Repositioning The Marketing Strategy For Dong-Jun Excelsior Towers

Based on the case study of The Excelsior Towers, one of the largest real estate projects in Guangzhou, the thesis explores the theory of market- driven organization and give a new insight into how to develop and implement successful marketing strategy in the Real Estate industry. Section 1, Case study, introduces the business background of Dong- Jun (Holdings) China Limited, and the operation as well as the whole selling-process of The Excelsior Towers. Section II, Case Analysis, base on the analysis of the reasons resulted in the failure of The Excelsior Towers, and lessons we learnt from it. Explores the market-sensing and market-positioning are the heart of building up a market-driven organization. Implement marketing strategy, further explains, under the keen competition marketing phenomenon, that decision-making based on the customer抯 need and marketing- positioning reflected the customer抯 expectation are the key to the success. Finally, based on the above discussion, the thesis offers a tailor-made proposal to rebuild the marketing strategy for The Excelsior Towers by employing the theories and tools introduced in preceding sections.