JATINANGOR MAYFAIR TOWNHOUSE

MARKETING PLAN
Marketing Management
MM 5003
Final Exam

Andi Dea Kamala Bonita

29113066 / YP49A
Nebrian Hardika
29113122 / YP49A

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2015

Jatinangor Mayfair Townhouse

1. Executive Summary
PT Pakuwon Jati Tbk. is a diversified real estate developer focused in Jakarta and Surabaya. The
Company's portfolio of prime properties includes retail, residential, commercial and hospitality
developments Established in 1982 and listed on both the Jakarta and Surabaya Stock exchanges
since 1989, Pakuwon Jati is an established brand name with over 25 years of experience
successfully developing, marketing and operating properties. The Company is vertically
integrated across the full real estate value chain from land acquisition, property development,
marketing and operational management.
Based on Companys Article of Associations, the Company is engaged in business:

Shopping center named as Tunjungan Plaza

Business center named as Menara Mandiri

FiveStar Hotels named as Sheraton Surabaya Hotel and Towers, also

Real estate business Pakuwon City (formerly Laguna Indah Housing) and industrial
estate (which has not operated and will change to residential estate), all located in
Surabaya.

PT Pakuwon Jati Tbk. have experience and capacity to capture market share of property in
Indonesia. However, PT Pakuwon Jati Tbk. are not able to utilize the potential of property
market in Bandung. So the Mayfair Townhouse project is a stepping stone for company to begin
capturing market in Bandung, especially Jatinangor.
Thus, the project comes to answer the potential growing population in Jatinangor, the
educational massive project, and welcoming the increase of Bandung economic power.
2. Situational Analysis
2.1. Market Summary

Market Demographics
BANDUNG
Bandung is city located in the West Java. Strategically linked west java and middle
java, Bandung often times used as transit area for logistic coming from west to
middle java. With the size of 8.098 Ha, Bandung can be considered as middle sized
city, if compared with Jakarta. Population reach up to 2.5 million with steady
increase about 1.2% each year since 2010. Based from population pyramid, it can
be seen that Bandung had a very good age distribution.

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Productive ratio shows 70% out of total, with realization that 90% out of total
population are still working. It shows how Bandung have a good population an
economic balance. Unemployment level also decreasing year by year since 2010,
with rate around 8-12%. Bandung economic income reach up to 4.33 Trillion
rupiah, which a 30% increase over year 2013. Thus, economic in a whole is
increasing around 8.87% in 2013. The increase of Bandung economic power is not
solely due to the locals, data shows that the rate of air traffic is increasing
incrementally.

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Business sector in Bandung growth massively due to foreigner from other cities or
country. A ratio of 42% business sector in Bandung were in property, restaurant,
and trade . People come to Bandung rated up to 50.000 person each year, which
divided equally from low to high class level. Bandung well managed city, and great
atmosphere create a target location for many. This create an increase in property
sector around 15-30% since 2010. Tribune news stated in 2010 that Bandung is one
of the best city to invest in property business.

From townhouse, to apartment, they shows a promising future. The growing

business, economic power, rate of population are the major determinant for investor
to invest in Bandung. Indo news also stated that the price of property in Bandung
shows a positive number with a steady increase around 7.5% - 11.5% each year
since 2010. However, 71% out of total property searches are still looking for
housing, not apartment. Moreover, this is an opportunity for investor to invest in
housing.

JATINANGOR
As the rate of people invest in property keep rising in Bandung, Jatinangor hold its
own advantages. Located in east of Bandung, Jatinangor were once a left behind
area, which only several considered to invest. This is due to its location that far from
central city of Bandung. Connected via toll road, and public road, Jatinangor is easy
to reach. Right now Jatinangor is one of the most considered area to invest.
Information taken from lecturer in ITB, UNPAR, and IPDN shows that they are
planning to reside its university in Jatinangor .

