| Summary: | PT Graha Citra Amanusa is one of companies in developer field that
provides housing requirements in Particular Province of Yogyakarta (Daerah
Istimewa Yogyakarta), especially in Sleman regency. The housing construction
area conducted by recent company still relies on Sleman regency. This research is
conducted to analyze the company with SWOT analysis. Using SWOT analysis is
expected to discover the strength and weaknesses of the company and also to find
the company�s position in properties market today.
The research is conducted with data collection which is taken directly from
project location that becomes the research and conducts an interview with
company management party. The data collection is also conducted by collecting
the company�s external data related to the conducted research to analyze the
investigated problem.
From the analysis, it is discovered the results between external analysis
which uses five force model that some results indicates a very strong buyers� force
because factors as: price, location, and design. In addition, there is almost no
substitutive product threat, because the substitution of house is an apartment
which needs higher price. While the result of external analysis is that the
company�s culture to recruit its employees is based on the kinship system and the
human resource that has not achieved the intended education level. From the
external and internal analysis, it is discovered the suggestions and strategies for
the company that the kinship system must be stopped to avoid internal conflict.
The company should also establish marketing head to achieve full marketing.
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