PROPOSED MARKETING STRATEGY FOR PT. HARMONY LAND GROUP IN FACING OFF UNCERTAINTY PERIOD

PT Harmony Land Group is property developer company for landed houses residential that founded by Fithor Muhammad and Ramadani in 2016. As a company that builds from the scratch, Harmony Land grew so fast, only 5 years, in 2021 Harmony Land already has 25 residential projects with 1004 units in five cities, Depok, Jakarta, Bogor, Sukabumi and Medan. In the fourth year of growth, an unexpected big disaster is coming, Pandemic Covid 19. The property business is greatly affected, people are afraid to leave the house, even less to buy a house. After struggling to survive for two years in a pandemic situation without firing any employees, Harmony Land started looking for the next opportunity to bring Harmony Land to the next level. One big issue that Harmony Land wants to solve is increasing the act per ask at A5 costumer journey. In 2021, the number of ask customers which have already contacted Harmony Land are 17.789, while the number of unit transactions are 105 houses. Only 0,59% act per ask and lost 17.684 potential customers. So, Harmony Land wants to increase the sales by developing a marketing strategy to increase conversion rate act per ask. This research uses the AFI framework. Analysis internal and external that will continue to Formulation strategy and be closed by the Implementation plan of that strategy. Through external analysis, there are many opportunities after pandemic covid where other competitors still wait and see, while customers start to bounce again. From the customer analysis, customers buy houses in Harmony Land because of price, location, design concept and selling service. So, for increasing act per ask, the proposed marketing strategy is to develop thematic residential in many locations with caregiver service to help more customers with many product option each target market area.


INTRODUCTION
As a company that builds from the scratch, Harmony Land grew so fast, only 5 years, in 2021 Harmony Land already has 25 residential projects with 1034 units in five cities, Depok, Jakarta, Bogor, Sukabumi and Medan. This success is due to the success of the initial project and various awards in 2017 which earned Harmony Land a lot of investor confidence (Doppelt & McDonough, 2017). As a result, more and more investors, both institutions and individuals, are entrusting their money to Harmony Land (Yıldırım & Gökalp, 2016). Not only that, there are also many landowners who are willing to cooperate or are willing to accept payment in terms of a soft tempo, which is paid for every unit sold (Carolan, 2018). The Harmony Land brand brought by Fithor Muhammad, as a young success entrepreneur, also encouraged that achievement.
In the fourth year of growth, an unexpected big disaster is coming, Pandemic Covid 19 (Ehrlich, McKenney, & Elkbuli, 2020). The property business is greatly affected, people are afraid to leave the house, even less to buy a house (Florida, Rodríguez-Pose, & Storper, 2021).
When Covid-19 comes, Harmony Land gets shocked, many customers that are already booking units decide to cancel, and many potential customers cancel surveys and of course cancel the purchase (Balasubramanian, 2020). In quartal one, 2020, Harmony Land only sold 1 unit house. It is the lowest from five years of Harmony Land history (Serra-Peralta, Serrà, & Corral, 2021). However, with a solid and learner team. Harmony Land immediately gets up to face off the challenge of Covid-19.
Through the adaptive mindset and agile organization of Harmony Land, Harmony Land is capable of rising up (Botha, 2020). Moreover, the units sold 2020 are still higher than before Covid 19. And for 2021, the units sold almost twice than before. Not only that, despite the Pandemic situation, Harmony Land also didn't fire any employees due to saving costs.
Entering 2022, The covid pandemic has started to subside, Harmony Land decide to improve again, innovate and achieve the bigger revenue (Wang, Guo, & Li, 2022). Because of that, this research is made to help Harmony Land achieve more revenue by doing scientific approach through MBA final project.
In 2019, the conversion of potential customers (leads) became sold out was 0.59% then increased to 0.79% which finally fell back to 0.59%. Harmony Land sees an opportunity to increase sales from optimizing existing leads. Using the A5 customer journey framework, Harmony Land is a funnel type where each stage is converted into smaller ones. If 2021 data is used to visualize the A5 model, then the result will be like the following image.
Conversion in each process is still very small. If the BAR (brand advocate ratio) is calculated, then Harmony Land only has 0.0006% which is obtained from the number of advocates divided by the number of Harmony Land ad viewers. However, Harmony Land's management decided that in the early stages, after receiving knowledge from the MBA ITB, Harmony Land wanted to increase the conversion of Act per Appeal, or in Harmony Land's parameters, namely Unit Sold per Customer Leads.
Seeing the potential market and future opportunities in the housing industry, Harmony Land wants to continue to develop its projects, realizing its dream of becoming the Developer with the most Housing in Indonesia. Therefore, as a first step, the management of Harmony Land wants to increase sales by focusing on increasing sales conversion from the number of consumers who are interested in Harmony Land advertisements. http://eduvest.greenvest.co.id The problem statement that will be raised in this research is How can Harmony Land increase revenue by increasing conversion rate act per ask (Percival, Schroeder, Miller, & Leape, 2021). The objective of this research is as follows: To analyst internal and external business condition of PT Harmony Land Group, to understanding customer need by doing customer behaviour research, to propose strategy to increase conversion rate act per ask and to Develop implementation plan of strategy that recommended.

