Sustainable Strategy Planning in the Property Industry at PT. Mitra Rajamor Prima

Abstract

Artikel ini mengembangkan rencana strategis berkelanjutan berbasis data untuk PT. Mitra Rajamor Prima (MRP), pengembang properti skala menengah di Sumatera Utara, Indonesia. Dengan mengintegrasikan Resource-Based View (RBV), PESTEL, evaluasi faktor internal-eksternal (IFE/EFE), analisis SWOT, matriks IE, dan QSPM, penelitian memberikan kerangka pengambilan keputusan yang komprehensif. Data primer dikumpulkan dari 30 responden purposive (manajemen, karyawan, konsumen, dan mitra perbankan) dan ditrianggulasi dengan dokumen perusahaan. Hasil menunjukkan skor IFE 3,69 dan EFE 3,72, menempatkan MRP pada kuadran Grow & Build. Ringkasan QSPM menunjukkan prioritas strategi: eco-branding & ESG alignment, inovasi perumahan hijau yang terjangkau, dan pemasaran digital berbasis VR/BIM. Kontribusi artikel ini adalah template metodologis yang aplikatif bagi pengembang skala menengah.

This paper develops a data-driven, sustainable strategic plan for PT. Mitra Rajamor Prima (MRP), a medium-scale property developer operating in North Sumatra, Indonesia. Combining Resource-Based View (RBV), PESTEL scanning, Internal and External Factor Evaluation (IFE/EFE), SWOT synthesis, IE matrix positioning, and Quantitative Strategic Planning Matrix (QSPM) prioritization, the study provides a comprehensive decision framework. Primary data were collected from 30 purposively selected respondents (management, employees, customers, and banking partners) and triangulated with company documents. Results show an IFE score of 3.69 and an EFE score of 3.72, placing MRP in the Grow & Build quadrant. QSPM ranking (summary) identifies eco-branding and ESG alignment, affordable green housing innovation, and digital marketing (VR/BIM-enabled) as top priorities. The paper contributes an applied methodological template for medium-sized developers and offers actionable operational recommendations for implementing sustainable projects.