MARKETING STRATEGY FOR A PREMIUM SERVICE OFFICE PROVIDER IN A COMPETITIVE MARKET IN JAKARTA. CASE STUDY: THE EXECUTIVE CENTRE

• Main Author: Richie, Lay
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84031
• Institution: Institut Teknologi Bandung

The rise of remote work, the gig economy, and the demand for flexible workspaces have significantly impacted the traditional office market, necessitating innovative marketing strategies. This study aims to explore the marketing strategy of premium serviced office providers, focusing on The Executive Centre in Jakarta's Central Business District (CBD). The research investigates key factors influencing business decisions and customer preferences, providing a comprehensive marketing analysis framework. The study employs market segmentation, competitive analysis, and SWOT analysis to develop targeted marketing strategies. Key findings suggest that strategic location, transparent pricing, and flexible lease terms are critical in attracting and retaining clients. Recommendations include leveraging digital marketing, forming partnerships with property agents, and addressing the evolving needs of multinational companies and modern workers. The study also examines the literature on marketing strategies, applying the most recent techniques used by various companies. By incorporating a robust theoretical framework, this research aims to provide insights and perspectives for building the most effective marketing plan. The goal is to enhance The Executive Centre's market positioning and contribute to meeting future challenges through strategic marketing activities.