RESEARCH METHOD
This final project will conduct thorough analysis of the research object business issue of PT Harmony Land Group. The first step is data collection. To get the right data, we use premier data and secondary data.

Primary Data
Marketing research methods can be grouped into two basic types: quantitative and qualitative research (Razak, Sarpan, & Ramlan, 2018).
a.Quantitative research For quantitative research, this research will use questionnaires that are divided into two target questionnaires. The first for people that want to buy houses and the second one is for people that already buy houses in Harmony land Group.
b. Qualitative research For qualitative research, in this research will use deep interviews with Harmony Land's customers.

Secondary Data
While for the secondary data, we use internet source, article, journal, books and internal report PT Harmony land Group. After data collection, the analyst will start from internal analysis and external analyst, then combine them to develop a problem solving approach using several tools in business strategic and marketing management.

A. Analysis Result 1. SWOT Analysis
SWOT analysis is a framework for understanding what the company has (strengths and weaknesses) and what will happen in the future (opportunities and threat) (Rothaermel, 2021). In this research, using internal analysis, Harmony Land's strength and weakness can explained well. As well as opportunity and threat in Housing industry can be explained by external analysis (Tulangow, Tumbel, & Walangitan, 2019).
The goal of SWOT analysis is to match the company strength to attractive opportunities in the environment while eliminating or overcoming the weakness and minimizing the threats. According internal and external analysis in chapter 2, SWOT of Harmony land are as follows: Proposed Marketing Strategy for PT. Harmony Land Group in Facing Off Uncertainty Period 872  (Berg & Pooley, 2012). Through this rich picture, author show correlation each tool analysis in combining become SWOT component. Generally, external analysis will create opportunity (O) and threats (T), while internal analysis will create strength (S) and weakness (W).

SWOT Matrix
The SWOT Matrix shows how external opportunities and threats faced by the company can be matched by the company's internal strength and weakness. Using combination of four component, threats, opportunity, strength, and weakness, company can develop several strategy to optimize any conditions (Wheelen and Hunger, 2012) S-O Strategy, strategy to optimize the strength to exploit the opportunity. W-O Strategy, strategy to solve the weakness to exploit the opportunity. S-T Strategy, strategy to use the strength to handle the threats. W-T Strategy, strategy to overcome the weakness to handle the threats.
Using SWOT component that already defined by analysis result, the SWOT matrix for strategy formulation can be developed to solve the weakness, strengthen the strengths to overcome the threats and take benefit from the opportunity. 2.2 Propose Segmenting, Targeting and Positioning STP analysis that already develop in internal analysis is sourced from interview with Harmony Land's board of director. After consumer analysis through questionnaire and http://eduvest.greenvest.co.id depth interview, there are some difference and some similar conclusion. So, in this strategy formulation, author develop new STP to elaborate two information from board of director and some consumer perspective.

Segmenting
Geographic segment, right now Harmony Land project in Depok, Bogor, Bekasi, and edge of Jakarta. So, the target market is people that work in Jakarta and around project location. Refer to Harmony Land's vision, Harmony Land want to open many project in other location. Therefore, Harmony Land's geographic segment is people who want live in sub urban area. Several of them work on around project location, and others work on urban area.
Demographic segment, According to questionnaire research that already represent population based on slovin's formula. Demographic of age from each questionnaire respondent at most is people with age between 25 until 40 years old. Whereas for income, the most is 5-25 million depends on product price. Harmony Land has project with four price category, 150 -250 million, 250 -500 million, 400 -800 million, and 700 million -1,3 billion. So, for that target segment market, the income of customers is between 5 million until 25 million rupiah.
Behaviour segment, refer to questionnaire and depth interview results, the earlier hypothesis from interview management in line with customer feedback and response from customer analysis. Behaviour of Harmony Land's segment are tech-savvy, a lot of looking for info online first then survey offline, non-experience buying house, first time to buy and maybe the last house bought, buying house as living place, searching for a house that has an accessible location to their workplace, need more consideration to buy, and active to search.
Psychographic segment, based on customer analysis and management interview, there are no change psychographic. The psychographics are anxiety, Excited, tend to want more than capability, feel confused, and afraid make wrong decision.

