Real Estate
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The document discusses the real estate market in India. It defines real estate and outlines its importance to the Indian economy, noting that it is the second largest employer and housing contributes 5-6% to GDP. Growth in the market has been driven by factors like nuclear families, urbanization, and rising incomes. Real estate developers play a key role by bridging construction capabilities and customer needs. The document also outlines the steps to build a real estate brand, including situation analysis, creating value through segmentation and marketing mix, capturing value through pricing strategies, and sustaining value through customer acquisition and retention. It concludes by discussing various sales channels and key risks and concerns in the industry.
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Chapter 3
External Analysis: Industry Structure, Competitive Forces, and Strategic Groups
©McGraw-Hill Education.
1
The AFI Strategy Framework
Access the text alternative for slide image.
©McGraw-Hill Education.
2
The Firm within Its External Environment, Industry, and Strategic Group, Subject to PESTEL Factors
©McGraw-Hill Education.
3
The PESTEL Framework
Framework to scan, monitor, and evaluate important external factors/trends (opportunities and threats) impacting a firm in its quest for competitive advantage.
©McGraw-Hill Education.
Analyzing the General Environment
Consider the relevance of each of the six factors in the context of the particular business
Identify and categorize the information that applies to the relevant factors (identify opportunities and threats)
Analyze the data and draw conclusions – which O/T need to be acted on and when (short term vs. long term)?
©McGraw-Hill Education.
MACRO
MICRO
3-‹#›
©McGraw-Hill Education.
6
EXTERNAL ANALYSIS
INDUSTRY ANALYSIS
Five Forces Model
COMPETITOR ANALYSIS
Strategic Group Mapping
PESTEL Framework
Definitions
Industry
A group of (**incumbent**) firms that face the same set of suppliers and buyers
Industry Analysis
Identifies the industry's profit potential
Derive implications for a firm’s strategic position within an industry
Strategic Position
A firm’s ability to create value (V) for customers while containing costs (C)
Competitive Advantage = a large value gap (V - C)
©McGraw-Hill Education.
Instructors:
The digital companion to this book McGraw-Hill Connect has an brief case exercise on this section of the textbook. It builds student confidence on the PESTEL tool (LO 3-1).
7
Michael Porter’s 5 Forces Model
A framework for identifying the five forces that determine industry profit potential and help shape firm competitive strategy
This model intersects:
Theory: industrial organization economics with
Practice: hundreds of case studies
Managers can predict industry profit potential and position their firms for sustainable competitive advantage.
©McGraw-Hill Education.
For example, hotel chains and resort owners have challenged Airbnb in courts and lobbied local governments, some of which passed regulations to limit or prohibit short-term rentals. Local residents in New York, San Francisco, Berlin, Paris, and many other cities are also pressuring local governments to enact more aggressive rules banning short-term rentals because they argue that companies such as Airbnb contribute to a shortage of affordable housing by turning entire apartment complexes into hotels or transforming quiet family neighborhoods into all-night, every-night party hot spots.Ìý
8
Strategy Video
Michael Porter on Five Forces
Interview with Michael Porter, Professor at Harvard University
http://www.youtube.com/watch?v=mYF2_FBCvXw
13:12 Minutes
Topics: Five Forces Model; Competitive Strategy
©McGraw-Hill Education.
