PROPOSED MARKETING STRATEGY TO INCREASE SALES OF PT VILLA BOUTIQUE DEVELOPMENT

• Main Author: Permata Mulya, Tiwi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87248
• Institution: Institut Teknologi Bandung

PT Villa Boutique Development as a real estate company in Bandung has faced challenges in increasing sales. The company struggles with limited human resources, operational inefficiencies, and financial constraints, all of which impact its sales performance and growth potential. Despite ambitious sales targets, the company has consistently underperformed, achieving only a fraction of its goals due to ineffective marketing strategies and lack of targeted outreach. This situation underlines the need for a comprehensive marketing strategy to increase sales. This study aims to identify both internal and external factors affecting the performance of PT Villa Boutique Development, using a combination of quantitative and qualitative methods. Primary data were collected through interviews with the company's director and employees, along with surveys using questionnaires. Secondary data were obtained from various reports, articles, and social media sources. The research also includes an in depth consumer analysis, focusing on segmentation, targeting, and positioning (STP). For the external analysis, the study examines the general environment, industry trends, and competitor landscape. Internal factors were explored through resource analysis and value chain analysis. A SWOT analysis was conducted to identify the company's strengths, weaknesses, opportunities, and threats, which informed the creation of a TOWS matrix for strategic recommendations. Based on this analysis, the most suitable business strategy for PT Villa Boutique Development is focus differentiation. Marketing strategies are then proposed using the 4P marketing mix (Product, Price, Promotion, and Place). The strategies include diversifying funding sources, establishing a dedicated HR department, and shifting towards a premium market segment.