Prefabricated Housing Business Strategy for Dummies
Yofangga Rayson, Ningky Sasanti Munir
PPM School of Management, Jakarta, Indonesia
yofangga[at]gmail.com
PPM School of Management, Jakarta, Indonesia
nky[at]ppm-manajemen.ac.id
Abstract
Rapid technological developments have changed many things in the construction industry, particularly in the development methods. One technologies that gives a considerable influence in this industry is a prefabricated system, where the building components have been produced previously in the factory and transported to the construction site to be assembled. Woodlam Indonesia is a new company that produces prefabricated houses for middle to upper market segments. The problem is, the use of prefabricated systems for housing construction has not been widely known by people in Indonesia. Besides educating the people continuously, Woodlam Indonesia must have another way to survive in this prefabricated housing industry. Therefore, a business strategy is needed to clarify the goals and directions of the companys work in the future. The aim of this study is to analyze the business models that are being carried out by Woodlam Indonesia and recommend business strategies that should be implemented. The research method is descriptive cross sectional with case study approach in the company. The data collection techniques are by conducting interviews, observations, and literature studies. Based on the results of this study, several strategic plans were carried out for the next three years that was in line with PT. Woodlam Indonesia Abadi, namely "Quality of Life". Strategies to improve market penetration that will be carried out are (1) Using early adopter public figure to show the luxury of prefabricated houses; (2) Improving marketing tools by optimizing digital marketing; (3) promote sustainability in every marketing campaign used by Woodlam Indonesia.
Keywords: construction, prefabricated system, business strategy, business model
Topic: Strategic Management