| With the growing population, the need for the house as a residence has increased, this is an opportunity for developers. The developers must determine the right marketing strategy in the housing market products in accordance with the times and still consider the competition. This research aims to study the marketing strategies that have been conducted by PT. Metropolitan Land in the housing market and know the difficulties in running the company's existing marketing strategy and choosing the right marketing strategy for company housing. The data collection method used is to do Focus Group Discussion (FGD), then performed gathering primary data obtained through questionnaire survey by the division that had been prepared to the buyers of housing. The research method is made by creating a research model which is the reference framework for the process research variable. Determine research variable made in the operationalization marketing mix variables table which consist of price, distribution, promotion, products, people, process, physical evidence. From those research variable study was conducted to collect data from FGD opinion of the management team on marketing strategies that have been done, then created a questionnaire that represent each existing variable. Once the questionnaire is completed, the survey conducted by distributing questionnaires. After finish the survey, GAP analysis between the company marketing strategy with the results of a questionnaire which is the customer perception about marketing strategies that have been done. From the analysis, which is made the conclusions of the problems faced and then made suggestions for improvement of the existing problems. |