Virena, Devia (2020) Evaluasi Rencana Pemasaran Grand Dharmahusada Lagoon, Proyek Apartemen PT. PP Properti, Tbk. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
EVALUASI RENCANA PEMASARAN GRAND DHARMAHUSADA LAGOON, PROYEK APARTEMEN PT. PP PROPERTI, TBK.
ABSTRAK
Grand Dharmahusada Lagoon merupakan salah satu proyek apartemen milik PT. PP Properti, Tbk. Sebagai salah satu pelaku bisnis properti di Indonesia, Grand Dharmahusada Lagoon sedang mengalami penurunan penjualan sejak tahun 2018 hingga 2020 yang disebabkan oleh ketidaktercapaian target penjualan Marketing In-House dalam setiap bulannya. Kondisi pandemi covid-19 pada tahun 2020 turut berdampak pada semakin menurunnya penjualan apartemen. Selama ini belum pernah dilakukan evaluasi strategi pemasaran maupun marketing plan yang digunakan perusahaan sebagai bahan acuan penjualan Marketing In-House sehingga Marketing In-House melakukan strategi penjualan tanpa memiliki acuan yang tepat. Berdasarkan permasalahan tersebut maka diperlukan evaluasi perancangan marketing plan yang dapat digunakan oleh Grand Dharmahusada Lagoon sebagai acuan dalam penerapan strategi pemasaran untuk meningkatkan penjualan apartemen. Rancangan marketing plan menggunakan template dari (Small Business Development Corporation, 2016) dengan menggabungkan versi Australia dan versi Amerika. Metode yang digunakan untuk perolehan data ialah secara daring maupun tatap muka dengan melakukan 4 tahap in-depth semi-structural interview dan focus group discussion pada tahap ke lima bersama dengan jajaran Top Management Divisi Pemasaran serta customer yang telah melakukan pembelian apartemen. Metode analisis yang digunakan yaitu analisis deskriptif eksploratif. Hasil dari tahap pertama diperoleh kondisi eksisting pada internal dan eksternal perusahaan dengan menggunakan tools value chain dan 5 force porter sebagai dasar perancangan Matriks IFAS, Matriks EFAS, dan Matriks IE yang menyatakan bahwa Grand Dharmahusada Lagoon berada pada kondisi hold and maintain sehingga strategi yang tepat untuk diterapkan yaitu strategi market penetration dan product development, serta terdapat rancangan business model canvas. Pada tahap kedua diperoleh rancangan segmentasi pasar. Tahap ketiga diperoleh rancangan objective dan goals Divisi Pemasaran. Tahap keempat diperoleh rancangan strategi pemasaran. Selanjutnya pada tahap kelima dengan focus group discussion diperoleh hasil pembobotan Matriks IFAS dan Matriks EFAS, validasi rancangan, serta perumusan timeline evaluasi untuk diterapkan hingga tahun 2023.
Kata Kunci: Focus Group Discussion, Grand Dharmahusada Lagoon, In-Depth Semi-Structural Interview, Marketing Plan, Strategi Penjualan.
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MARKETING PLAN EVALUATION FOR GRAND DHARMAHUSADA LAGOON, APARTMENT PROJECT BY PT. PP PROPERTI, TBK.
ABSTRACT
Grand Dharmahusada Lagoon is an apartment project owned by PT. PP Properti, Tbk. As one of the property business players in Indonesia, Grand Dharmahusada Lagoon salesare on decline from 2018 to 2020 due to the unachievable sales target of the Marketing In-House in each month. The covid-19 pandemic condition in 2020 also contributed to the declining sales of apartments. So far, there has never been an evaluation of a marketing strategy or marketing plan used by the company as a reference for the sales of the Marketing In-House, so that the Marketing In-House conducts a sales strategy without having an appropriate reference. Based on these problems, it is necessary to evaluate the marketing plan design that can be used by Grand Dharmahusada Lagoon as a reference in implementing marketing strategies to increase apartment sales. The marketing plan design uses a template from (Small Business Development Corporation, 2016) by combining the Australian and American versions. The method for data acquisition is online and face-to-face by conducting 4 stages of in-depth semi-structural interviews and focus group discussions in the fifth stage with Top Management in the Marketing Division and customers who have made apartment purchases. The analytical method used is descriptive exploratory analysis. The results of the first stage obtained the internal and external company’s existing conditions using value chain and 5 force porters tools as the basis for the design of the IFAS Matrix, EFAS Matrix, and IE Matrix where the results of the IE Matrix state that Grand Dharmahusada Lagoon is in a hold and maintain condition so the right strategy to apply is the market penetration and product development strategy, and there is a business model canvas design. The second stage is obtained by market segmentation design. The third stage is obtained by the objectives and objectives of the Marketing Division. The fourth stage is obtained by the marketing strategies. Then the result of the fifth stage with a focus group discussion are weighting the IFAS Matrix and EFAS Matrix, validation for the design results, and the design of the evaluation timeline to be applied until 2023.
Key word : Focus Group Discussion, Grand Dharmahusada Lagoon, In Depth Semi-Structural Interview, Marketing Plan, Sales Strategy
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Focus Group Discussion, Grand Dharmahusada Lagoon, In-Depth Semi-Structural Interview, Marketing Plan, Strategi Penjualan. ======================================================================================================================== Focus Group Discussion, Grand Dharmahusada Lagoon, In Depth Semi-Structural Interview, Marketing Plan, Sales Strategy |
| Subjects: | H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Devia Virena |
| Date Deposited: | 14 Aug 2020 06:43 |
| Last Modified: | 11 Jun 2023 14:03 |
| URI: | http://repository.its.ac.id/id/eprint/78088 |
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