Applying the principles of entrepreneurial marketing, Sunan Group positions itself as a provider of unique and innovative housing solutions. Its flagship project, Orchard Village, is a modern residential complex in Bekasi designed to meet the needs of millennials. The strengths of Orchard Village include its strategic location near major toll roads, high-quality construction, and a focus on fostering social interaction among residents. Sunan Group believes that a house is not merely a place to live but a space to build meaningful relationships within the community.

Orchard Village aims to fulfill your dream of owning the perfect home, offering a strategic location and excellent building quality. It is the most beautiful gift to make your beloved family’s dream home come true.

Challenges

As a player in the property industry, Sunan Group faces several significant challenges:

• Lengthy Purchase Process: Buying a house is a major decision that often requires a lengthy deliberation process, especially millennials tend to hesitate when committing to long-term financial obligations.

• Declining Purchasing Power: Rising inflation and economic pressures, coupled with convenient rental payment options, have led to an increase in rental preferences over homeownership.

• Changing Consumer Preferences: Millennials, the primary target market, often prioritize flexibility and convenience over homeownership, posing a major challenge to driving property sales.

Customer Analysis

Based on the survey, most respondents are young professionals aged 25-30, unmarried, and employed in private sectors. Key findings include:

Additionally, respondents expressed interest in homes priced between IDR 500 million and IDR 1 billion. They prioritize move-in-ready homes with minimalist designs and environments that support modern lifestyles.

“Consumer preferences are expected to evolve rapidly in the years to come.”

Competitor Analysis

Orchard Village stands out for its exceptional product quality, distinguishing itself with innovative designs and durable features—a sharp contrast to competitors who prioritize affordability or large-scale projects. While Orchard Village offers flexible pricing, it faces strong competition from Victoria Village and Mutiara Gading City in the affordability segment. However, its added value features, such as free smart door locks and superior design, help justify the slightly higher price point.

Strategically located, Orchard Village has a good foundation but could strengthen its market positioning by improving accessibility and proximity to public facilities, an area where Panjibuwono City excels. In terms of promotions, Orchard Village performs well but faces intense competition from Panjibuwono City and Grand Duta City, which offer wider-reaching and more aggressive deals.

To stay ahead, Orchard Village can enhance accessibility to match rivals like Panjibuwono City and intensify its promotional efforts to compete with Grand Duta City. At the same time, it has a promising opportunity to carve a niche by emphasizing its unique design features, eco-friendly elements, and smart home integrations, appealing to consumers seeking innovation and sustainability in their living spaces.

Company Analysis

Market Segmentation

• Geographic: well-positioned in Bekasi and near the Tarumajaya Toll, expanding to areas with ample public facilities like hospitals, schools, shopping malls, and LRT stations.
• Demographic: targeted the millennial workforce and new families for long-term home living.
• Psychographic: focused on individuals’ needs and goals, targeting millennials couples seeking properties.
• Behavioral: targeting millennials with frugal lifestyles and a desire for community.

Target Consumer

Targeting millennial buyers with a stable income within a specific range and providing attractive amenities and unique promotions.

Positioning

Positioned as a modern Scandinavian-designed home, offering a range of attractive features, a serene living environment, and a strategic location

To address challenges and capitalize on market opportunities, Sunan Group can implement the following strategies:

Conclusions

Orchard Village is well-positioned to lead the housing market in Bekasi, with its high-quality products and innovative designs. However, the competitive landscape is constantly evolving, requiring Sunan Group to continue innovating to maintain its edge.

From an entrepreneurial marketing perspective, Sunan Group must go beyond traditional promotional tactics and embrace proactive, opportunity-driven strategies that leverage agility, creativity, and customer-centric approaches. One way to achieve this is through offensive marketing strategies, which allow the company to capitalize on its strengths and attack competitors head-on, especially in areas where it can gain immediate traction.By adopting aggressive strategies, focusing on technology, and expanding its market reach to underserved segments, Sunan Group can strengthen its position as a leading property developer in Indonesia.

Contributors

This is a Business Immersion article researched and written by Group 3 of the Entrepreneurial Marketing MBA (ENMARK MBA) Batch 2, consisting of:

Contributors to the development of this article:

Business Immersion is a key component of the Entrepreneurial Marketing MBA (ENMARK MBA) program, offering students the opportunity to collaborate with industry through group consultancy projects. During the third semester, from September to January, students will work as a team of consultants, tackling real-world business challenges. This immersive learning experience bridges the gap between academic theory and practical application, equipping students with the skills to address complex issues and explore innovative management approaches within established organizations.

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Entrepreneurial Marketing MBA (ENMARK MBA), a collaboration between MarkPlus Institute and School of Business and Management Institut Teknologi Bandung, is designed to equip future leaders with expertise in marketing, management, business strategy, and an entrepreneurial mindset to drive innovation and career growth.

What sets ENMARK MBA apart is its holistic approach, integrating marketing, finance, and strategy to blend creativity with analytical thinking. Through real-world case studies and hands-on projects, students develop the agility and strategic acumen to excel in today’s dynamic business landscape.