Abstract :

Recovery from economic downturn caused by COVID-19 is still considered slow, despite of all the hard work from private sector and stimuluses being issued by central government. Futura Land as one of real estate developer, is not an exception. Facing the fierce competition and challenges in the future, the Company needs to assess and enhanced business strategy in order to prepare for the future of property market and adapt with the possibility of COVID-19 being an endemic. This research wants to uncover the reason of unrecovered sales performance, the effect of several government initiatives on property market and also recommend business strategy including the implementation plan for the Company. This research used qualitative methodology by utilizing both primary and secondary data.

Based on data analysis, the root of problem is coming from lack of evaluation system in the Company, low brand awareness among potential customer, low initiatives from sales person, low level of product development and collaboration. From external point of view, low purchasing power caused by endless case of COVID-19 new variant has brought a huge influence of the unrecovered sales performance. In addition, the stimuluses in property market is issued by government a year after the pandemic taken its toll. To win competition and grow further, the Company should increase and shifting their marketing communication activities to online platform while revisit the content of marketing materials, develop product development team to bolster the current product design, intensify the role of banks relationship officer in order to help customer eligible for their mortgage financing and bringing wide variety of banks to propose their financing to. Last, the Company should start develop an enhanced and structured evaluation system within the Company to review the effectiveness and continuity of any program being proposed to the management.

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Keywords :

Business Strategy, Government Initiatives, growth, Property Market

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