seluas 53,5 Ha yang terletak di Kuningan, Jakarta Selatan. Kawasan bisnis terpadu ini dilengkapi dengan apartemen, perkantoran, hotel, pusat perbelanjaan hiburan, studio televisi, kampus dan pusat kebugaran.
Beberapa proyek yang langsung di bawah kelolaan BSU adalah The Grove Suites Hotel dan Condominium (Empyreal & Masterpiece), The Wave Apartment (Coral & Sand Tower), Bakrie Tower, Ocea Condotel, Elite Club Epicentrum, Kawasan Apartemen Taman Rasuna, Apartemen The 18th
Residence, Rasuna Oice Park Hotel, Aston Rasuna, Epiwalk Oice Suites dan Plaza Festival.
PT Bakrie Pangripta Loka
PT Bakrie Pangripta Loka (BPL), established in 2008, focuses on property development. Ongoing BPL projects include Sentra Timur Residence Apartment, Commercial Park Housing, Mutiara Platinum, and Grand Mutiara Platimum, all of which are located within the integrated Sentra Timur Superblock. BPL is developing Sentra Timur in partnership with state-owned housing company, PT Perumnas.
PT Mutiara Masyhur Sejahtera
PT Mutiara Masyhur Sejahtera (MMS) was established in 2005. MMS currently focuses on the development of the Kahuripan Nirwana Township in Sidoarjo, East Java.
OPERATIONAL PERFORMANCE
Rasuna EpicentrumRasuna Epicentrum is an integrated property built on 53.5 hectares of land in Kuningan, South Jakarta. This integrated business area has various facilities
including apartments, oice building, hotel,
shopping and entertainment center, television studio, campus and sport & wellness facilities.
Several projects directly under BSU management are The Grove Suites Hotel and Condominium (Empyreal & Masterpiece), The Wave Apartment (Coral & Sand Tower), Bakrie Tower, Ocea Condotel, Elite Club Epicentrum, Taman Rasuna Apartment, The 18th Residence Apartment, Rasuna Oice Park
Hotel, Aston Rasuna, Epiwalk Oice Suites and
Tinjauan Operasional
Operational Review
• Bakrie Tower
Bakrie Tower adalah gedung perkantoran strata yang berlokasi di Rasuna Epicentrum Jakarta. Gedung ini memiliki 47 lantai dengan ketinggian 215 m dan luas area dijual sebesar 41.407 m2. Gedung ini telah memperoleh sertiikasi OHSAS 18001:2007, ISO 9001:2008.
Tingkat hunian Bakrie Tower pada 2015 mencapai 84%.
• The Grove Condominium & The Grove Suites The Grove Suites merupakan hotel bintang
5 yang dikelola oleh PT Aston International Indonesia dan telah beroperasi sejak bulan Maret 2014. Total jumlah kamar yang dapat dioperasikan pada Desember 2015 adalah 133 kamar dari 151 kamar. Rata-rata occupancy rate di 2015, 72,2%.
The Grove Suites memperoleh “The Award of Excellence Booking.com Guest Review Award 2014” dari Booking.com pada bulan Maret 2015. The Grove Condominium merupakan apartemen dengan konsep ’sanctuary in capital’ yang ditujukan untuk segmen menengah ke atas. The Grove Condominium memiliki dua menara, yaitu The Grove Empyreal dan The Grove Masterpiece, yang masing-masing terdiri dari 32 dan 35 lantai, dengan total unit apartemen sebanyak 461 unit.
Sampai dengan 31 Desember 2015, jumlah unit terjual untuk The Grove Condominium adalah sebesar 73%.
• Bakrie Tower
Bakrie Tower is a strata oice building located
in Rasuna Epicentrum Jakarta. It stands 47
loors high at a height of 215 m and with 41,407
m2 of saleable area. The building has earned the OHSAS18001:2007 and ISO 9001:2008
certiication.
Bakrie Tower’s occupancy rate in 2015 reached 84%.
