Study On The Competition Strategy For Real Estate Business Of Beijing Modern Group Co.

Beijing Modern Group Co. is an enterprise being engaged on the development of real estate, which has developed many real estate items such as Modern Mega Hall. At present, its real estate business is in a developing stage at high-speed, which is in a market filled with intense competition. To select a correct competition strategy and retain absolute superiority is very critical for the Group. On the basis of a great deal of study and analyses on the present status of Beijing real estate market and the advantage and disadvantage of Modern Group Co., the method of combining macroscopic with microcosmic, qualitative with quantitative study is used to make out a practical and prospective competition strategy for the real estate business of the Group.On the basis of theoretical study, the development and management present situation in real estate field of Modern Group Co. are analyzed, and the macroscopic environment and industry competition situation for the real estate business of the Group are analyzed and evaluated by using PEST analytical method, Porter's five kinds of competition force model and External Factor Evaluation Matrix, it is considered that Modern Group Co. faces with many opportunities such as favorable national policy, enhanced purchasing power and increased requirements of client, increased financing channels etc. and many threats such as increased competitors and development cost, lack of construction land etc., and the related evaluation leads to a conclusion that the Group is currently in an attractive market. The basic conditions for the development of the Group in real estate field are analyzed. The internal environment of the Group is evaluated by using Internal Factor Evaluation Matrix, it is considered that the Group has many advantages such as powerfuldesign ability, abundant land reserves, economics of scale etc. and many disadvantages such as limited capital, lack of professional, infirm cost control ability etc. In the thesis, the orientation of scale, grade and area, target market and target client for real estate business of the Group is determined on the basis of internal and external environment analyses. SWOT analyzing model is constructed and Quantitative Strategic Planning Matrix is used to analyze and choose the competition strategy which Modern Group Co. may adopted. Finally, the competition strategy combination of taking differential strategy as main strategy and target concentrated strategy as auxiliary strategy is determined for real estate business of the Group. With regard to the implementation of competition strategy , it is advised that the Group should commit itself to differential product and sale mode, brand construction, human resource management and financing channel exploiting, so as to ensure the strategy to be implemented effectively.