BUSINESS STRATEGY FORMULATION FOR SMALL MEDIUM ENTERPRISE IN PROPERTY DEVELOPMENT USING SCENARIO PLANNING APPROACH (CASE STUDY OF PT. SWARA YUGOS PRATAMA)

• Main Author: Gabriel Hutagalung, Kaspito
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/65111
• Institution: Institut Teknologi Bandung

In early 2018, PT Swara Yugos Pratama had to stop its subsidized housing project due to its economic situation and government policies that required the company to renew its business license and make some changes. This is an unprofitable process for the company. The company still had a land area of 10,000 square meters, which allowed them to build 100 Type 36/60 subsidized housing units in Cicalengka, Bandung Regency. This condition escalated with the Indonesian economy's decline, the presidential election at the end of 2019 accompanied by changes in government policies, and the severe impact of the COVID-19 pandemic on the economy. It is almost impossible to liquidate these assets. Meanwhile, to survive, almost every Indonesian prefers their money to be used for their daily needs and maintain their business rather than investing in activities that cannot directly benefit their needs. In this study, researchers used qualitative methods. To find out the best possible scenarios for the company's future using scenario planning analysis supported with external and internal analysis and determine how to build value-added buildings with efficiency and effectiveness within the company's capabilities and resources and the company's consideration of how it can respond to and adapt to change. Adapt to the industry and, ultimately, the environment that can affect the company. Analyzing trends and changes to identify future opportunities and threats gives the company a competitive advantage. As a conclusion from this research, PT Swara Yugos Pratama has four possible scenarios from two critical forces: Economic Condition and Governmental Support. In order to successfully choose the best possible scenarios from the four of them, the company should regularly monitor early warning signals and immediately apply scenarios according to the conditions and circumstances and plan and formulate a company's strategy as soon as possible.