• The Grove Condominium & The Grove Suites
The Grove Suites is a ive-star hotel managed by
PT Aston International Indonesia, and has been in operation since March 2014. The number of rooms available as of December 2015 totaled 133 units from 151 rooms. The average occupancy rate in 2015, 72.2%.
The Groove Suites earned “The Award of Excellence Booking.com Guest Review Award 2014” from Booking.com in March 2015.
The Grove Condominium is an apartment building designed as a ’sanctuary within the capital’ intended for the middle to upper class segment. The Grove Condominium has two towers, The Grove Empyreal and The Grove Masterpiece, each of which consists of 32 and
35 loors respectively, with 461 apartment units
in total.
As of 31 December 2015, units sold in The Grove Condominium reached 73%.
• Epiwalk Oice Suites
Epiwalk Oice merupakan perkantoran 4 lantai yang terletak di area lifestyle and entertainment - Epiwalk Rasuna Epicentrum. Area perkantoran semi outdoor ini di desain unik dan dilengkapi dengan tempat hiburan serta area komersial yang memenuhi kebutuhan tempat kerja yang ideal, belanja dan hunian bagi para profesional yang dekat dengan central business districts Jakarta
• The Wave
The Wave merupakan kompleks kondominium & kondotel dengan tiga menara (sand, coral, ocea) untuk segmen kelas menengah yang dibangun dengan konsep ’spirit for a better living – greeneration’. The Wave dibangun dengan arsitektur ramah lingkungan dan konigurasi unik di atas lahan seluas 11.050 m2. Menara kondominium tersebut dibangun dengan ketinggian 10 hingga 40 lantai, dengan total unit sebanyak 1.000.
Sampai dengan Desember 2015, Condominium Sand & Coral telah terjual 99%, dan Condotel Ocea telah terjual 56%.
• Aston Rasuna at Epicentrum
Aston Rasuna berdiri sejak tahun 2004. Berlokasi di dalam komplek Apartemen Taman Rasuna, Kuningan, bangunan ini mempunyai 2 menara dengan fungsi yang berbeda. Menara A terdiri dari 224 unit serviced apartment dan strata hotel, sementara Menara B terdiri dari 226 unit kondominium hunian.
Tingkat hunian rata-rata di Aston Rasuna pada akhir tahun 2015 adalah 67,94%
• Epiwalk Oice Suites
Epiwalk Oice is a four-storey oice building
located within Epiwalk Rasuna Epicentrum, a lifestyle and entertainment center. This semi-
outdoor oice building was uniquely designed
to blend entertainment and commercial areas to create an ideal working environment for professionals where residential properties and shopping centers are built within the vicinity of Jakarta’s central business districts.
• The Wave
The Wave is a condominium & condotel complex with three towers (sand, coral, ocea) designed for the middle class segment through the ‘spirit for a better living – greeneration’ concept. The Wave presents an eco-friendly architectural
design with a unique coniguration spanning
across 11,050 m2. The condominium towers
stand 10 to 40 loors high, with 1,000 units in
total.
As of December 2015, 99% units of sand & Coral Condominium sold, while Condotel Ocea sold 56%
• Aston Rasuna at Epicentrum
Aston Rasuna was established in 2004. Located within the Taman Rasuna Apartment complex in Kuningan, Aston Rasuna consists
of 2 towers serving diferent functions. Tower A
accommodates 224 units of serviced apartments
and strata hotel, while Tower B ofers 226 units
of residential condominiums.
The average occupancy rate at Aston Rasuna by the end of 2015 was 67.94%.
Tinjauan Operasional
Operational Review
• Plaza Festival
Plaza Festival adalah transformasi dari Pasar Festival, sebuah pusat perbelanjaan yang berdiri sejak tahun 1995. Total luas area sewa yang dimiliki oleh Plaza Festival adalah 13.481 m2. Plaza Festival menyatu dengan Gelanggang Olah Raga Sumantri Brodjonegoro, Kuningan, Jakarta dan dioperasikan melalui kerja sama pengelolaan dengan Pemerintah DKI Jakarta selama 48 tahun. Gedung ini telah memperoleh sertiikasi ISO 9001:2008.
