landed house project typologies is relatively stable and even increases. Top House is a small architectural consultant located in South Tangerang area, whose target market is low and medium rise buildings. Tangerang is an area that has potential a large market, so Top House has opportunity to develop market share. However, Top House that established five years ago is currently experiencing a decline in revenue and profit for the last three consecutive years and its market share is still relatively small compared with competitors. Therefore, it is need to find the right business strategy so the company can increase revenue, profit and grow, survive amidst intense business competition. The research was conducted by observation, focus group discussions, interviews with internal organizations, business partners, and clients. External analysis use PESTEL, Porter's Five Forces, and Competitor Analysis. Meanwhile, internal analysis use VRIO, Value Chain Analysis, and Business Model Canvas. From the data analysis, it is concluded that the external condition is less conducive and the internal condition is less healthy. Furthermore, the analysis data is summarized in the SWOT table as the basis for analysis in the strategy formulation which consists of IE Matrix as company level strategy, and TOWS Matrix as functional strategy. In addition, update Business Model Canvas to illustrate the new company framework. The results of strategy formulation show that the company's level strategy is Hold and Maintain Strategy, and 11 functional strategies which are applied in the marketing, human resources, operations, and finance area. In regard increasing revenue and profit, Top House should implement Hold and Maintain strategy with Product Development in order to have better value than competitors and increase market share.