USULAN STRATEGI UNTUK MEMPERTAHANKAN BISNIS KELUARGA DI BIDANG PROPERTI

• Main Author: Mayendra, Aliya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84021
• Institution: Institut Teknologi Bandung

In response to the intensifying challenges faced by small family businesses in the competitive property market, this study proposes strategic interventions tailored to sustain and enhance the business viability of Allure Realty Group, a family-run enterprise in Jabodetabek which established in 2012. The escalating complexity of the property sector, fueled by rapid urbanization, evolving consumer preferences, and stringent regulatory environments, necessitates a robust strategic framework. The research follows a systematic methodology, employing both qualitative and quantitative approaches to gather and analyze data. The stages of the study include problem identification, theoretical framework development, data collection through surveys and interviews, and rigorous analysis using statistical tools and content analysis techniques. The frameworks used for the internal analysis consist of Marketing Mix 7P, VRIO Framework, STP Analysis, where for the external analysis is using the Marketing Mix 7P, PESTLE Analysis, Porter’s Five Forces, Competitor Analysis and Customer Analysis. Based on these analyses, SWOT and TOWS analysis can be conducted for further proposed business strategy and implementation. Assumptions regarding market stability, regulatory consistency, and consumer behavior trends underpin the hypothesis that targeted strategic interventions can significantly enhance business resilience and market competitiveness. The objectives of this research are multi-fold: to identify internal and external challenges impacting Allure Realty Group, to develop a strategic model that addresses these challenges, and to implement a series of strategic actions designed to improve operational efficiency, customer engagement, and market expansion. The expected outcomes include enhanced operational frameworks, improved customer satisfaction, and increased market share, contributing to the sustainable growth of the business. Upon completion, this study is anticipated to offer significant contributions to the field of business management, particularly in strategies for small family businesses in dynamic markets. The findings are expected to provide a blueprint for integrating traditional business values with modern strategic management practices, thereby offering a valuable resource for academic scholars and practitioners alike in understanding and navigating the complexities of the property market.