THE STRATEGY TO COMPETE IN THE HOME CONSTRUCTION BUSINESS IN INDONESIA A CASE OF: BANGUNIN.ID

• Main Author: Saputra Yudha, Erlan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55804
• Institution: Institut Teknologi Bandung

A house is a primary need for all humans. When people begin their lives, home is also a destination. A home is a place where cherished family members congregate. For a family, the primary concern is the comfort of the home; it must be comfortable to sleep in, comfortable to gather in, and comfortable to perform all activities. As a result, everyone desires a very nice and beautiful home. As a result, a slew of new contractors have emerged. Some even create a marketplace for home construction. Bangunin.id established in 2020, started with two projects house building and started digital marketing in July. Bangunin.id is the platform to connect the people who want to build a house to fresh contractors. Due to the home building industry start-up of several Indonesian companies, such as Arsitag, Sejasa.com, and Sobat Bangun, the market has become increasingly noisy with brand names. Some of these have been around for a long time, having large capital that can fund more businesses, while others have now been recently introduced to multiple regions. It presents a problem for Bangunin.id how to grow and thrive as a custom home construction marketplace for those who want to build or renovate a house. Researchers obtained data by gathering information from various sources and conducting primary interviews. The information is organized, tabulated, and examined using a business model. Apart from primary data, this study also makes use of secondary data. Following data collection, the data analysis process is initiated. There are two types of analysis in this research: internal and external. Internal analysis includes a Business Model Canvas analysis, a SWOT analysis, a STP analysis, and an analysis of the Kotler Five product levels model. PESTLE analysis, perception maps, competitor analysis, and porter generic competitive strategies analysis comprise the external analysis. However, the researcher added two additional analyses: a future demand analysis and a cancellation rate analysis of the company's customers. In the end, the researcher proposes a business solution in the form of a new Business model canvas and identifies the necessary strategies. Overall, the researcher recommends that the company modify its business model only in the area of design and renovation, that the foreman be included in the business rather than the contractor, that the customer segment be slightly more specific than before, and that the channel be developed through the creation of website apps.