Market Supply 3 2 1 example essay topic

Table of Contents 1. Executive Summary 1 2. Situation Analysis 1 2.1 Market Summary 1 2.1. 1! @Market Demographics 1 2.1. 2!

@Market Supply 3 2.1. 3! @Market Demand 4 2.2 Product Analysis 5 2.2. 1!

@Situation and Locality 5 2.2. 2! @Description 7 2.2. 3! @The Site 7 2.2.

4! @The Development Scheme 7 2.2. 5! @Accommodation 7 2.3 Product Offering 9 2.4 Competitive Analysis 9 2.5 Environmental Analysis 10 2.5. 1! @Economic Analysis 10 2.5.

2! @Legal Analysis 10 2.5. 3! @Political Analysis 11 2.5. 4! @Social Analysis 12 2.5.

5! @Technology Analysis 12 2.6 SWOT Analysis 13 2.6. 1! @Strengths 13 2.6. 2!

@Weaknesses 14 2.6. 3! @Opportunities 14 2.6. 4! @Threats 14 3. Marketing Strategy 15 3.1 Marketing Objectives 15 3.2 Financial Objectives 15 3.3 Target Markets 15 3.3.

1! @Demographic 15 3.3. 2! @Behavior 15 3.3. 3! @Psycho graphics 16 3.4 Positioning 16 3.5 Strategies 16 3.6 Marketing Mix 18 3.6.

1 Product 18 3.6. 2 Pricing 19 3.6. 3 Placing 19 3.6. 4 Promotion 19 4. Financials 20 4.1 Break-even Analysis 20 4.2 Revenue Forecast 20 4.3 Cost Forecast 23 4.4 Project Overview 24 5. Controls 24 5.1 Implementation 24 5.2 Marketing Organization 26 6.

Appendix 27 6.1 External View of the Building 27 6.2 Elevation Plan of the Building 28 6.3 Weekly Sales and Receivable Summary 29 7.

Bibliography

35 1. Executive Summary Due to the completion of two highly successful property projects in Beijing, namely Investment Plaza in Finance Street and Palace Apartment in Chaoyang District, Chun Sing Group Company Limited commences its development of International E-Trade Tower!] yen"^E, U"^1 not " iPT j. H! ^in Ya bao Road of Chaoyang District. The market research indicates a specific and growing need in the area of commercial and office units in the area. In view of the unique market situation in this region, the office units of have been well received by the market, even though the building is scheduled to be completed by end of 2002.
As at the end of 15th November 2001, about 60% of the office units have been pre-sold to the local traders and state-owned import / export companies with official pre-sale contract signed and prepayment paid.
The marketing objective is to increase awareness and image, actively support steady sales and profitability through effective implementation of the strategy. 2. Situation Analysis 2.1 Market Summary We possess good information about our market and know a great deal about the common attributes of out target customers. We will leverage this information to better understand whom we serve, their specific needs and how we can better meet the market need. 2.1. 1! @Market Demographics Beijing Municipality includes ten districts and eight counties. The central urban area is located within the Third Ring Road and includes the Dongcheng, Xicheng, Chongwen and Xuan wu districts, which the outer districts consist of Chaoyang, Fengtai, Hal dian and Shijingshan districts. The central urban area of Beijing city encircled by the Third Ring Road has a total area of approximately 90 square kilometers. According to the result of 5th population survey of Beijing, conducted by Beijing Statistics Bureau in October 2000, the total population in Beijing is 13.
8 million. The total Beijing population grew by 27.7% over the decade (July, 1990 to October, 2000), which is 2.
4% on average per year. 1999 2000 Total Beijing 1,249.
9 1,381.9 Urban Beijing 265.4 211.5 Dongcheng 71.0 53.6 Xicheng 85.9 70.7 Chongwen 46.3 34.6 Xuenwu 62.2 52.6 Inner Suburb 514.6 638.8 Chaoyang 181.5 229.0 Fengtai 106.3 136.9 Shijinshan 40.4 48.9 Haitian 186.4 224.0 Outer Suburb 272.7 300.7 Source: Report of the 5th Population Survey and Beijing Statistics Year Book 2000, Beijing Statistics Bureau.
The annual disposable income per capita of urban households reached RMB 10,350, up 12.7% over 1999, a real increase of 8.
9% if eliminating the price factor, with the annual average growth rate standing at 7.1% in the period of the 9th Five - Year Plan. The annual per capita living expenses of urban residents in Beijing reached RMB 8,944, up 13.5% over the previous year, a real increase of 9.5% if eliminating the price factor and the actual annual growth rate averaged 6.2% in the five years. 2.1. 2! @Market Supply Due to the severe over-supply in 1998 after the release of a large amount of high-quality large-scaled properties including Phase 2 of China Trade Center (^0^ePTssG'A), China Resources Building (uO 1/4 'ij.
H), Kerry Center (^1 A" 1/2 ss) and Oriental Plaza (aF'e 1/4s^3~o), most of the developers had postponed their developments in Beijing. As a result, the amount of new office space available now is relatively limited. This situation is very severe in the Grade-B office market in Chaoyang area especially after the plan of establishing a Central Business District in Beijing has been announced. As per the recent research of De benham Tie Leung (DT), the planning of Central Business District (! SS CBD!" ) in Beijing forms an integral part of the tenth Five-Year Plan for Economic and Social Development (covering 2001 to 2005).