In the mid of 2005, PT. Pembangunan Jaya Ancol re-launched its Taman Impian Jaya Ancol product to become Ancol Jakarta Bay City (Ancol-JBC). Stagnancy in the number of Ancol' s visitor per year and increased competition are the main drivers of this re-launch. Malls and theme park in the residential areas are considered as threats.

This Group Field Project aims to give recommendation to Ancol's management on integrated marketing strategy of Ancol Jakarta Bay City. The recommendation consists of marketing strategy (Segmenting -Targeting -Positioning) and action plan (Marketing Mix -7P).



The methodology used by the group are identifying issues, formulating hypothesis, collecting information from Ancol's management and Business Unit managers, survey and benchmarking, analysis and formulating recommendation.

Survey shows that the most visited place for recreation is mall. Most respondents visit Ancol less than 2 times per year. They expect Ancol to have a clean and sandy beach. Most respondents perceive Ancol as recreational city "bernuansa pantai". Shopping Mall and Restaurant / Cafe are two of the most expected places to be found in Ancol Jakarta Bay City.

The group recommends the following Segmenting -Targeting -Positioning (STP) strategy for Ancol Jakarta Bay City:

* Segmenting: SES, geography, and psychograph.

* Targeting : Active family / single who like to have fun, SES: C, B, B+, domicile in Jakarta, Bogor, Depok, Tangerang, Bekasi, Bandung.

* Positioning: "For everyone who likes to have fun, Ancol-Jakarta Bay City provides one-stop modern recreation, located in the Bay of

Jakarta "





Research Location : PT Pembangunan Jaya Ancol