Nowadays, there are about 300 companies that run in real estate business
(developer). Most of them do not aware with the importance of a brand for real estate
business. Several real estate companies that have a strong brand have 20% - 30%
premium price compare with unbranded one.
After sixteen weeks of internship at Citraraya Surabaya, the author found a
unique conclusion that the price is not only determines by location, quality, and
facility; but also affected by the brand and the environment. The author also found
that there are some advantages for a Citraraya Surabaya that seriously applying
Singaporean theme start from the blueprint, infrastructure, ornaments, until the estate
management stage. In short run, those advantages are appearing in higher selling
price and the number of houses sold.
This thesis discusses the value add of Ciputra brand and of Singaporean
theme in Citraraya Surabaya.
The author uses descriptive and combination of primary and secondary data
analysis as the research method in this report.
(34400034) MICHEL EDWARD KAREMA
(96-010) Richard Von Llewelyn
Universitas Kristen Petra
Year : 2004
brand, real estate, singaporean theme, value add
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Final Assignment Report No. 00040032/MAN/2004; Michel Edward Karema (34400034)
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