Rata-rata tingkat hunian Plaza Festival pada 2015 adalah 96,28%.
• Elite Club at Epicentrum
Elite Club merupakan klub kebugaran yang dikelola oleh BPR yang mengusung konsep sarana olah raga & kebugaran (sports) serta kesehatan yang menyeluruh (wellness) untuk seluruh keluarga. Klub ini menempati dua lantai seluas 5.215 m2, dengan fasilitas sangat lengkap yang terdiri dari lapangan tenis, futsal, squash, kolam renang, area gym, arena bermain anak-anak, lounge dan restoran, serta telah memperoleh sertiikasi ISO 9001:2008.
Sampai dengan 31 Desember 2015, jumlah keanggotaan Elite Club mencapai 2.170 member.
• Rasuna Oice Park at Epicentrum
Komplek Rasuna Oice Park (ROP) dibangun secara bertahap sejak tahun 2005. Pembangunan tahap I dan II telah diselesaikan di bulan Januari dan Desember 2006, sedangkan tahap III telah diselesaikan di bulan Januari 2008. Komplek Rasuna Oice Park ini dikelola oleh PT ProVices Indonesia dengan total area sewa seluas 3.945,2 m2.
Rata-rata tingkat hunian ROP sampai dengan akhir tahun 2015 sebesar 86%.
• Plaza Festival
Plaza Festival was transformed from the earlier Pasar Festival, which was a shopping center established in 1995. Total leasable area owned by Plaza Festival covered 13,481 m2. Plaza Festival has become one with the Sumantri Brodjonegoro Sports Hall in Kuningan, Jakarta and is jointly managed with the DKI Jakarta government for a period of 48 years. The
building has earned ISO 9001:2008 certiication.
The average tenancy rate at Plaza Festival in 2015 is 96.28%.
• Elite Club at Epicentrum
Elite Club is a itness center managed by BPR
to provide a family-friendly facility through the sports and wellness concept. The club occupies
two loors that cover a total area of 5,215 m2, and is equipped with a complete range of facilities including tennis courts, futsal pitches, squash
courts, swimming pool, gym area, children’s playing arena, lounge and restaurant. It has
obtained ISO9001:2008 certiication.
As of 31 December 2015, Elite Club serves 2,170 members.
• Rasuna Oice Park at Epicentrum
Rasuna Oice Park (ROP) was developed in
stages since 2005. Phase I and II construction were completed in January and December
2006 respectively, while Phase III was inalized in January 2008. Rasuna Oice Park is managed
by PT ProVices Indonesia with a total leasable area of 3,945.2 m2.
The average tenancy rate at ROP by the end of 2015 is 86%.
• Wisma Bakrie 1
Wisma Bakrie 1 yang dikelola oleh PT ProVices Indonesia merupakan gedung perkantoran berlantai 8 dengan luas area sewa 11.410 m2 di daerah bisnis Kuningan, Jakarta. Tingkat hunian rata-rata Wisma Bakrie I pada tahun 2015 adalah 82,7%. Gedung ini selalu memberikan kontribusi penghasilan yang konsisten bagi BSU.
• Wisma Bakrie 2
Wisma Bakrie 2 merupakan gedung perkantoran 18 lantai. Lokasi gedung ini berdampingan dengan Wisma Bakrie 1 dan dikelola oleh PT ProVices Indonesia. Area sewa gedung ini seluas 18.999 m2 dan dioperasikan secara Built Operate Transfer (BOT) selama 25 tahun dengan Badan Perencanaan Pembangunan Nasional (Bappenas). Sebanyak 3 lantai dari gedung digunakan oleh Bappenas, sedangkan sisanya ditempati sebagian besar oleh perusahaan dalam Kelompok Bakrie dan perusahaan di luar Kelompok Bakrie. Fasilitas yang tersedia di gedung ini adalah food court, mini market dan banking hall.
