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5. RECOMMENDATION

Finally, this last chapter will discuss about what Ciputra can do to maintain its strength to face future competition. As we know, Ciputra has succeeded to implement Singaporean theme for its standard or guidance to develop Citraraya . This achievement mainly supported by the consistency of the management team in applying the Singaporean theme as the principle, as the spirit, as the guidance of the city development, start from the beginning until the development stage. As the first mover company in real estate business that apply international theme thoroughly in a project or city, Citraraya Surabaya should conduct continuous events to bring the whole spirit of greenness and cleanliness of . Events in this case are green and clean competition, dragon boat competition and some other competition that are related to Singaporean theme. Currently, most of the product sold in Citraraya Surabaya is a land, not a building. Therefore Citraraya Surabaya should push the buyer to start the construction, by make a policy that a bare land should pay more expensive fee than a house. And put a design standard for the construction. For example, the design in Bukit Golf should apply modern tropical design. The fact, now, there is a lot of design apply in that area; it bring negative value for the environment. To strengthen the brand name of Ciputra, Ciputra should continuously innovate not only through promotion activity. The author recommends Ciputra to provide technology infrastructure, such as fiber optic transmission that enable high speed internet. As the awareness of homeowner to technology is increasing, such facility will bring advantage for Ciputra. The international theme already proven as the success factor for Citraraya Surabaya, therefore Ciputra should apply an international theme in other projects. This concept is not primarily put some ornaments of the model country to the project, but the most essential is how every positive aspects from the model country can be

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brought to the project. The model country is not limited only a single country; it might be a mix of several strengths of several countries. For example; a Ciputra project in , North . That project’s landscape and contour is similar with Hawaii. So the theme that can apply there are mix of Hawaiian and Singaporean theme. The environment and the building design can duplicate Hawaiian theme; the infrastructure and the spirit of greenness and cleanliness can duplicate the Singaporean theme.

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