Alam Sutera is a leading developer in the property industry. In addition to providing housing.

Alam
sutera offers commercial and office areas. The promoted concept clearly represents companys
positioning which is to be a leading national developer giving priority to creating additional values
and improving quality of life for all stakeholders.
Companys good values should be promoted through the right media. Therefore, strategies need to
be formulated so the marketing messages can be optimally conveyed. When it first joined the
competition of national property industry, alam sutera was like a dark horse. Instead of elbowing
other players out of their way, alam sutera choose to create positive collaboration with them and to
boost its performance through it.
Behind the succes of alam sutera, there is lilia setiprawarti sukotjo who diligently manages the
branding, concepts, and strategies of alam sutera that has been establisheds since 1993. Came with
engineering as her background, this mother of four children who fondly called lia boldly started her
marketing lesson from a scratch. Later, after absorbed a lot of knowledge, lia metamorphosed from
a silkworm into a butterfly and flew up to the sky. Whats the story she got? Heres an interview
between lilia sukotjo and Moh. Darus Salam, Marketeers Magazine Journalist.
What kind of property market do you see today ?
to me, property is something unique. Property will speak when the product is good and belongs to
the right market and the right place. So, before we consider whether a property is ready for
development and launched to the market, we conduct a variety of researches. The governments
city plan becomes the initial stars, followed by the development direction of exciting infrastructures.
From that point, we spot other relevant areas and factors. For alam sutera , we started with the
overlay analysis. We collected all associated data to provide references. Statistics of rainfall, soil,
geomorphology, and accessibility to socio-demographic were matrix data we used before
determining whether a development could be executed or not.
How did you coliect those relevant data ? is there a particular mathod ?
In indonesia, we cant get information of govermnments development plan for five of ten years a
head through a website, especially in the era of the 90s. But as profesionals, we are a member of
associations that have links to the required data. My previuos experience as a planning consultant
also opens up access to relevant information, such as Jakarta Metropolitan Development Plan and
Review.
Regarding the social demographic aspect of site development, how does Alam Sutra gather the
information ?
We discern many factors before determine a location. To name some are total population , income,
occupation , social class, and the behaviour of each class. It is also important to determine the
needs and desires of every person and of every class. This data will help us to provide facilities in
accordance with intended segment and class. We can also use the data to decide which class to be
the stars and which one to be the end. each social level of society has its own interests. There are
various purposes either in the security issue, in adding value to the area, or in increasing values to
the stakeholders.

When viewed at the macro level , what factors are affecting the property industry ?
Macro economy is very influential. It includes bank indonesia policies, interest rates, and so forth.
Safety issue and segment selection also play significant roles. For example, when we work i n the
middle-class market, we have to also put in mind the dynamics of the middle class market. We have
to also put in mind the dynamics of the middle class. The educational level of the market segment as
well as the earths condition are other factors to be always considered.
What are potentials and oppurtunities of the property industry that you have perceived ?
In indonesia, as one of the impacts of middle markets exceptional growth. Greater jakarta becomes
the focus of potencial. We see that the chanes are very great. Coupled with the bank mortgage
interest which is only one digit making the purchasing power grows higher. People flocked to jakarta
to find a job. That means the city will not only be a service city and demand for houshing will
increase.
What are the constraints ?
Internally , the biggest obstacle is managements capabilities. We recognize our weakness and put
our maximum effort to fix it. Our efforts were remarkable. We never lie to ourselves by saying we
can yet apparently not. Besides using consultans, we also strive and do other things. What we enjoy
today is a sweet result of all those efforts and hard work.
Of external factors, stability of security has always been a bottleneck. For an instance, when there is
a conflict or security issue , there is also negati ve impact to the business. Economic stagnation is
also a barrier that needs to be anticipated. Even without being stagnant , property is always in the
border of income. People always buy property which is beyond their money limit. Buying property
always require an extra power. If the economy doesnt work, property will always be the last option.
food comes first.
Talking about properties , we have to also mention alam sutera. What kind of bussiness has alam
sutera built ?
Alam sutera was built in 1994. At that time we realized that the area ( serpong ). Also at the period ,
the government created a plan of axis T that was contained in jakarta metropolitan development
plan and review. It was a city plan that designed the west region to be a residential area, the eastern
part to be industrial , and the southern to be low-density residential which is a residential area with
higher portion of drainage area. Based on a decree, we started the development of 700-hectare area
of serpong.
When discussing property, ususally are will also mention location , location and location. do you
agree with this principle ?
Well, its good to consider about the location. But a good location without access is useless. In the
beginning, alam sutera was a great location and next to the highway. Yet to get into the location ,
people had to go here and there through a tangled way. Therefore , good location needs to be
supported by good access.

In serpong area there are some developers who also develop the integrated-area concep. How
does alam sutera manage the competition ?
Competition here is very healthy. Developers present in the area are bigscale ones. We work
together well. I cant stand alone , yet I need neighbors. This is true , since we always need a great
community to be the carrying capacity of our project. The community creates demand for access ,
employment , health facilities, and many more. If the big one is just me and others are small then
the infrastructures development will be difficult mostly because of the long hierarchy. We need
highways, arterial roads , primary roads, collector roads, neighborhood roads, and so on.
If others are small, they will be able only to make the neighborhood roads which actually are needed
for exit access. This will cause tremendous traffic jam. The advantage of this serpong area is there
are dvelopers like alam sutera so cooperation can be carried on well. Every dveloper has its own
district for its own service. The combination of these district becomes magnet for consumers.