PROPOSED BUSINESS STRATEGY FOR LANDSCAPE CONTRACTOR SERVICE: A CASE STUDY OF GOGARDEN JAKARTA

• Main Author: Kirana Saradella, Ilona
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63499
• Institution: Institut Teknologi Bandung

Green open space is one of the government's goals in fulfilling the United Nations program on sustainable development goals. In its implementation of the green open space creation, the services of a landscape contractor are required. It connects nature, people, and place to be integrated as one system that bound relation with one another. One of the players in the industry is GoGarden Jakarta. However, GoGarden business growth faced obstacles that include the aspect of human resources management, marketing strategy, and an innovation urgency to create competitive advantage. It is necessary to analyze the related industry and what opportunities can be exploited. The AFI (Analysis Formulation Implementation) strategy framework is applied to the flow of completion of this research. Supported by in-depth interview results, data processing continued by considering the internal factors using VRIO Analysis and external factors with Porter Five Forces. Solutions are described in the Diamond Strategy framework and Business Canvas Model generates several recommendations. The actions that can be done are the implementation of outsourcing management, developing the innovation of the mobile app aligned with environmental purpose, collaboration with prospective partners, and exploring the digital marketing approach that is suitable for GoGarden business to develop their brand equity.