UNPAD already station in Jatinangor, and keep planning to increase its capacity.
Central Bandung is not suitable anymore for studying. Thus, Jatinangor as
undeveloped area considered as the future of Bandung academic area. ITB and
UNPAD, already had their master plan to construct massive and multiple building
for its university. Even ITB School of business and management (SBM) already
migrate their student to Jatinangor.

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Market Needs
Today, Jatinangor is still minim of housing and apartment supply. With the
upcoming prediction that all of those university will reside in Jatinangor, it can be
forecast that the rate of population rate will increase exponentially up to 500% in
the next decade. Therefore, the demand will began increasing, and the supply will
be filled. Investor should get an early ticket to participate in this investment, before
the land price, and opportunity missed. Below are Jatinangor forecasted map, with
some are still under development, and some already established. UNPAR in the
other hand have not yet determined where to reside.

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Most of the student, or citizen in Jatinangor will be varied, from low to high class.
This can be seen from the capacity of student and lecturer class level. Most ITB
SBM considered as middle to high, and UNPAR already well known for its middle
to high class private university. Not to mention, the proportion of Jakarta citizen
that be part of the university. Their buying power will together increase the area
economic condition. Jatinangor not only has a promising future for property, but
also resemble a market for middle to high class housing.
The rate of economic growth in Bandung, major plan, population growth, easy
access, and combined with great atmosphere in Jatinangor, created the best
condition to invest especially in housing.

Market Trend
Market trend in business property in Bandung is significantly increasing. This trend
has shown itself in recent years this. Many housing also apartment who stands
growing rapidly at some points in the past may not inconceivable. Suppose, the area
of bandung bandung east and south used to just considered regions pasisian alias
the edges were not is in the category of the construction of new occupancy rapidly.
But in reality, it is now many housing that stand in the area of east bandung for
example, we can see new perumahan-perumahan in the regions ujungberung, cibiru,
cinunuk, cileunyi, until the area of university campus in jatinangor. Not to mention
if we talk to him about the development of its gedebage very promising with due to
the construction of bandung gelora the lake of fire. This is the prospect of defining
feature of the property of being promising.

Since 2011 ,the construction of housing in Bandung is also not only in the form of
residences in new land . Now, trend in bandung was also the construction of housing
in housing complexes that have been constructed long (known also with housings
clusters). The phenomenon of an increase in the sale of property in bandung and the
surrounding areas it is aftermath of population density of being within the city of
Bandung. The land price that increasingly narrow make the price of housing in the
city of Bandung rival sharp .The alternative, the area of a suburb of Bandung now
be the solution for those who want to build or buy a house. Because the fact in the
field indicates that property prices in Bandung every year an uphill sharply
compared to other cities in West Java.
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Market Growth
In 2013 one of the sectors that showed exceptional growth is Indonesias property
market. On average, net profit of companies engaged in Indonesia's property sector
grew 68 percent during the full year. Of the 45 property companies that are listed
on the Indonesia Stock Exchange (IDX), 26 posted net profit growth that exceeded
60 percent. In the first quarter of 2014, the property sector index of the IDX
continued its fast pace by rising over 45 percent.

Prices of Indonesian residential property also have risen significantly since 2011 at
around 30 percent per year. Although having risen sharply, there are no signs of a
bubble yet as Indonesian property prices come from a low base, while the
affordability ratio of Jakarta is still moderate compared to capital cities in other
Asian countries. What makes Indonesia property grow smoothly was due to its
Four years of strong economic growth. Indonesias economy grew by 6.2% in 2012,
after real GDP growth of 6.5% in 2011, 6.2% in 2010 and 4.6% in 2009. And
Indonesias strong economic growth is expected to continue - real GDP growth of
about 6.2% to 6.6% is in 2013.

