Abstract
One of the government agencies that builds and manages flats is BP Batam. BP Batam has flats located in 5 industrial areas in Batam, namely Batu Ampar, Sekupang, Muka Kuning, Tanjung Uncang and Kabil. However, there are still many people who are not interested in living in BP Batam flats. Although the facilities provided are quite complete. The purpose of this study is to provide a marketing strategy for BP Batam in marketing their flats. The method used in this research is descriptive qualitative by using the Forum Group Discussion (FGD) in collecting data. The results of this study indicate that the IFAS Matrix is 2.48 and the EFAS Matrix is 2.76, so that the IE Matrix is in cell 5. Then the marketing strategy should be the SO (Strength-Opportunity) Strategy. The SO (Strength-Opportunity) strategy was chosen because the strength value (1.825) in the IFAS Matrix is greater than the weakness value (0.6625). In addition, the opportunity value (1.717948718) on the EFAS Matrix is also greater than the threat value (1.051282051). The SO (Strength-Opportunity) strategy consists of (1) increasing the offer of temporary housing contracts to industrial workers outside Batam, (2) construct development with evenly distributed facilities/infrastructure, and (3) construct developments that are located spread across Batam . Keywords : External Condition Factors, IE Matrix, Internal Condition Factors, Proposed Marketing Strategy, and TOWS Matrix
Highlights
Kota Batam sebagai pusat ekonomi dan industri di Kepulauan Riau menjadi daya tarik terhadap arus urbanisasi, kantong-kantong permukiman kumuh yang berada di pusat ekonomi dan di sekitar kawasan industri menjadi tidak terelakan
The purpose of this study is to provide a marketing strategy for BP Batam in marketing their flats
The results of this study indicate that the IFAS Matrix is 2.48 and the EFAS Matrix is 2.76, so that the IE Matrix is in cell 5
Summary
Positioning merupakan aktivitas perancangan penawaran dan citra perusahaan kepada konsumen guna memaksimalkan keuntungan bagi perusahaan. Pemasar perlu melakukan analisis SWOT untuk mengevaluasi keseluruhan perusahaan, seperti kekuatan atau strength (S), kelemahan atau weakness (W), peluang atau opportunity (O), dan ancaman atau threat (T). Analisis akan dilakukan untuk melihat keadaan perusahaan secara internal, diantaranya seperti, product, price, place, promotion, marketing, finansial (Putri et al, 2018). Menurut Nilasari (dalam Hindarwati et al., 2016), matriks profil kompetitif merupakan faktor kunci sukses yang dibandingkan dengan perusahaan pesaing. Kemudian matriks ini akan menghasilkan empat set kemungkinan strategis yang terdiri dari: 1) Strategi SO, dibuat dengan memanfaatkan seluruh kekuatan perusahaan untuk merebut dan memanfaatkan peluang sebesar-besarnya. Menurut Sudaryanto (2016), Boston Consulting Group (BCG) Matrix merupakan salah satu alat yang digunakan untuk merumuskan strategi pada suatu perusahaan yang memiliki multidivisi dan bersaing pada industri yang berbeda. Menurut Wardoyo (2018), Matriks Grand Strategy merupakan alat yang populer untuk merumuskan strategi alternatif
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