Analysis of the Vida Bekasi

Marketing Management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value. Does your project do proper Marketing Management as per above definition ? Please give your analysis!

According to Kotler (1956)[1] good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. It becomes both an art and a science as marketers strive to find creative new solutions to often-complex challenges amid profound changes in the 21st century. Marketing has important role in addressing those challenges. Finance, operations, accounting and other business function will not really matter without sufficient demand or products and services so the firm can make a profit. Successful marketing builds demand or product and service, which, in turn, creates jobs. By contributing to the bottom line, successful marketing also allow firms to more fully engage in socially responsible activities. Marketing also builds strong brands and a loyal customer base, intangible assets that contribute heavily to the value of a firm.

Marketing is defines as about identifying and meeting human and social needs. The American Marketing Association offers the following formal definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.[2] Then, Kotler (1956) summarized the definition of marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

The Vida Bekas Gunasland builds a project for marketing plan to strengthen its market and increase it revenue. There are many aspect of marketing management theory that the Vida Bekasi implemented in order to get the detail plan according to the specific data. The project is a marketing plan recommended for PT. Gunas Land in developing The Vida master plan. Firstly, we are going to analyze The Vida (PESTLE, Marketing Mix and SWOT). Then, there are some key issues regarding The Vida concluded after the analysis. And finally, we have given solutions for the Vida to solve the issues.

Marketing plan of the Vida Bekasi focus on marketing the goods which means property developed by Gunasland and entitled the Vida Bekasi in Bekasi. Property is intangible rights of ownership to either real property (real estate) or financial property (stocks and bonds). They are bought and sold, and these exchanges require marketing. Real estate agents work for property owners or sellers, or they buy and sell residential or commercial real estate. Investment companies and banks market securities to both institutional and individual investors.

In this project, the Vida Bekasi tries to meet the middle-up community demands on the convenient housing with good facilities. Vida Bekasi comes in response to the needs of an emerging set of urban people that is seeking for a better quality of life. This new generation appreciates our approach of merging green living with local art and culture. Afterwards, the Vida Bekasi Gunasland starts to divide the market into segments, such as identifying profile distinct groups of buyers, examining demographic, psychographic and behavioral difference among buyers, creating a new lifestyle that emphasizes comfort, health and environmental sustainability. Gunas Land more focuses marketing of our products to end users, especially those who work around the site of this project, so that their life quality, close to the workplace and the family. The target markets will be opportunity for the Vida Bekasi to promote its properties.

GunasLand is not a new player Bekasi city.  However, project of the Vida Bekasi is a startup for area of Bekasi because this area in prior was not a housing area. Therefore, the Vida Bekasi needs to create marketing plan in detail because the area is new target with complex community and history. To be able to close with the customers, the Vida Bekasi attempt to communicate superior customer value, for example builds community development through participatory programs in waste management is responsible (Responsible waste management).

Your project using Blue Ocean Strategy ? Please give your analysis!

Blue Ocean Strategy is developed by W. Chan Kim and Renée Mauborgne which based on the simultaneous pursuit of differentiation and low cost. According to the authors, blue ocean is untapped market space, demand creation, and the opportunity or highly profitable growth. [3] It will always be important to swim successfully in the red ocean by outcompeting rivals. Companies need to go beyond competing. Kim and Mauborgne (2005) describe the market as the ocean is divided into two types: red ocean and blue ocean. Red ocean talked about the current market conditions, where boundaries have been defined in the industry and has been accepted and the rules of competition are already known. Conversely, marked by blue ocean unexplored market space, demand creation, and growth opportunities are very favorable. The Vida Bekasi used blue ocean strategy in its marketing management by holding its vision, namely: to create a self-sufficient neighborhood in the midst of crowded areas surrounding the site, along with become sustainable independence are in Bekasi.

Related to untapped market on the blue ocean strategy, the Vida Bekasi attempts to make housing with new lifestyle concept in Bekasi. This new development located at Narogong Raya, in the city of Bekasi is a vision to create a self-sufficient neighborhood in the midst of crowded areas surrounding the site. Narogong Road conditions are always jammed because it is the main route the trucks towards Cikampek. Upon its completion, VIDA Bekasi introduces a brand new lifestyle concept. The masterplan is build upon the concept of Tropical Urbanism. It is an integration of contemporary design with specific green site planning. The project is also the concept of sustainable green lifestyle. This concept is concretely implemented throughout the residential aspects, from selecting the land, development planning to the provision of facilities to support environmentally friendly lifestyle.

Kim and Mauborgne (2005) formulate the six principles of BOS which is described as follows:[4]

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