Sulaksmono, Haris (2019) Pemilihan Strategi Bisnis Properti Di Kawasan Transit Oriented Development (Studi Kasus Pada Pt Xyz). Masters thesis, Insitut Teknologi Sepuluh Nopember.
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Abstract
Bisnis properti pada tahun 2018 mengalami tren menurun karena tingginya stok yang disebabkan oleh kelebihan pasokan, namun prospek properti pada 2019 cukup menjanjikan dan diyakini akan terus meningkat. Basis penelitian adalah studi kasus di PT XYZ, salah satu anak perusahaan BUMN Jasa Konstruksi yang bergerak dalam pengembangan properti kawasan Transit Oriented Development (TOD) dari Light Rail Transit (LRT) di Jakarta. Penelitian ini bertujuan untuk mendapatkan strategi yang unggul dalam persaingan bisnis properti PT XYZ sehingga dapat bersaing dengan pengembang lain. Strategi perusahaan untuk PT XYZ dirumuskan menggunakan kerangka perumusan strategi David, yang terdiri dari tahap masukan, tahap pencocokan dan tahap keputusan. Analytical Hierarchy Process (AHP) digunakan untuk menentukan bobot faktor internal dan eksternal strategi dan Quantitative Strategic Planning Matrix (QSPM) untuk menentukan strategi alternatif yang dipilih. Berdasarkan hasil matrik Internal Factor Evaluation (IFE), External Factor Evaluation (EFE) dan Competitive Profile Matrix (CPM) pada tahap masukan, matrik Strength-Weakness-Opportunity-Threat (SWOT), Strategic Position and Action Evaluation (SPACE) dan Grand Strategy (GS) pada tahap pencocokan didapat tiga alternatif strategi PT XYS yaitu integrasi ke depan, integrasi ke belakang dan pengembangan produk. Pada tahap putusan QSPM PT XYZ, strategi kerjasama operasi dengan perusahaan konstruksi dan beton pra-cetak mendapat Total Attractive Score (TAS) 5.06, lebih tinggi daripada strategi PT XYZ kerjasama operasi dengan perusahaan pemasaran properti teratas yang mendapat skor TAS 4.12 dan strategi menawarkan produk baru perumahan di dekat stasiun area Jabodebek dengan skor TAS 4.05. Rekomendasi implikasi alternatif strategi sesuai hasil QSPM skor TAS 5.06 adalah PT XYZ melakukan kerjasama operasi dengan PT APG yang merupakan perusahaan konstruksi dan PT APB yang merupakan perusahaan beton pracetak.
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The property business in 2018 experienced a downward trend due to high stocks caused by oversupply, but the property prospect in 2019 is quite promising and is believed to continue to increase. The research base is a case study at PT XYZ, one of the subsidiaries of BUMN Construction Services which is engaged in developing property in the Transit Oriented Development (TOD) area of Light Rail Transit (LRT) in Jakarta. This study aims to obtain a superior strategy in the competition of PT XYZ's property business so that it can compete with other developers. The company's strategy for PT XYZ was formulated using David's strategy formulation framework, which consisted of input stages, matching stages and decision stages. Analytical Hierarchy Process (AHP) is used to determine the weight of internal and external strategies and Quantitative Strategic Planning Matrix (QSPM) to determine the alternative strategies chosen. Based on the results of the Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) and Competitive Profile Matrix (CPM) at the input stage, Strength-Weakness-Opportunity-Threat (SWOT) matrix, Strategic Position and Action Evaluation (SPACE) and Grand Strategy (GS) at the matching stage, there were three alternative strategies of PT XYS, namely forward integration, backward integration and product development. At the PT XYZ QSPM decision stage, the strategy of operating cooperation with construction companies and pre-cast concrete received a Total Attractive Score (TAS) of 5.06, higher than the strategy of PT XYZ in joint operations with the top property marketing companies that received TAS 4.12 scores and strategies to offer new products. housing near Jabodebek area station with TAS score of 4.05. Recommendation of alternative strategy implications according to the results of the TAS 5.06 QSPM score is that PT XYZ cooperates with PT APG which is a construction company and PT APB which is a precast concrete company.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 650 Sul p-1 3100019083918 |
| Uncontrolled Keywords: | Analytical Hierarchy Process, Manajemen Strategik, Properti, TOD |
| Subjects: | T Technology > T Technology (General) > T56.8 Project Management T Technology > T Technology (General) > T58.62 Decision support systems |
| Divisions: | Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis |
| Depositing User: | Sulaksmono Haris |
| Date Deposited: | 03 Mar 2021 05:06 |
| Last Modified: | 03 Mar 2021 05:06 |
| URI: | http://repository.its.ac.id/id/eprint/70302 |
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