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Public capacity to spend increase as GDP rise. The capacity of public spend work
in the same as the Property price and its economic cycle. Property prices will be
moderate in 2014 although housing demand in the Greater Jakarta area remains
robust amid a growing population, the continued process of urbanization and a
growing per capita GDP. It also stresses that Indonesia has a young population over 50 percent of the total population is below the age of 30 years - and thus many
Indonesians are expected to buy their first house in the near future. We can see that
the opportunity to invest and develop property business in Indonesia is open wide.
The Indonesia property market will remain in a good shape with marginal
fluctuations expected to occur during 2014 owing to economic and political
fluctuations lying ahead. The prices for every segment have nearly doubled since
the past three years in majority of the regions and will continue to augment in the
short term future. Despite these the market in the future was likely to reach USD ~
million in 2018 and is projecting to grow at a CAGR of 9.6% during the period
2014-2018.

We believe that the property market in some larger cities of Java has started to
become saturated. Jakarta, Bandung and Surabaya are mentioned has cities that
have seen such an increase in property development in recent years that their future
perspectives are revised down. Other islands, such as Sumatra and Kalimantan, are
said to be potentially large markets that are currently still underdeveloped.

2.2. SWOT

Strength
Pakuwon reside as one of the expert for property development in Indonesia with
experience over 25 years. Its IPO, act as approval for company transparency.
Experience handling multiple property plan, made Pakuwon diversify its source of
income, from hotels, to shopping center. Its net revenue growth that exceed 50%,
from the past 5 years, proof how effective and efficient the company operate.

Weakness
In terms of property, up until now Pakuwon focusing mainly in Jakarta and
Surabaya. Pakowon has not yet come as contender in many other area such as
Sumatra, Kalimantan, and Nor Sulawesi. Which actually consist an opportunity.
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Therefore, Pakuwon is not very expert in analyzing or creating projection in the
cities other than its home base.

Opportunity
Property is considered as growing opportunity in Indonesia, as population keep
increase exponentially. This also followed by the GDP growth rate of Indonesia that
reach almost 6%. Mc Kinsey also stated that Indonesia as one of the top 17th for
GDP volume, and will increase up to next decade. Opportunity reside in the national
capacity to spend, and especially in Property, where population growth rate as its
determinant factor

Threat
Pakuwon does not strife alone in competing the market share of property. There are
many competitor in the market such as Bumi Serpong Damai, Lippo Group, Agung
Podomoro Group, etc. all of them also embed the experience, and capital power that
compete with Pakuwon. The rapid increase of land price also considered as a threat
in property developer, if does not handled faster. Other things is that several factor
would affecting the property industry, such as; Mortage Interest, cost of building
material, and tax rates. This factor should be monitored by the player in the market.

2.3. Competition
We divided the competition into 2 categories, Direct Competition and Indirect Competition.
Direct competition are an apple to apple competition. Competitors who have or potentially
will have the same project or product as PWON in this project, which are Townhouses. And
indirect competition are competitors who have or potentially will have products or projects
that could be a substitute for this product or project for PWON such as apartments.

Direct Competition:
Competitors
Istana Group

Overview and Positioning

Providing as many services as possible to the community
through providing accommodation, facilities and other
social responsibilities. The first property developer in west
java and already have a strong recognition in Bandung city.

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Indirect Competition:
Competitors
Bandung

Inti

Overview and Positioning

Graha A strong player in property business in Bandung. Bandung

Group

Inti Graha Group have an advantage because of their

experience since 1986 and focusing in Bandung City and
Regency. Owned many apartments, hotels and shopping
malls across Bandung such as Galery Ciumbuleuit, BTC
Hotel, Grand Setiabudi Hotel, etc. In Jatinangor, Bandung
Inti Graha already developed a very first apartment in
Jatinangor, Pinewood Apartment, and a shopping malls,
Jatinangor Town Square.

Agung Podomoro Group

The pioneer of real estate concept in Indonesia. A strong

player in Jakarta. Since 1995 they focusing on the projects
with utilizing the limited land in the city concept. They
are famous with developing an apartment with fancy
shopping malls and play a strong role in the increasing
number of shopping malls in Jakarta. But yet so far they just
did 2 land projects in Bandung.

Lippo Group

The pioneer of well-planned and cohesively designed

independent townships which instigated in anticipation of
todays rapid urban population sprawl. The developer of 2
famous shopping malls in Bandung (Bandung Indah Plaza
and Istana Plaza) and Siloam hospital, but yet they havent
run any residence projects in Bandung city.

