Tianxiang Garden——Primary Study Of Strategy For Small Business To Prevail In Competition

The thesis is written as a case study for MBA course. It consists of two parts. The case is Part One and Analysis to the case is Part Two. The true story is presented in Part One. It describes the development process of Tianxiang Garden Phase One by Guangzhou Dongzheng Property Ltd. as well as its outstanding achievement in the competitive real estate market. The author also brings up the issues of how to make strategy for Dongzheng Co. to stay competitive and grow in today's challenging market and how to succeed again in the project's phase two development. In Part Two, the author analyses the case based on her own experience involved the whole process of the development case as one of the founders of Dongzheng Co. The principles of the MBA coursej, especially the theories of strategy and marketing management are also applied to the case study. The subjects are discussed on characteristics and strategy for development of small business, such as how they should choose target market, how to prevail in competition and how to carryout policy and strategy.