PROPOSED MARKETING STRATEGY TO INCREASE SALES OF HOUSE UNIT (CASE STUDY: PT KARYA BANGSA INDONESIA)

• Main Author: Alvan, Fahrel
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66799
• Institution: Institut Teknologi Bandung

PT Karya Bangsa Indonesia built Nadia Asri Residence housing, where there are various advantages of the housing built. However, the sale of Nadia Asri Residence Housing is not in accordance with what the company targets. The purpose of the study was to find out the factors that influence customer interest, make the best marketing strategy to increase the sales volume of Nadia Asri Residence housing and draw up an implementation plan. The study conducted an internal analysis consisting of VRIO, STP and Marketing MIX analysis. External analysis consists of PESTEL analysis, Five Porter, Competitor Analysis and Consumer Analysis. The primary data in this study is customer analysis through questionnaires. The result is that each variable such as product, price and place has a significant influence on customer interest, while the promotion variable does not have a significant effect on customer interest because the company has done lack of promotion. SWOT (Strength, Weakness, Opportunity and Threats) analysis is carried out based on internal and external analysis. After conducting a SWOT analysis, researchers look for the root cause. Then the researcher makes recommendations for marketing strategies using a TOWS analysis based on a SWOT analysis and root cause analysis. The recommendations given by researchers focus on doing price promotions that are not carried out by competitors, offering large discounts for first-time buyers, the company must have its own sales employees, create promotions in a new and unique way and maximize the promotion of online platforms.