Tourism plays an important role in the development of a nation. It is not only a major contribution to a country's economy, but it also is a means to develop peace and understanding among people. Indonesia economic condition is have a positive trend and having conductive growth.. Tourism and property industries are two among others that could have positive relation with the growth of Indonesia macro economy. Tourism industry is one of key point in development a nation, potential market to be develop still increase in the up coming year

Our Business Study objective is to develop Ancol value creation in term of strategic product development and strategic marketing campaign to become the biggest integrated tourism in South-East Asia.

Ancol Jakarta Bay City known as The Heart of Jakarta and known to be the place to attract people from domestic and international visitor.

The growth of economic condition is ensuing by the requirement of public recreation facilities. Ancol Jakarta Bay City keep moving towards the future that has been stated on company vision and mission and focus to achieve the target that is creating the area to be the biggest integrated tourism in South-East Asia. Based on the performance of business policy to increase income and market orientation the company shared the market function into two main units that are tourism and property.

The Group Field Project based on consumer research that covers area of Jakarta, Bogor, Depok, Tangerang, and Bekasi and cover adequate number of respondents.

The project related on delivering value to the customer by comparing product performance with customer expectation, concern on element which is dissatisfied the customers and product development on Ancol Jakarta Bay City business unit.

Delivering value consist of three steps; choosing the value, providing the value and communicating the value. These steps consist of strategic marketing and tactical marketing and marketing campaign.

Based on the business study the group learnt the organization focus on maintaining the spirit to improve continuously according to the organization core value, vision and mission.



Research Location : PT. Pembangunan Jaya Ancol

Confidential until 2011