EVALUASI STRATEGI BLUE OCEAN DALAM PENERAPAN GREEN PROPERTY PT HARMONI PROPERTI INDONBSIA
| Main Authors: | , Viviet Yunniastuti, , Dr. Wakhid Slamet Ciptono, MBA., MPM. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/125679/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65852 |
Daftar Isi:
- Increasing public awareness in the importance of maintaining a healthy planet, which is supported by the incessant action of the greening earth campaign from both the government and the non government institutions from within and outside the country, gave birth to a new concept in the world of property called green property. Green property is a property that promotes the concept of sustainability and enviromentally friendly natural surroundings, where it will increasingly become a necessity for the development of a property project current and future. And from the business side, the application of green property is still can be a value added for the product. On the other hand, the application of green property globally influence on the increased cost ranged from 10-20%. This is due to several green property criteria which must be followed and implemented by the developer both in terms of land and material. All of that green property criteria is off courese effects on the increase in costs, and an increasing in costs automatic effects on the price increase to consumers, so far this weakness of green property is at a higher price than non-green property. Starting in early 2010, PT. Harmoni Property Indonesia implemented blue ocean strategy by creating an innovative product that has not been offered by the property industry, with the aim of reaching a significant market share relative to the level of competition is still close to zero (0) to cover the weaknesses in terms of higher prices. The purpose of this study focuses on proving whether business strategies implemented by PT. HPI is in conformity with teh standard of the blue ocean strategy or not, as well as the evaluation of the effectiveness of the strategy for the company. Efforts to prove the suitability of the elements is done by identifying the standard of blue ocean strategy and the strategy applied by PT. HPI, by using 25 points which will be used as an indicator and instrument of variable A (charactistics of blue ocean strategy) and variabel B (characteristics of PT. HPI business strategy). Strategy of PT. HPI will be concluded together with the standar of blue ocean strategy if at least 90% similarity level. Effectiveness evaluation is being carried out with reference to the company�s three core targets: Sales Target (ST), Project Profit Target (PPT) and Next Project Target (NPT) with the implementation of the business strategy. Results of this study found that blue ocean strategy has melted and become part of the business practices in PT. HPI and finding that Holiday Home as a concept of practice as a form of blue ocean strategy proved effective to achieve the Project Profit Target (PPT) maximum for the company, but from the side of Sales Target (ST) and Next Target Project (NTP) is only effective if applied at tourist sites only, and less effective when applied in not tourist sites although tourist though.