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This presentation was prepared for Larsen and Toubro's Outthink -2016 case study competition. The case was based on project finance, where participants were asked to perform a feasibility analysis of a real estate project.Real estate marketing prop tiger
Real estate marketing prop tigerNits Kedia
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Real estate represents approximately half of the world's total economic wealth. It includes not just homes but also workplaces, commerce locations, worship locations, and more. Real estate investment in India is growing rapidly due to strong economic growth and favorable demographics. While prices rose quickly in recent years, the market is now undergoing some price corrections. However, long-term demand is expected to remain high given India's population and housing shortage. Most real estate transactions now begin online, making internet marketing essential for real estate businesses.Real estate marketing prop tiger
Real estate marketing prop tigerStudsPlanet.com
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Real estate represents approximately half of the world's total economic wealth. It includes not just homes but also workplaces, commerce locations, worship locations, and more. Real estate investment in India is growing rapidly due to strong economic growth and favorable demographics. While prices rose quickly in recent years, the market is now undergoing some price corrections. However, long-term demand is expected to remain high given India's population and housing shortage. Most real estate transactions now begin online, making internet marketing essential for real estate businesses.HCMC Market Insights Q42015 (EN)
HCMC Market Insights Q42015 (EN)Colliers International | Vietnam
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Rents and occupancy rates across all office grades in Ho Chi Minh City increased in Q4 2015, with Grade A average asking rents rising 1.5% quarter-over-quarter. While CBD office supply remained unchanged, 30,000 square meters of new non-CBD stock was added. In 2016, Grade B office space will see the largest new supply increase, with nearly 77,000 square meters from 4 new projects. Demand for office space is expected to rise due to economic growth, infrastructure improvements, and new trade agreements.Real Estate
- 1. REAL ESTATE A tale of growth.
- 2. INTRODUCTION ï‚„ What is Real Estate ? ï‚„ What relevance does Real Estate holds in our economy? ï‚„ What has changed the face of Real Estate? ï‚„ Ways to achieve sales figures in Real Estate. ï‚„ Key risks and concerns.
- 3. REAL ESTATE ?? • Land plus anything permanently fixed to it, including buildings, sheds and other items attached to the structure. • Although, media often refers to the "real estate market" from the perspective of residential living. • Real estate can be grouped into three broad categories based on its use: residential, commercial and industrial. • Examples of real estate include undeveloped land, houses, condominiums, townhomes, office buildings, retail store buildings and factories.
- 4. GROWTH ENGINE OF ECONOMY ï‚„ Second largest employer. ï‚„ Expected to grow over 30% by next year. ï‚„ FDI to touch $25 Billion in next 10 years from its current $4 Billion. ï‚„ Market size to touch $180 Billion by 2020. ï‚„ Housing sector alone contributes 5-6% of the total GDP. ï‚„ Ranks 3rd among 14 sectors in terms of direct, indirect and induced effects in all sectors of the economy.
- 5. DRIVERS FOR GROWTH OF REAL ESTATE ï‚„ Nuclear families ï‚„ Rapid urbanization ï‚„ Rural Urban migration ï‚„ Ever developing infrastructure ï‚„ Higher income levels and housing demands. ï‚„ Easy finance options
- 6. ROLE OF REAL ESTATE DEVELOPERS  To bridge the gap between construction ability and customer’s need.  To offer value in terms of design, location, cost and functionality.  Infrastructure development.
- 7. STORY OF BRAND BUILDING IN REAL ESTATE SITUATION ANALYSIS CREATE VALUE CAPTURE VALUE SUSTAIN VALUE
- 8. SITUATION ANALYSIS THE 5 CS  Customers – Most Likely to buy  Company – Its strengths and weaknesses  Competitors – Red or Blue Ocean  Collaborators – Sales partner / development partner  Context – Opportunities and threats
- 9. CREATING VALUE ï‚„ TARGETING 1. Segmentation 2. Selection 3. Positioning ï‚„ Marketing Mix ( The 4Ps) 1. Products/Services 2. Promotion 3. Places/Channels 4. Price
- 10. CAPTURE VALUE PRICING ï‚„ Market Penetration ï‚„ Prestige Pricing ï‚„ Cost / Margin Pricing
- 11. SUSTAINING VALUE ï‚„ Customer acquisition ï‚„ Customer retention ï‚„ Customer experience
- 12. SALES CHANNELS  Direct – Majorly through ATL and BTL campaigns  Indirect – Through Channel Partners  Loyalty  NRI Investment
- 13. KEY RISKS AND CONCERNS ï‚„ Overheating Market 1. Rise of inflation 2. Persistent demand supply gap leading to spiraling property prices 3. Rise of capital values in all key markets 4. Oversupply expected in few product classes. ï‚„ Unclear Titles ï‚„ Interest Rates ï‚„ Time consuming approval ï‚„ Overindulgence ï‚„ Speculative Supply