Articles

Strategic Competitor Analysis for Market Re-entry: The Case of PT. Primacon Mahatama Sejahtera

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This study investigates the strategic marketing framework and its impact on the business growth of PT Primacon Mahatama Sejahtera, an architectural firm in Bogor. It specifically analyzes the interior design company industry over five years (2018-2023), focusing on two service lines: interior design only, and a combination of interior design and architecture. The research employs a qualitative approach,. The data reveals a peak in project numbers in 2018, followed by a significant decline in 2020 due to the COVID-19 pandemic, which resulted in prolonged stagnation in sales. A detailed competitor analysis highlights a substantial gap in digital presence, with competitors achieving higher engagement through effective use of social media platforms. The study outlines strategic recommendations for PT Primacon to enhance its digital marketing efforts, including leveraging social media analytics, increasing interactive content, and collaborating with influencers. Additionally, it emphasizes the need for improved sales management practices to adapt to evolving consumer preferences. integrating e-commerce capabilities to showcase and sell design services or custom furniture could streamline client engagement and broaden market reach. Embracing sustainable design trends could also position Primacon.Gallery is a pioneer in environmentally conscious architecture and interior design, appealing to the growing demographic of eco-conscious consumers. Additionally, diversifying into corporate and commercial projects could unlock new revenue streams and diversify the company’s market presence. Nevertheless, Primacon.Gallery must navigate several threats. The increasing competition from influencers offering lower-priced services could erode its market share among budget-conscious clients. Economic downturns could dampen client spending on premium design services, impacting revenue streams. The rapid pace of technological advancements in design software necessitates continuous investment in training and technology upgrades to maintain its competitive edge. Moreover, market saturation in the interior design sector could make it challenging to distinguish itself from competitors offering similar services. Shifts in client preferences towards new architectural and design trends could require significant adjustments in service offerings and expertise, demanding ongoing innovation and adaptation.

These findings underscore the importance of a robust digital strategy and adaptive sales management in driving future growth and maintaining competitiveness in the architectural and interior design industry.

Proposed Business Strategies for Business Development in Indonesia’s Interior Design Industry (Case: Hepta Desain)

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This research aims to develop a proposed business strategy for Hepta Desain, an architectural consultancy firm in Indonesia, to capitalize on the interior design division and seize the opportunity for increased profitability. The study explores the internal and external factors influencing Hepta Desain in the interior design industry and identifies strengths, weaknesses, opportunities, and threats through a comprehensive SWOT analysis. The application of the TOWS Matrix and IE Matrix aids in formulating effective business strategies. Analysis reveals that Hepta Desain possesses strong financial capacity, an established organizational structure, valuable physical assets, advanced technological infrastructure, intangible resources, a positive reputation, and relevant certifications. Leveraging these strengths, the company can pursue market penetration and product development strategies to capitalize on existing industry opportunities. However, certain weaknesses and threats, such as limited transportation resources, technological presence, physical market presence, and service activities, require attention. The recommendations include strengthening marketing and PR activities, investing in technology and innovation, expanding physical presence, and developing strategic partnerships to mitigate risks and maximize competitive advantage. By implementing these strategies, Hepta Desain can position itself as a proactive and distinct player in the interior design industry, thereby enhancing its profitability and market standing.