COMPETITIVE STRATEGY FOR HOUSING SECTOR USING SWOT AND ANALYTICAL HIERARCHY PROCESS: A CASE STUDY OF ROYALE SAWANGAN RESIDENCE

Abstract

The research aimed to analyze the internal and external aspects of the environment of Royale Sawangan Residence. The extensive research was also to formulate the Competitive Strategy of Royale Sawangan Residence in the future. This research applied the qualitative approach with a descriptive type of research and using SWOT (Strength, Weakness, Opportunity, Threat) analysis, and AHP (Analytical Hierarchy Process). Property business run by Royale Sawangan Residence had the total internal score (IFE) of 3.64 which indicated that the company's ability to respond to the strengths and weaknesses and the total external score (EFE) was 3.14 which indicated that the external position of the property business was above average. Therefore, it could be mapped from both matrixes IE (Internal External). IE matrix that was in the position of the cell I (grow and build). Result SWOT for the internal and external factors of Royale Sawangan Residence, concluded that the SO (Strength-Opportunity) are the recommended alternatives strategy to maximize the strength point and foreseen opportunities. Then, the result from the strategic formulation using SWOT analysis selected using AHP. The alternative strategy recommended to Royale Sawangan Residence is to build a small house, infrastructure development, redesigning the house, promotion and joint event exhibition, cooperation with several contractors, and had a dynamic marketing program. By applied these alternative strategies, the Royale Sawangan Residence can run its competitiveness optimally by determining this strategic priority in the implementation.

Keywords

• competitive strategy
• swot analysis
• residence
• internal factors
• external factors