Wijaya Karya

Have a strong name as a contractor and developer and have

an advantage as a state-owned company. With Wika Reality
as their subsidiaries in Lands project, Wijaya Karya already
have experiences and projects especially in High Race
Building. In Bandung, Wika Reality owned and developed
a High Rise building including apartment, Tamansari La
Grande Bandung.

Pembangunan Perumahan Another strong player and a state-owned company in

(PP)

property business. PP have a business entity focusing in

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property business which is PP Properti. In Bandung PP
Properti owned a hotel, Park Hotel Bandung, and
developing another one, Pullman Hotel.
Adhi Karya

Adhi Persada Properti is one of business entity from Adhi

Karya in property line business. Another strong player and
a state-owned company in this business. Taman Melati
Jatinangor is the only property project that Adhi Persada
Property developed in Bandung City and Bandung Regency
area.

2.4. Product Offering

The Project, Mayfair townhouse will construct a townhouse with moderate size land of 200
m2, over massive land of 14.000 m2. Totaling a number of 56 luxurious house unit, this
will create a self-sustaining cluster of houses. Each house will contribute 50 m2 for green
area, pedestrian, and road. The cluster will have its own self-sustaining security, garden,
and jogging track.

The townhouse would represent a luxurious housing that deliver a modern, environment
friendly, and comfortable experience. A townhouse that suitable to the newly wed, high
pace and modern university student, or veteran who desire a comfortable resting place.

3. Marketing Strategy
3.1. Mission
One of the mission of PT Pakuwon Jati Tbk is developing premier superblocks and
townships which enhance quality of life. PT Pakuwon Jati Tbk have experience and

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capacity to capture market share of property in Indonesia. However, PT Pakuwon Jati Tbk
are not able to utilize the potential of property market in Bandung. So this project could be
as a stepping stone for company to begin capturing market in Bandung, especially
Jatinangor.
By provides high quality and comfortable units house also supported with clean
environment in which our resident can enjoy all of the benefits of safe, attractive and
inviting houses. Resident safety, happiness and comfort are our main goals.
PT Pakuwon Jati Tbk maintain competitive market price while working toward expanding
the number of units owned, and increasing total profits earned.

3.2. Marketing Objective

The project comes to answer the potential growing population in Jatinangor, the educational
massive project, and welcoming the increase of Bandung economic power. Thus the
objectives of this project:

Encouragingly substantial sales in year one and growing steadily through year three.

Gross margin moderate and improving over the span of the plan.

Net profit/sales to be positive by the second year.

Have a crime rate of 0.

3.3. Financial Objective

This project require funds Rp 44,544,800,000 and expected to gain profit less than 3 years.
With NPV more than Rp.10.000.000.000 and the IRR is above 20%. The funding of this
project will be come from companys funding and bank loans. Financing decisions plays a
foremost role in the real estate market, as real estate transactions involve a large amount of
cash flows, which is usually funded by external sources such as bank.

Ratio

PWON

Industry

1,4
1

2,82
1,41

55% 127%

82%

Liquidity
Current Ratio
Quick Ratio
Debt
Debt Ratio
Debt to Equity
Profitability
Gross Profit Margin

33%

47%

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Operating Profit
Margin
Net Profit Margin
Return on total Asset
Return on Equity

33%
37%
12,22
27,70

30%
38%
8,1
16,23

Price/Earnings

12,39

18,96

Market

Firm Condition
Liabilities (Rp'000)
Equity (Rp'000)
Debt to Equity

Total Asset (Rp'000)

Solvency over total liabilities

Retained Earnings (Rp'000)

Remarks
5,195,736,526 Company debt to equity ratio, and
liabilities solvency shows that the
4,102,508,882 company is at moderate level.
1.27 Both equity and asset able to cover
its liabilities. Retained earnings
shows a steady increase each year,
9,298,245,408 totaling this year with 2 trillion
rupiah.
0.56
Which made the best funding
scheme to use half retained
earnings and half taken from banks.
2,133,582,174

