ANALISIS STRATEGI BERSAING PT PRIORITAS LAND INDONESIA PADA INDUSTRI REAL ESTATE DI DAERAH JAKARTA DAN TANGERANG DENGAN PARADIGMA STGRUCTURE CONDUCT PERFORMANCE

Antonius Congles, Ertambang Nahartyo, Ph.D., CMA.

2013 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk menganalisis strategi yang diterapkan oleh PT. Prioritas Land Indonesia (PLI) persaingan dalam industri Real Estate di daerah Jakarta dan Tangerang. Beberapa strategi bersaing untuk meningkatkan kinerja juga diterapkan oleh PT. Prioritas Land Indonesia. Lingkup penelitian adalah penelitian anlisis deskriptif kualitatif pada PLI. Data yang digunakan dalam penelitian ini adalah data gabungan antara data primer dan data sekunder. Data primer diperoleh dari hasil wawancara langsung, dan kuesioner. Sedangkan data sekunder diolah dari asosiasi Real Estate Indonesia (REI), dan studi kepustakaan, laporan rekapitulasi dari lembaga riset seperti Cushman and Wakefield Penelitian menggunakan pendekatan paradigma Structure Conduct Performance (SCP), yang diuraikan menjadi beberapa bagian yakni analisis struktur pasar industri real estate, analisis Porter’s Five Competitive Forces, analisis Customer Perceptual Map, analisis kinerja dengan pendekatan Balanced Score Card yang terurai menjadi Customer Perspective, Learning and Growth Perspective, Financial Perspective, dan Internal Business Process Perspective Hasil penelitian menunjukan bahwa, struktur pasar industri real estate di Jakarta dan tangerang adalah persaingan monopolistik dan kekuatan ancaman masuknya kompetitor baru tergolong tinggi atau barrier to entry yang rendah. Tingkat kualitas dan harga PLI masih dibawah kompetitor, namun sebagai pemain baru PLI cukup baik dalam inovasi produk dan strategi promosi, yang merupakan kunci sukses dalam setiap peluncuran produk baru. Sebagai pemain baru dalam industri Real Estate kinerja PLI dilihat dari pendekatan elemen-elemen Balance Score Card, tergolong cukup baik. Hal ini diyakini bahwa perusahaan akan mampu meningkatkan daya saing dan meningkatkan strategi diferensiasi melalui beberapa cara seperti, meningkatkan kualitas produk dan pelayanan serta harga. Perusahaan juga perlu menerapkan Human Resources Management (HRM), pemerataan Sistem IT, penerapan Standard Operational Procedure, dan konsisten terhadap strategi diferensiasi yang digunakan untuk dapat bersaing dalam industri real estate di daerah Jakarta dan tangerang yang semakin terfragmentasi dan semakin banyak jumlah kompetitor nya.

This study aims to analyze the strategy adopted by PT. Prioritas Land Indonesia (PLI) compete in the Real Estate industry in the area of Jakarta and Tangerang. PT. Prioritas Land Indonesia applied some competitive strategy to improve the performance and win the competition. Scope of the research in PLI is descriptive qualitative research . This research is using combination of data between primary data and secondary data. Primary data obtained from interviews and questionnaires. While secondary data compiled from the Association of Real Estate Indonesia (REI), and a literature study, summary report of the research institutes such as Cushman and Wakefield. This research is using Structure Conduct Performance paradigm, consisting of into several sections which analyzes market structure real estate industry, Porter's Five Competitive Forces analysis, Customer Perceptual Map analysis, performance analysis approach Balanced Score Card consisting of Customer Perspective, Learning and Growth Perspective, Financial Perspective, and Internal Business Process Perspective The results showed that, the structure of industrial real estate market in Jakarta and Tangerang is a monopolistic competition and the power of the threat of entry of new competitors is high or a low barrier to entry. Quality and price levels of PLI are still below the competitor, but as a new player , PLI have good performance in product innovation and promotion strategy, which is the key to success in any new product launch. As a new player in the Real Estate industry PLI have a quite good performance. It is believed that the company will be able to improve competitiveness and increase the differentiation strategy in several ways, such as improving the quality of products and service as well as price. The company also needs to implement the Human Resources Management (HRM), distribution of IT systems to all of division, applying Standard Operational Procedure, and consistent with the differentiation strategies used to compete in the real estate industry in the area of Jakarta and Tangerang that have more competitor and more fragmented in the future.

Kata Kunci : PT Prioritas Land Indonesia, Industri Real Estate, Paradigma Structure Conduct Performance, Strategi Fokus, Strategi Intensif, Strategi Diferensiasi, Analisis Customer Perceptual Map, Analisis Five Forces Porter