Strategi pengembangan bisnis PT Adhi Persada Properti

Mahendra, Muhammad Irdy Eka (2021) Strategi pengembangan bisnis PT Adhi Persada Properti. Masters thesis, IPB University.

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Bisnis Indonesia (202) predicted that in period of approximately 12 years, property, both apartments and houses will still dominate. Bisnis Indonesia refers to the residential property price survey conducted by Bank Indonesia (BI) on property needs. Where based on IHPR (Residence Property Price Index) in the first quarter of 2018 on a quarterly basis increased by 1.42%. Annually, the property price index also increased by 3.05%. This gives a signal that the property market is still a promising long-term investment option. PT. Adhi Persada Properti (APP) is a property developer under PT. Adhi Karya has been operating since 2002. APP is a subsidiary of the main contractor of LRT and has special rights to build properties along the LRT line. APP is also considered as the pioneer of campus apartments at leading universities in Indonesia Having the advantage in constructing buildings along the LRT route and being a pioneer in building campus apartments does not prevent APP from competing. Tight competition in the property sector has contributed to the decline in sales that APP experienced from 2016 - 2018. Other external factors such as domestic political conditions, decline in currency exchange rates, currency fluctuations to economic growth that did not increase also affected APP's business. This research aims to map APP's business strategy as a developer company so that it can compete and remain superior in the property sector. Strategy mapping is done by identifying the internal and external environment using PEST analysis, determining the KSF (Key Success Factor) in the property industry itself, analyzing existing business models with BMC (Business Model Canvas), evaluating existing BMC with SWOT analysis so that it is formed. BMC improvements for the new business model, which will generate alternative strategies for APP's business and the managerial implications APP will need to face for the new business model. The focus of improving the business model is on the Customer Segment to be more detailed in targeting the right consumers, improving Channels in the use of information technology, adding Value Propositions to attract consumers to choose APP products, and strengthening Key Activities with risk analysis in new product development. The improvement in this business model resulted in an alternative strategy such as marketing and sales strategy sector, risk management, the formation of a special research and development division and a product focus strategy.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Business Model Canvas, Key Success Factor, Properti, Strategi Pengembangan, BMC, Business Model Canvas, SWOT Business Model Canvas, Key Success Factor, Property, Development Strategy
Subjects: Manajemen Strategi
Depositing User: SB-IPB Library
Date Deposited: 24 Nov 2022 03:13
Last Modified: 24 Nov 2022 03:13

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