Analysis Of Marketing Strategy In Bsd City
Abstract
This study analyzes the marketing strategy of BSD City, one of Indonesia’s largest smart-city–based integrated township developments by Sinar Mas Land. Using SWOT and PESTEL approaches, the research examines strategic factors influencing BSD City’s competitive positioning. The results show that BSD City possesses strong internal capabilities—large-scale land bank, strong brand image, and integrated green-smart city facilities—combined with opportunities driven by rising demand for sustainable housing, digital transformation, and economic growth. BSD City is positioned in the aggressive strategy quadrant, indicating that expansion, innovation, and sustainability-driven development are the most suitable strategies.
Keywords: SWOT, PESTEL, smart city, marketing strategy
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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