Funding Scheme
Banks (50%)

22,272,400,000

Retained Earnings (50%)

22,272,400,000

Retained Earnings used

1.04%

Firm Fundamental and Funding Scheme

Cost of Equity
AAR (Aritmetric Average)
Compunding Annualized Return (AAR)
GAR (Geomertic Average)
Compounding GAR
Beta
Variance.P Month
Var.P.year
Std.Dev
Risk Free
COE AAR
COE GAR

2,16%
26,0%
1,48%
19,28%
1,21
1,39%
16,74%
40,91%
7,5%
15,475
14,64%
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Cost of Debt

CIMB
Mandiri
BCA
ICBC
Total

Loan
Interest Paid Annually
Weight
835.522.839 11,25%
93.996.319
49%
360.000.000
10%
36.000.000
19%
325.543.313 10,75%
34.995.906
18%
243.323.190 10,75%
26.157.243
14%
191.149.468 10,85% before tax

Weighted Average Cost of Capital (WACC)

Cost of Equity
15.5%
Cost of Debt
10.9%

COE weighted

Long term Liabilities

Total Equity

2,345,869,289

3,876,350,621

COD Weighted

Weight

Weight

4.09%

37.70%

62.30%

10%

W.A.C.C
12.7%

3.4. Target Market

The target market of this Townhouse are people who have an interest to invest their money
to buy a house just for an investment or for living in the developing area of Jatinangor.

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3.5. STP

Segmenting
First we divided the segment of the market based on the demographic (profession)
Family of students or future students of the university which the campuses
are located in Jatinangor area.
Landlords who buys house as an investment or to rent it as a boarding house
for the students of the universities.
Workers who work in Bandung and want to buy a house for living.
Entrepreneurs who want to seek place for their businesses.
Second we divided based on the geographic area:
People including students who live or stay in Bandung City.
People including students who stay in Jatinangor area.
People from outside Bandung City and Bandung Regency.

Targeting
Our most suitable target are families of students or future students that the campuses
are around Jatinangor area. And landlord who wants to buy houses to rent it as a
boarding house to students because of the opportunities in the upcoming future for
Jatinagor as an academics area.

Positioning
The luxury green townhouse with its self-sustaining facilities, free garden services,
easy access (near toll road) and located in developing area which have a bright
future especially for academic purpose.

3.6. Strategy
The strategy of the new projects from PWON is differentiation focus because of the Narrow
Target in their competitive scope and differentiation in their competitive advantage.
Competitive Advantage

Competitive

Scope

Broad
Target
Narrow
Target

Lower Cost

Differentiation

Cost Leadership

Differentiation

Cost Focus

Differentiation Focus

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Broad Target: Because Bandung as one of the main destination for academic purpose
especially in university level with many competitive university such as ITB and UNPAD.
The competitive scope will eventually just within Bandung City and Regency, especially in
Jatinangor area.
Differentiation: Due to current condition which is there still limited Townhouse or Real
Estate in Jatinangor area. PWON will have a differentiation competitive advantage in the
market at Jatinangor area by developing Townhouses with luxury and modern design and
free gardens services.

3.7. Marketing Mix

Product
The Townhouse: A luxurious moderate size house with modern exterior design, and
minimalist interior design. The design will represent shape and layout that
appropriate with todays trend and consist of two floor and one semi basement. In
the backyard there is open space with small garden and swimming pool. Designed
by architect expert, Dea Bonita.S.T.

3D View

Floor Plan View

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Front View

Backyard 3D View
Features:
Housing Feature
Bedroom

Bathroom

Kitchen

Carport

Land

200m2

House

175m2

The house is not furnished, but we will be able to give a reference for the furniture
design/buy if needed. There will be one main bed room, two regular bed room, and
one small room, that can be used as storage, or another bedroom. Carport will be
in small size, but able to withstand medium SUV. Kitchen is stationed together
with living room. Active land used will be 175 m2, while the other 25 m2 for green
area around the house.
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House Blueprint

Place
Below are the location of the selected area in Jatinangor that would be process.
Located in the west of university, and city center. South, and southeast area are still
green. It will be our source of fresh air.

