Case And Study Of SunCo Group

In the Chinese real estate market, we have seen a lot of developing companies failed while the other few succeeded. Developers are doing the similar things including procurement of land, planning and designing, financing, construction, sales and marketing and providing property service. Under the same macroeconomic environment, hiring compared employees, formulating similar strategy and providing almost same products and service, what's the real reason that makes them failed orsucceeded?What are the most critical factors that make a company successful? SunCo Group is a real estate developer who bases in Tianjin and expanded dramatically all over China recently. Its core business includes real estate development, real property dealing and property service. In the year of 2004, among the top 3 developers in China in terms of scale, it has developed more than 30 projects and reached annual sales revenue of 9.5 billion RMB. Founded in 1994, SunCo Group now has five major sub-complexes in China that are Group headquarter, Beijing Gorup, Huabei Group (Tianjin Hebei and Shandong Province), Huadong Group (Shanghai, Jiangsu and Zhejiang Province) and Zhongnan Group (Hubei, Hunan, Henan, Anhui, Shaanxi and Jiangxi Province). In the past several years, it caused many debates on its business model, operation, HR policies and formulation and implementation of its strategy.This paper consists of two parts: case body and its study.Part one is the case body. In this part, the author tried to introduce the information of SunCo Group from an objective point of view. The author first writes the detail of its history, development procedure, its core businesses, rapid expansion in Tianjin as well as all over China and its management system that is focusing on strategy. Then the author reveals the debates on SunCo Group and problems to be considered.Part two is the case study. The author gives an analysis upon SunCo's formulating and implementation of strategy, discussing the process of making a real estate company strong and big, the core competences of real estate companies, the challenges and opportunities upon the developers, by using scientific methodology and management theory. The author also reports the gains and loses of SunCo Group on its strategy implementation and finally gives recommendation to companies like SunCo Group on how to make them from good to great through their rapid expansion.