PROPOSED MARKETING STRATEGY FOR PT. HARMONY LAND GROUP IN FACING OFF UNCERTAINTY PERIOD

• Main Author: Muhammad, Fithor
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65721
• Institution: Institut Teknologi Bandung

PT Harmony Land Group is a property developer company for landed houses residential founded by Fithor Muhammad and Ramadani in 2016. As a company that builds from scratch, Harmony Land grew so fast only 5 years, in 2021 Harmony Land already has 25 residential projects with 1004 units in five cities, Depok, Jakarta, Bogor, Sukabumi, and Medan. In the fourth year of growth, an unexpected big disaster is coming, Pandemic Covid 19. The property business is greatly affected. People are afraid to leave the house, even less to buy a house. After struggling to survive for two years in a pandemic without firing any employees, Harmony Land started looking for the next opportunity to bring Harmony Land to the next level. Harmony Land wants to solve one big issue: increasing the act per ask at A5 customer journey. In 2021, the number of ask customers who have already contacted Harmony Land was 17.789, while the number of unit transactions was 105. Only 0,59% act per ask and lost 17.684 potential customers. So, Harmony Land wants to increase sales by developing a marketing strategy to increase the conversion rate act per ask. This research uses the AFI framework. Internal and external analysis will continue to Formulation strategy and be closed by the Implementation plan of that strategy. Through external analysis, there are many opportunities after pandemic covid where other competitors still wait and see while customers start to bounce again. From the customer analysis, customers buy houses in Harmony Land because of price, location, design concept and selling service. So, to increase act per ask, the proposed marketing strategy is to develop thematic residential in many locations with many house layout types and caregiver services to help customers with many product options in each target market area.