Marketing Strategy Analysis of Real Estate of Vietnam- P Company Case

• Main Authors: Ping-chun Hsueh, 薛秉鈞
• Other Authors: T.C. Lin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/k5df8m

碩士 === 國立中山大學 === 高階經營碩士班 === 103 === In 1986, the Vietnam government underwent economic reform by an open policy. In the near decade, gross domestic product (GDP) growth in Vietnam was 6% on average. Due to the government’s policy pomotion, the real estate is vigorously developing. Meanwhile, Saigon (Ho Chi Minh City, HCMC), the largest city in southern Vietnam, was an important nodal point for trade. Both domestic and oversea real estate developers actively invested in HCMC, which is a special place that demonstrates the influence of multiple colonized history background, such as China, France, Japan, and America. Developers from different countries all have to take cultural issues and various types of consumers’needs into consideration in order to create the best marketing policy. Therefore, how to choose appropriate marketing strategies to seize the opportunity, expand the territory, and then to create a profitable achievement, becomes the main motif of this research dissertation. This research is based on a case company’s real estate marketing strategies located in Ho Chi Minh City. The beginning of this dissertation will clarify relevant theories about marketing strategies and tools as the foundation of the argument, and then analyze the industrial environment to find out the opportunities and threats externally, also the strength and weakness inside the company itself. Thus, a case study will be conducted via the process to sort out and conclude necessary secondary information. Eventually, the conclusion will advise suitable marketing strategies as references to this case company. Through the case survey, the conclusion of research take the stresses which the real estate developer in Vietnam should pay attention to as follows： 1、 Design project base on understanding custmor demands. 2、 Cultivate holistic marketing concept.