Tingkat hunian rata-rata pada tahun 2015 adalah 86%.
• Sentra Timur Superblok
Sentra Timur Superblok merupakan kawasan terpadu yang terletak di Jakarta Timur dengan luas potensi pengembangan seluas 40 Ha, serta didukung oleh infrastruktur koridor busway, terminal modern sentra timur dan akses pintu tol JORR. Kawasan sentra timur dipercaya akan menjadi a new CBD in east Jakarta. Beberapa proyek yang dikembangkan di kawasan Sentra Timur Superblok antara lain:
• Wisma Bakrie 1
Managed by PT ProVices Indonesia, Wisma
Bakrie 1 is an eight-storey oice building with
total leasable area of 11,410 m2 within the Kuningan business district in Jakarta. The average occupancy rate in Wisma Bakrie I in 2015 is 82.7%. The building has consistently contributed to BSU earnings.
• Wisma Bakrie 2
Wisma Bakrie 2 which stands 18 loors high is
located next to Wisma Bakrie 1 and managed by PT ProVices Indonesia. With 18,999 m2 in total leasable area, the property is operated through the Built Operate Transfer (BOT) scheme for a period of 25 years with the National Development
Planning Agency (Bappenas). Three loors are
reserved for Bappenas, while the rest are mainly occupied by companies under the Bakrie Group and other business entities outside of the group. Facilities available within the building include a food court, mini market and banking hall.
The average tenancy rate in 2015 is 86%.
• Sentra Timur Superblock
Sentra Timur Superblock is an integrated mixed use property development, located in East Jakarta, with the potential to expand its development to 40 hectares. It is supported by an infrastructure that includes the Trans Jakarta bus route, Sentra Timur modern terminal and access to JORR (Jakarta Outer Ring Road) toll road. Sentra Timur is designed to become a new CBD in East Jakarta. Several projects being developed within the Sentra Timur Superblock include the following:
Tinjauan Operasional
Operational Review
- Sentra Timur Residence
Sentra Timur Residence (STR) adalah proyek pertama dari Sentra Timur Superblok. STR merupakan kompleks apartemen yang dibangun bersamaan dengan Sentra Timur Commercial Park I dan II di atas lahan seluas 8 Ha. Apartemen ini dibangun dengan konsep green building, yaitu dengan melakukan cross ventilation dan membuat area koridor yang terbuka.
STR direncanakan terdiri dari 11 menara yang dibangun secara bertahap. Tahap IA yang terdiri dari 3 menara, telah terbangun dan seluruh unitnya telah terjual. Tahap IB terdiri dari 3 menara, dimana 2 menara dalam proses serah terima dan 1 menara masih dalam proses pembangunan. Total unit yang terjual pada Tahap IB adalah 82%. - Commercial Park 1, 2 dan 7
Commercial Park (CP) 1 dan 2 merupakan area komersial yang berada di dalam kawasan STR, yang bertujuan untuk memberikan kenyamanan bagi penghuni STR.
CP 1 menempati area seluas 1.995 m2 dengan 11 unit ruko dan CP 2 menempati area seluas 2.966 m2 yang terdiri dari 15 unit ruko. Total unit yang terjual sampai akhir 2015 mencapai 100%. CP 7 merupakan area komersial dengan 17 unit ruko yang menempati area lahan seluas 3.556 m2 dan terletak berhadapan dengan Terminal Sentra Timur Pulogebang. Total unit yang terjual sampai akhir 2014 mencapai 71%.
Mutiara Platinum
Mutiara Platinum merupakan perumahan eksklusif dengan akses terbaik di kawasan terintegrasi Sentra Timur Superblok dengan luas lahan 2.864 m2. Lokasi Mutiara Platinum selain strategis juga dapat dijangkau dengan akses yang mudah yakni exit toll JORR langsung di Sentra Timur. Penjualan unit telah mencapai 100%.
