PROPOSED MARKETING STRATEGY OF THE MIDDLE-LOW CLASS HOUSING THE MIDDLE OF COVID-19 PANDEMIC (STUDY CASE: OMA INDAH MENGANTI)

• Main Author: Hikhmah, Emma
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54695
• Institution: Institut Teknologi Bandung

A house is the primary need for humans and functions to live, family development facility, and gather a family. However, since the Coronavirus broke out, the house's function is no longer just a place to live but also a place to work and study. Reflecting on this situation, not a few people began to think of looking for housing that not only functions as a place to live but is also able to support the productivity, health, and enjoyment of its occupants. In Indonesia, the house or backlog needs reached 7.64 million units as of early 2020. In East Java 2018, the backlog amount increased to 1,367,574 housing units, with the highest backlog in Surabaya. The need for landed houses in Surabaya is still high. Now the residential area has begun to shift from the city center to the surrounding areas, one of which is Gresik. Oma Estate is one of the companies that has expanded its project to Gresik area, namely Oma Indah Menganti. However, during the pandemic situation, Oma Indah Menganti project also has been affected by Coronavirus. Sales decreased to 50%. To solve the problem, the conceptual framework is needed to have alternative marketing strategies appropriate for the company. This final project will use external and internal analysis. For external analysis using PESTLE Analysis; Porter's Five Forces Analysis; Competitor Analysis; Customer Analysis. For the customer analysis, the data collection technique uses questionnaires distributed to 200 respondents, namely for people who domiciled in Surabaya and Gresik that are interested to buy a house in Menganti area. The data analysis technique used was the technique of Path Analysis. Meanwhile, the internal analysis will use Value Chain, STP, Marketing Mix Analysis, and VRIO. Furthermore, the SWOT analysis is carried out to support its strengths, weaknesses, opportunities, and threats. After that, the researcher conducts the root cause analysis that shows the factors that occurred the decrease of sales in two factors, such as external and internal factors. Through TOWS analysis create seven marketing strategies to solve Oma Indah Menganti in the middle COVID-19 pandemic. From the external and internal analysis results, there are many external factors faced by the company and they cannot control them. From seven marketing strategies from TOWS analysis result. Only five strategies will implement for Oma Indah Menganti because focuses on internal analysis, such as make an attractive sales promotion and promote through online and offline media, testimonial or review content, hire someone for social media marketing and quality control, and fix the marketing agent’s performance.