Strategi Pemasaran Usaha Jasa Konstruksi dalam Menghadapi Kondisi Turunnya Pasar Konstruksi Swasta (Studi Kasus Pt. Xx-Divisi Gedung)
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Abstract
The presence of the Covid-19 pandemic has brought changes to the world with
various challenges that were never imagined before. Efforts to prevent the spread
of the Covid-19 virus have hampered economic activity, including the construction
sector, which makes a major contribution to the economy. This study aims to
analyze the marketing strategy in dealing with the declining condition of the
private construction market so that it can determine the construction market
segmentation during the Covid-19 pandemic, to find out the marketing strategy in
2021 refers to the marketing realization in 2020, the condition is that the private
sector marketing in 2020 is very little and Many private sector projects obtained
in 2020 are of low quality. For this purpose, a large amount of data was collected
through literature study, descriptive qualitative and focus group discussions. Here,
we present primary data taken from the marketing data of PT. XX – Building
Division in 2020, while secondary data comes from books, journals or other
literary sources. From primary data, the results show that the construction market
in 2020 experienced a decline, especially in the private sector. For that, in 2021
PT. XX – The Building Division carries out a marketing strategy, namely in the
government sector including BUMN, because many private sector construction
works are delayed or neglected. In addition, the marketing strategy carried out by
PT. XX – Building Division is to focus on local government owners who have
potential so that it is hoped that marketing targets can be achieved according to
the company's prognosis.
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