Analysis of Marketing Strategies in Increasing Sales in Housing

Muh Sirhan, Maskuri Sutomo

This research aims to find out what the marketing strategy is for The Greenlando 2 Sigi housing complex. The sampling technique used non-probability sampling with a purposive sampling technique with 8 respondents or informants in this study. The analysis technique in this research uses descriptive analysis with research data obtained from literature study, observation and direct interviews with related parties in accordance with the research objectives. The data analysis technique in this research uses SWOT analysis and uses a qualitative approach. The results of this research show that the results of the IFAS analysis as an indicator of strength are "product quality" in this case the house has a very good building and is in accordance with the wishes of the community so that it is able to compete with other housing with the highest rating and "use of good communication network signals." difficult� as a weakness because it is at the lowest rating. Meanwhile, the EFAS analysis shows that "houses as a community need" is the biggest opportunity factor owned by the company PT. Borobuduru Bumi Mandiri because it has the largest rating and "rising prices of building materials" is the biggest threat the company has because it has the lowest rating value.

2024/06/15

Marketing Strategy, SWOT Analysis, The Greenlando 2 Sigi

203

207

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21