Abstract
PT CNI is a property developer company located in Cibubur. A high demand of residence leads many developer companies offer some types of housing in this area. PT CNI is currently experiencing a sales-declining, due to the high level of business competition and the sluggish national property market. Therefore, a new strategy formulation is needed that could be applied to re-increase company sales. This study aims to develop a company's strategy by describing and improving the business model of the company based on business model canvas (BMC), IE matrix, SWOT analysis, and blue ocean strategy approach. The data is collected by interviews, questionnaires, and literature studies. Informants were determined through a purposive sampling technique. From the results of the analysis, several strategies were formulated. Then the strategies were mapped back to the new BMC. The improvement shows that there are enhancements to some elements in the company's BMC.
Highlights
Every year, the population in DKI Jakarta has increased with the population growth rate reach 1,19% in 2019 (BPS, 2020)
(2) Value Proposition: PT CNI is a subsidiary of Ciputra Group, one of the biggest property developer company in Indonesia, which has a positive image in the community
PT CNI was the first to offer the concept of housing within the Central Business District (CBD) area in Cibubur so that the increase in land prices was quite significant here
Summary
The population in DKI Jakarta has increased with the population growth rate reach 1,19% in 2019 (BPS, 2020). Causing a high demand for residence as well. A high demand of residence in Jakarta, has resulted the land prices in that area surged every year. This situation makes people choose to find alternative area for their residence in a buffer zone. Only 30 minutes drive from DKI Jakarta, currently in the Cibubur area there are several infrastructure development projects. The construction of infrastructure is a catalyst to increase industrial market growth in an area including the property industry
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