PROPOSED MARKETING INNOVATION STRATEGY IN REGARDS INCREASING SALES OF CAMPUS-APARTMENT PRODUCT LINE AT PT. ADHI PERSADA PROPERTI

• Main Author: Sulistyo Vambudi, Ary
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67911
• Institution: Institut Teknologi Bandung

The number of registered students is 8.483.213 spread across all higher education institutes in Indonesia. This potential market in the segment aged 18-30 is attractive to explore. PT Adhi Karya has a specific subsidiary for the student market, and campus apartments, i.e. PT Adhi Persada Properti. The company runs not only campus apartments but also rent houses, landed houses, apartments, etc. Internal research using the BCG matrix shows, that campus apartments are the most highly potential for company development. Campus Apartment Taman Melati Surabaya operated by the company since 2014 and has1130 units to accommodate college students and a place for investment. Unfortunately, until 2021 it just sold 52% or approximately 587 units only. The issues start from the beginning of 2014-to 2021 the sales never achieve the target but the competitor in the same area recorded positive growth. Moreover, in 2020-2021 occur global pandemic that causes offline activity distributed drastically. Customer behavior, customer habits, and customer lifestyle has changed differently than before. The world has changed and most of the population relies on technology and digital aspects. It affects the overall process of education, living, lifestyle, and even business process. Since the campus Apartment industry market is the young generation Z who was born in the digital and technology era, The approach of offering marketing the product got different ways. Marketing is not always speaking of promotion and the way to deliver the values. Marketing is an overall aspect that relates to the customer including product, promotion, place, physical evidence, price, people, and the process. To understand what potential customer wants, Taman Melati Surabaya had to do research by comparing with competitors and make something different to attract customer attention. The tools research is blue ocean strategy, including strategic canvas, and value innovation creation. Not only explore with competitors, but Taman Melati Surabaya also had to understand industry characteristics using five porter forces and PESTEL analysis. Since the external analysis has been complete, it had to combine with internal ability and condition using GAP Analysis. Value innovation creation has to combine technology perspectives, customized with market needs and also trends that happening. All the creation is to create new marketing innovation in regard to increasing sales.