- Sentra Timur Residence
Sentra Timur Residence (STR) is the
irst project developed at Sentra Timur
Superblock. STR is an apartment complex built together with Sentra Timur Commercial Park I and II on at least 8 hectares of land. The apartment complex applies the green building concept where the design provides cross ventilation and open corridor spaces.
According to the blueprint, STR will consist of 11 towers to be constructed in stages. Phase IA concentrated on 3 towers which have been completed and all units have been sold. Phase IB consists of 3 towers from which 2 of them will soon be handed over and the other tower is still under construction. Units sold in Phase IB total 82%.
- Commercial Park 1, 2 and 7
Commercial Park (CP) 1 and 2 are commercial areas located in STR intended to provide ease and comfort for STR residents.
CP 1 stretches across 1,995 m2 with 11 shop houses, while CP 2 stands on 2,966m2 of land and consists of 15 shop houses. Units sold by the end of 2015 reached 100%.
CP 7 is a commercial area with 17 shop houses built on 3,556 m2 of land, and located in front of the Sentra Timur Terminal in Pulogebang. Units sold by the end of 2014 reached 71%.
Mutiara Platinum
Mutiara Platinum is an exclusive residential estate with the most convenient access to the integrated Sentra Timur Superblock. It stands on 2,864m2 of land that is not only strategically located but also easily accessible through the JORR toll exit leading directly to Sentra Timur. Total units sold at 100%.
Grand Mutiara Platinum
Grand Mutiara Platinum merupakan kelanjutan dari Mutiara Platinum. Hunian eksklusif ini mempunyai jumlah unit terbatas yang berdiri di atas lahan seluas 3.094 m2. Grand Mutiara Platinum telah terjual sebanyak 36%.
Awana Hotel dan Townhouses
Awana Hotel berlokasi di pusat kota Yogyakarta yang mempunyai 296 unit kamar, yang mulai dioperasikan sejak bulan April 2015 dengan brand Neo+. Sampai dengan akhir 2015, Awana Hotel ini memiliki okupansi 42%.
Awana Townhouses merupakan proyek rumah tapak yang juga berlokasi di Yogyakarta. Mempunyai 38 unit hunian eksklusif dengan luas bangunan 120 m2. Pembangunan Awana Town Houses telah selesai dan sebagian besar telah diserah terimakan pada bulan November 2013. Total unit yang terjual sudah mencapai 100%.
Kahuripan Nirwana
Merupakan pengembangan township yang berlokasi di Kabupaten Sidoarjo, Jawa Timur. Area hunian terpadu dengan potensi pengembangan mencapai 2.000 ha, saat ini berfokus pada pengembangan hunian tapak dengan menghadirkan beberapa cluster antara lain The Gardin, Mora Grove, Monroe Grove dan Kahuripan Park dengan penjualan berkisar 30%-90%. Selain hunian tapak, juga dikembangkan Apartemen Tamansari Prospero, proyek kerja sama Perusahaan dengan Perusahaan BUMN, yang sampai dengan akhir tahun 2015 konstruksinya mencapai sekitar 20%. Selain produk perumahan, produk komersial area seperti ruko, area foodcourt dan fasilitas umum lainnya juga dihadirkan untuk memberikan kelengkapan dan kenyamanan tinggal bagi para penghuninya.
Grand Mutiara Platinum
Grand Mutiara Platinum is the continuation of Mutiara Platinum. This exclusive residential area
ofers a limited number of units which are built on
a 3,094 m2 plot of land. Units sold in Grand Mutiara Platinum reached 36%.
Awana Hotel and Townhouses
Awana Hotel is located in the heart of Yogyakarta City, and has 296 room units,Started to operate since April 2015 with brand Neo+. Until the end of 2015, The Awana Hotel has an occupancy rate of 42%.
Awana Townhouses is a landed residential project also located in Yogyakarta. It accommodates 38 units of upscale houses, the building of which was each 120 m2 in size. The construction of Awana Town Houses has been completed and most units were handed over in November 2013. Total units sold reached 100%.
