PROPOSED IMPROVEMENTS OF MARKETING AND SALES STRATEGY TO INCREASE THE SALES OF SYNTHESIS HUIS RESIDENCE BY PT SYNTHESIS KARYA PRATAMA (REAL ESTATE DEVELOPMENT COMPANY)

• Main Author: Galih Saputri, Anita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85875
• Institution: Institut Teknologi Bandung

This study objective is to improve the Marketing and Sales Strategy and investigate the factors influencing the sales performance of the Synthesis Huis project by PT Synthesis Karya Pratama. The investigation began by identifying the primary issue of unachieved sales targets, with only 64 out of 211 units sold by October 2023, representing just 19.6% of the target. Data collection included surveys of 221 respondents and interviews with eight company employees. The Fishbone Diagram Analysis highlighted five main categories contributing to the unachieved sales targets: Product, Price, People, Promotion, and Place. Issues identified included unmatched performance of sales and marketing team, higher prices compared to competitors, and insufficient marketing budgets. Questionnaire results provided essential insights into the demographic profile, preferences, and perceptions of potential buyers, emphasizing the importance of strategic location, facilities, spatial layout, legality, and developer reputation. Interviews with key personnel pointed out the need for better project management practices, enhanced stakeholder communication, and a more robust marketing strategy. External analysis using frameworks like PESTEL, Porter’s Five Forces, and Competitor Analysis highlighted the significant influence of economic conditions, regulatory policies, and competitive dynamics on the project’s performance. Internal analysis using tools such as Resource-Based View and VRIO identified strengths like strategic location, innovative design, and strong organizational culture, while pointing out weaknesses such as traffic congestion, misalignment with customer preferences, and inconsistent marketing communications. The SWOT analysis emphasized leveraging strengths and addressing weaknesses, informing the strategy formulation using the Diamond Strategy and Business Model Canvas. The proposed Marketing and Sales strategies focused on short-term actions like increasing market research investment, and enhancing project management, and long-term actions such as developing community engagement, improving after-sales services, and continuously evaluating marketing strategies. The proposed timeline aims to address immediate challenges while setting the foundation for sustained growth and competitive advantage.