Strategi Keberlanjutan Perusahaan Properti Dalam Pengembangan Bisnis PT. XYZ Di Kawasan Surabaya Barat

Adhi, Wisnu Pranata (2021) Strategi Keberlanjutan Perusahaan Properti Dalam Pengembangan Bisnis PT. XYZ Di Kawasan Surabaya Barat. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan industri properti di Indonesia semakin hari semakin meningkat seiring dengan jumlah penduduk yang juga terus bertambah. Hal tersebut tidak diiringi dengan hasil penjualan produk dimana pada tahun 2018 hingga kuartal terakhir 2019 mengalami penurunan. Penelitian ini berbasis pada studi kasus di PT XYZ yang merupakan pengembang bisnis properti dengan segmen kalangan menengah atas di Surabaya Barat. Tujuan dari penelitian ini adalah untuk mendapatkan alternatif strategi keberlanjutan yang potensial pada perusahaan properti dengan segmen pasar kalangan menengah atas. Perumusan strategi yang digunakan adalah menggunakan strategi model David. Berdasarkan hasil penelitian diperoleh matrik Internal Factor Evaluation (IFE), External Factor Evaluation (EFE) dan Competitive Profile Matrix (CPM) pada tahap masukan, matrik SWOT, B o s t o n Consultative
group Matrix (B C G ) , Strategic Position and Action Evaluation (SPACE) dan Grand Strategy (GS) pada tahap pencocokan, dan QSPM pada tahap keputusan. Didapat tiga alternatif strategi adalah strategi pengembangan pasar dengan total attractive score (TAS) sebesar 6.37 dengan implikasi strategi yaitu memperluas segmen pasar, kemudian strategi pengembangan produk dengan skor 5.98 dengan implikasi strategi berupa pengembangan produk mixed use dengan konsep pengembangan berwawasan lingkungan (green building). Strategi terpilih yang ketiga berupa strategi penetrasi pasar dengan nilai 5.02 dengan implikasi strategi berupa pembuatan promo-promo produk, bekerjasama dengan bank untuk kemudahan KPR serta fokus pada promosi di internet dan e-commerce.
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Development of property industry in Indonesia has significantly increased.
Nevertheless, the condition is not supported by the fact that the market was
decreased in 2018 until the last quarter of 2019. So, this research is based on a
case study at PT XYZ a property developer which has many experiences in middle
up class at West Surabaya. The purpose of this study is to obtain potential a
sustainable alternative strategy in the property industry sector. The strategy that is
used is David’s model which consists of an input, a matching, and decision stage.
Furthermore, the result of the Internal Factor Evaluation (IFE), External Factor
Evaluation (EFE), and Competitive Profile Matrix (BCG), Strategic Position and
Action Evaluation (SPACE), and Grand Strategy (GS) at the matching stage
together with QSPM at the decision stage are obtained three alternative strategies.
Those are a market development strategy with a total attractive score (TAS) of 6.37
accompanied by implication strategies for expanding the segment market, product
development strategy with a score of 5.98 in the company of implication strategies
for developing mix used product using environmentally sound development concept
(green building), and the last is market penetration strategy with a value of 5.02
escorted by implication strategies for making product promos through
collaborating with banks for making easy payment of KPR and focusing on
promotion on the internet and e-commerce.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Keungguan bersaing, Properti, Real estate, Strategi Keberlanjutan, Competitive advantage, Property, Real estates, Sustainable strategy
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: wisnu pranata adhi
Date Deposited: 19 Feb 2021 06:13
Last Modified: 19 Feb 2021 06:13
URI: http://repository.its.ac.id/id/eprint/82674

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