Price
Rp 1,500,000,000 per unit for first year selling period. Sfter one year the price will
increase 20%.
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Promotion
Brochure / mass media marketing and the property website. In Indonesia, online
property portals are increasingly becoming a tool for research on buying, selling or
leasing residential, commercial, retail and other kind of properties. Online property
websites are used to take the relevant steps to buying or renting a property. This
starts with searching for relevant properties within our consumers price bracket.
Once a property has been found, these platforms can be used to contact property
agents, request call backs for further information on specific houses, and finally
purchase the perfect property.

3.8. Marketing Research

Whether looking in residential or investment property, buyers are concerned with the many
elements surrounding the property itself, including the lifestyle, location and culture of the
area. Then theres access to health services, transport, education, entertainment, day-to-day
living conveniences all of these things influence the choice of a buyer.

Competitor is already offered varieties products and much more complex so we need to
know the needs and consumer advocacy in order to give a products in accordance with the
wishes, necessity, perception and lifestyle of the consumer in order to attract consumer.

Several factors that affect buying intention to invest property:

Physical Evidence
Exterior design
Showed the style of the house from the outside. So buyer can see the colors
and texture that provide in the house.

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Interior design
The layout design should make the residence feel comfort. Good air and
lighting system.
Atmosphere
No air and sound pollution, easy to get clean water, good accessibility, etc.
Furniture
Should design to answer the needs of each room in the house.
Facility
Easy to get good facility around the residential.

Price
Reasonable price and the opportunity to have loan to pay.

Service
Get a good quality before and after services.

Location
The location was easy to reach by public transportation, not frequent traffic
congestion.

Sales Person
The salesperson should have knowledge about the product that offered, give a good
presentation about every detail of the house and have a good relationship with the
buyer

Buying Intention
The buyer always want to get the detail information of what they will going to pay
and they always have preference to the product.

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4. Financial
4.1. Sales Projection
PROJECTED CASHFLOW AND FINANCIAL FEASIBILITY

DESCRIPTION

Condition

INITIAL INVESTMENT

Year.1

Year.2

Year.3

Year.4

Year.5

15

10

1,500,000,000

1,725,000,000

1,983,750,000

2,281,312,500

2,623,509,375

30,000,000,000

25,875,000,000

19,837,500,000

15,969,187,500

10,494,037,500

795,442,857

982,942,857

982,942,857

982,942,857

982,942,857

2,000,000,000

2,200,000,000

2,420,000,000

2,662,000,000

2,928,200,000

1,000,000,000

1,100,000,000

1,210,000,000

1,331,000,000

1,464,100,000

44,544,800,000

SALES

PRICE

Growth 15%
(annually)

TOTAL SALES
REVENUE

Year.0

Rp.

20

EXPENDITURE
HOUSING

MARKETING

Growth 10%

Advertising and Media

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Roadshow

1,000,000,000

1,100,000,000

1,210,000,000

1,331,000,000

1,464,100,000

990,000,000

1,089,000,000

1,197,900,000

1,317,690,000

1,449,459,000

Salary

900,000,000

990,000,000

1,089,000,000

1,197,900,000

1,317,690,000

Bonus

90,000,000

99,000,000

108,900,000

119,790,000

131,769,000

3,785,442,857

4,271,942,857

4,600,842,857

4,962,632,857

5,360,601,857

26,214,557,143

21,603,057,143

15,236,657,143

11,006,554,643

5,133,435,643

(18,330,242,857)

3,272,814,286

18,509,471,429

29,516,026,071

34,649,461,714

GENERAL EXPENSE
Employee

TOTAL
EXPENDITURE

Growth 10%
15 Person

Rp.

Profit / Cash Flow

Discount rate
Commulative Cash flow

(44,544,800,000)

12.70%
Rp.

