The Marketing Strategy of The Manor Central Park Project in Ha Noi of Bitexco Group

• Main Author: Dang Manh Cuong
• Other Authors: Lai, Chi-Shiun
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/jc8t73

碩士 === 國立雲林科技大學 === 企業管理系 === 105 === Upon being assigned by the Board of Management of Bitexco Group to conduct the survey for The Manor Central Park the target of which is to gather relevant information from target customers of the project to contribute suitable adjustments in master planning and product design, we have implemented the followings: (1)Revised the questionaire based on the results of the survey conducted for this thesis; (2)Area being surveyed focused on Hanoi and surrounding major cities and provinces; (3)Selected survey area and environment in order to filter respondents right from the beginning without relying on or mitigatiting the dependency on personal income; (4)Focused on potential customer group with age range of 31-40 and 41-50; (5)Conducted survey on a much large scale, particularly on those customers who visit Bitexco Group offices, project showroom and construction site. We have been able to collect more accurate, realistic responses from such potential customer groups. Their comments that are out of scope of the questionaire have been rather useful, contributing to refinement of the questionaire, and more importantly, refinement of the products to better suite market needs. Focused on promoting the project and products via marketing channels preferred by customers including internet, television, real estate magazines; minimizing or stopping promotions via telephone and mobile phone messaging. After adopting the above adjustments in the process of marketing, there have been a growth in the number of potential customer and, especially, interests for our project have been considerably higher in comparison with competitive projects. The Manor Central Park by Bitexco Group is now being perceived by the market as one of the most attractive projects in Hanoi.