Kahuripan Nirwana
Is the development of a township in the district of Sidoarjo in East Java. An integrated residential complex with a potential development area of 2,000 hectares, the project currently focuses on
the development of landed housing that ofers
several cluster options such as The Gardin, Mora Grove, Monroe Grove and Kahuripan Park with sales reaching 30-90 percent. In addition to landed properties, the Tamansari Prospero Apartment is also being developed in cooperation with a state- owned company, and by the end of 2015 the construction process has reached 20 percent. Aside from residential properties, a commercial area that includes shop houses, foodcourt and other public facilities, is also available to provide an all inclusive and convenient living experience for its residents.
Tinjauan Operasional
Operational Review
Strategi Pemasaran
Perlambatan ekonomi yang terjadi di 2015 berpengaruh terhadap perkembangan industri properti di Indonesia. Hal tersebut ditandai dengan terus menurunnya tingkat hunian perkantoran di pusat bisnis atau central business district (CBD) Jakarta sebesar 2,7 persen secara tahunan dari sebelumnya 95,4%. Sektor lain yang menunjukkan penurunan kinerja kedua adalah apartemen. Secara umum, tingkat serapan apartemen pada kuartal III- 2015 menurun moderat menjadi 85,8 persen atau lebih rendah 1% dari kuartal sebelumnya
Tantangan-tantangan tersebut dihadapi BSU dengan melakukan strategi pemasaran sebagai berikut :
1. Promosi di Pusat Perbelanjaan
Pusat perbelanjaan merupakan tempat masyarakat berkumpul dan merealisasikan kegiatan konsumsinya. Karena itu, melakukan promosi pada pusat perbelanjaan yang sesuai dengan segmentasi konsumen proyek properti BSU, terus dilakukan guna menarik minat pembeli.
2. BSU menerapkan strategi dengan melakukan pengenalan dan penjualan produk melalui kegiatan exhibition di mall-mall yang potensial serta pameran tahunan di JCC.
3. Membuat gimmick-gimmick menarik berupa hadiah langsung voucher hotel, smart tv dan lain-lain.
4. Open House
BSU mengundang konsumen untuk menyaksikan langsung proyek properti yang dibangun BSU, tidak hanya melihat gambar. 5. Cross-selling
Mengingat BSU berada di bawah naungan PT Bakrieland Development Tbk. yang memiliki banyak proyek properti, dari hotel hingga rumah tinggal, model promosi bersama berupa cross- selling menjadi keunggulan perusahaan dalam memasarkan produk. Melalui cara ini, konsumen mendapatkan keuntungan, yaitu berupa tawaran produk yang beragam.
Marketing Strategy
The economic slowdown that occured in 2015 has
afected the growth of the property industry in
Indonesia. Indicated by the downward trend in the
oice occupancy rate in central business districts
(CBD) in Jakarta at a mere 2.7 percent annually compared to the previous rate of 95.4%. Another sector that also experienced declining performance is apartment. The absorption rate for apartments in
the third quarter of 2015, in general, dropped to 85.8 percent or 1% lower than the previous quarter.
BSU has dealt with these challenges by applying the following marketing strategies:
1. Promotion in shopping centers
Shopping malls are places where people gather to realize their consumption activities. In view of this, promotional activities are launched in shopping centers according to the market segmentation of BSU target consumers for its property products, and conducted events regularly to attract buyers;
2. BSU property products are introduced and marketed through exhibitions in malls such as well as the annual exhibition in JCC;
3. Creating appealing gimmicks such as promotional giveaway gifts in the form of hotel vouchers, smart TVs and others;
4. Open house
BSU invites consumers to personally inspect any of the property projects that are being developed, and not merely through pictures; 5. Cross-selling
As BSU is under PT Bakrieland Development Tbk, which owns a considerable number of property projects from hotels to residential
estates, an efective joint promotional approach
that the Company relies on to market its