Targeting
For target market, There is not change than before. Harmony Land still focus to targeting first house buyers for living place that work or business in around project location or which having easy transportation access to project location. Right now Targeting of Harmony Land is people that work or business in Jakarta, Depok, Bogor, Bekasi and Sukabumi (Adianti, 2021). However, for the next, the Harmony Land's target is still same category but different city, follow where project Harmony Land (Brummer et al., 2011).
Positioning According to initial STP analysis from board of director interview, Positioning of Harmony Land is developer company that develops homey homes in many locations. Many project location is the basic strategy of Harmony Land. This strategy in line with Harmony Land vision to become residential developers that have the most housing projects in Indonesia. By capability organization to acquire land with soft payment and develop indent customize product to minimize the initial capital, train and develop project leader and property consultant, Harmony Land have sustainable competency advantage to open many project and control them. So the strategy to open new project is right strategy. But, for the product offers is very challenge. Homey home is something abstract. Based on customer analysis, Apart from price and location, each customer has difference preference about the best home for them. Even less for homey concept, it is very abstract, because for several customer homey is good neighbourhood and others will say quiet living place is homey. To get right positioning, focus analysis is from 128 questionnaire respondent that already buy house from Harmony Land and 10 interviewee as representative Harmony land customers. From the questionnaire, in customer satisfying index question, the three top score are home mortgage service, and sales service when telemarketing and project survey. And based on depth interview, almost of interviewee say that Harmony Land team is very helpful and has high spirit to help from first contact until residential handover. Because of that, the new positioning of Harmony Land is "Developer that very concern to help customers get their own home" This new positioning in line with Harmony Land's value, caregiver with spirit to help. The new positioning also solve the market problem. The segment target is the first house buyers that need more consideration to buy, afraid make wrong decision, and want to buy the best because using almost all resource that they have. So, positioning as developer that very concern to help customers get their own home will solve the customer problem. Moreover, this positioning will compete the competitor. Other competitor focus on price and product quality, and design. Whereas Harmony Land deliver same price and location with difference service compare to the competitor. This strategy will be strong value proposition for Harmony Land.

Propose Marketing Mix
By changing positioning of Harmony Land, the marketing mix also change. Some previous strategy is already connect, and other previous strategy is need to change. This is new marketing mix strategy that propose to solve research issue.
 Product Based on the proposes new positioning, the product of Harmony Land also needs to improve to follow the positioning strategy and answer customer need also compete the competitor. The new positioning of Harmony Land is "Developer that very concern to help customers get their own home". To answer that positioning, this is idea proposal for product offers. 1. Many Thematic residential option for same target market According to customer analysis, after decide their budget, customer tend to lock several location for targeting their house purchase. After choosing the location with a certain budget, customers will choose the best from the best in all choices on that location. In line with deep interview analysis, Harmony Land's customers feel that buying a first house is achievement. It shows that I am a good father. And houses also become representative of their psychological aspect. So, thematic residential being right solution. From 25 Harmony Land's project, eight new project is thematic residential, there are Kyoto Green Resort (Japan), Green Sapphire Village (Korea), Angsana Forest Hill (Angsana flower), The Bougenhill Park (Bougenvile flower), Green Bali Resort 1, Green Bali Resort 2, Block Ubud, and Green Ubud (Bali). Besides that, as long as market size is still big, by developing many project option for same target market, Harmony Land can capture more customers that is not interest with project that already surveyed. Moreover, Harmony Land marketing report show that number of views and number of leads are very high. So, by doing this strategy, Harmony Land can increase conversion ask to act. Because, if customers have no interest with one project, sales team will offers other projects. 2. Fast indent house with hundreds layout and interior design.
Five years Harmony land has delivered customize service for each customers. From that experience, right now Harmony Land has hundreds of type house between type