STRATEGI PENGEMBANGAN USAHA AGEN PROPERTI PADA PT. CIPTANUANSA INTI

FELISIA DILIANA, Drs. Saefuddien Hasan, MBA.

2015 | Tesis | S2 Manajemen

Penelitian ini dilakukan untuk mengidentifikasikan struktur industri agen properti dan kondisi persaingan pada bisnis agen properti serta merumuskan strategi yang tepat bagi pengembangan usaha agen properti, khususnya untuk memenangkan persaingan pemasaran hunian apartemen di daerah Kuningan, Jakarta Selatan. Penelitian dilakukan dengan menganalisa struktur industri property agent dengan menggunakan teori yang dikembangkan oleh Michael E. Porter yang mencakup 5 kekuatan bersaing dalam suatu industri, kemudian dengan metode SWOT analisis dari Albert Humphrey penulis mengidentifikasi strength dan weakness serta opportunities dan threats yang dihadapi oleh perusahaan. Kemudian penulis memilih strategi yang tepat bagi pengembangan usaha diantara 4 strategi pengembangan perusahaan yang dikemukakan oleh Igor Ansoff, yaitu market penetration, market development strategy, product development dan diversification. Berdasarkan penelitian, disimpulkan bahwa strategi pengembangan usaha yang tepat bagi PT Ciptanuansa Inti adalah market penetration, market development, product development, hal ini disebabkan oleh semakin kompetitifnya persaingan usaha di bisnis agen properti di daerah Kuningan, Jakarta Selatan sehingga perusahaan harus aktif menerapkan ketiga strategi tersebut agar memiliki banyak pilihan produk untuk memenuhi kebutuhan berbagai kliennya. Pembukaan kantor cabang dibeberapa lokasi kompleks properti baru merupakan strategi yang patut dipilih oleh PT. Ciptanuansa Inti agar produk dan pasarnya dapat berkembang. Pembukaan divisi interior designer dan property renovation juga merupakan strategi yang layak dipilih karena berdasarkan hasil analisa Net Present value dan Profitability Index menunjukan hasil positif.

The purpose of this writing is to identify the structure of property agent industry and its competition condition as well as to formulate the right strategy for the development of property agent business, especially to win the marketing competition of property sales and lease in the Kuningan area, South Jakarta. The research has been done by analyzing the structure of property agent industry by using the theory of Michael E. Porter that includes 5 strength of condition in one industry, as well as SWOT analysis by Albert Humphrey, the writer would like to identify the strength, weakness and opportunities as well as threat that are commonly facing by the company. In relation with that, the writer prefers to choose the right strategy for the business development among the 4 strategy of company’s development which was quoted from Igor Anshoff, i.e: market penetration, market development, product development and diversification. Based on the research, the writer has made a summary that the suitable strategy for developing the business of PT. Ciptanuansa Inti are market penetration, market development, product development. This is because we have to consider the more competitiveness of business competition among property agents in Kuningan area, South Jakarta so that the company should be more active by implementing those three strategies in order to have various products for fulfilling the satisfaction of their clients. The opening of some branch offices in several property complex locations is one of the strategy that can be considered by PT. Ciptanuanasa Inti to develop its products and its markets. The opening of new division interior designer and property renovation is good strategy too, based on the analyze of Net Present value and Profitability Index, that is showing positive result.

Kata Kunci : Agen properti, analisa struktur industri, analisa SWOT, strategi pengembangan usaha,market penetration, product development, market development, diversifikasi