FINANCIAL
FEASIBILITY
NPV

Rp.

14,204,689,061

IRR

Rp.

20.55%

Payback Period

Year

(18,330,242,857)

2 Years and 5
Months

After calculate the sales projection, this projects result is good for the company because all of the financial objective are full field.

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4.2. Expenses
Project General Expense
Employee

15

Salary

5,000,000

Bonus

500,000

Total cost (1st Year)

990,000,000

Increase

10%
Marketing Expense

Advertising and Media

2,500,000,000

Roadshow
Jakarta

1,500,000,000

Bandung

1,000,000,000

Total cost (1st Year)

5,000,000,000

Increase

10%

4.3. Break-even Analysis

Project Overview
Land Area:
Housing:

Details
14 m2
m2 (include
250 50m2, for Road
and pedestrian)

Total House:
56 Unit
Total Design Fee: 2,500,000,000 Project
Total Land Price: 14,000,000,000 Project
Initial Investment 44,544,800,000
Breakdown
House Construction Fee(Rp.):
Land (ask):
Land(bid):
Design Fee:

2,000,000
500,000,000
1,250,000
1,000,000
250,000,000

Details
m2
Unit
m2
m2
Unit

44,642,857 Unit
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m2 (calculated
4 200m2, house
effective)

IMB

COGS house - Total

Selling price (1st Year)
Profit
Fixed Cost
Variable Cost
Breakeven Volume

800
795,442,857
1,500,000,000
704,557,143
16,500,000,000
795,442,857
23

unit
Unit
Unit
Unit
Project
Project
Unit

Break-even Chart

Units Required for Break-Even:

Dollar Sales Required for Break-Even:
Variable Costs Per Unit:
Total Variable Costs:
Total Fixed Costs:
Months to Break-Even:

23
Rp35.128.449.474,82
$795.442.857,00
Rp18.295.185.711,00
Rp16.500.000.000,00
0,0

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Jatinangor Mayfair Townhouse

5. Implementation
5.1. Control
In controlling the implementation of the project, we should make a mitigation strategy of
the risks so if the risks is do happen in the future, we could make a strategy to overcome
that risk in the most effective and efficient way.
Risk Identification

Mitigation Strategy

Low unit sales

Make

new

Responsibility

marketing Marketing Manager

strategy or improvise the

current strategy to increase
the sales
Late finish of the project

Make a new target with Project Leader

bonuses as a stimulus and
fine as a punishment for the
late

New

development

of Create a new values and POD Project Leader

similar project from the to

be

more

competitive

competitors

against the others

Cost over budget

Make a new fund request Finance Manager

from the company or loan the
money from the Bank

5.2. Marketing Organization

Berau Marketing

Marketing
Division

Mass Media
Marketing
Specialist

Sales
Division

Digital
Marketing
Specialist

Salesperson
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Jatinangor Mayfair Townhouse

Marketing Manager
Manager is the one who lead the marketing and sales division. Control the staff to
do marketing for the advertising of the project and also control the sales staff to
achieve goal on sale.

Digital Marketing Specialist

Nowaday, every property has a personality that a property site can spotlight. With
all of the search sites available, homes and properties get grouped with other listings
enabling them to get lost in the mix. In today's media rich world every property for
sale deserves its very own website. The specialist make sure that the website
provides all of the detail about the information of the Jatinangor Mayfair
Townhouse. Todays buyers looking to purchase a property overseas, expect to find
what they are looking for quickly and easily on-line. The buyers want to see; a
Google Map location of the property, quality details and a quick response to their
enquiry 7 days per week. This and more comes as standard.

Mass Media Marketing Specialist

Brochure design is all about up excitement,
anticipation, and interest. The perfect shop window
to advertise all available properties, or to promote
a service, or to advertise a single prestigious home
that the agent feels buyers need to know about.

Salesperson
Salesperson make list details of land or buildings
for sale and arrange the advertising of properties
also assess buyers' needs and locate properties for
their consideration.

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