PROPOSED BUSINESS STRATEGY FOR NEW BUILDING PRODUCT OF XYZ COMPANY AS THE NEW ALTERNATIVE OPTION IN INDONESIA'S PROPERTY MARKET

• Main Author: Amelinda Putri D, Azzahra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54887
• Institution: Institut Teknologi Bandung

Looking at Indonesia’s potentials as the world’s largest archipelago and the thriving middle- class economic growth, prefabricated building system aims to offer solution in a standardized building quality, with time and cost efficiency compared to conventional building. XYZ Company is a sister company of XXX Architecture Firm targeting in Indonesia’s prefabricated building market, where the company had been in bootstrapping stage since the late 2018 as a prefabricated building start-up. The company had a struggle in the unmet situation between the company’s vision and the reality of prefabricated building business as a start-up. After establishing one of the prefabricated cabin prototypes named XYZ Sayana that was made of Cross Laminated Timber structural system, problems were found that ranged from achieving a timely scheduling due to the undeniable fact of production bottlenecks from external producers, as well as high production costs. Additionally, the demands and market capabilities are still in question. The COVID-19 pandemic situation had worsened the business that targeted hospitality business at the first place, urging the needs of business transformation. This thesis will examine the XYZ Company’s current business model and resources, with the end-result of proposing a comprehensive business strategy in business plan to align the company’s vision and current reality in Indonesia’s property market. The analysis of the CV (Commanditaire Vennootschap) ABC existing market in 2020 will determine the future business plan as XYZ Company intends be financially independent as the lean start-up, apart from the current condition that is currently still financed by the holding company, XXX Architecture Firm. The market result was demands of affordable housing, ranging from 200300 million IDR targeting young adults. Responding post pandemic market behaviour, the applied analysis and strategy had led XYZ Company launching the new product named AMULAR Home, with hybrid of conventional and prefabricated building system to provoke market demands for seeing building as a product, while becoming the blue ocean strategy. Pioneering in Indonesia’s property market, AMULAR Home is making a new breakthrough in the world of architectural design where houses can be ordered and purchased as products, aiming to solve Indonesia’s current housing backlog f aster by creating market demands.