Pearl Homestead Project Market Selection And Sales Strategy Study

After going through extensive market researches and data analysis, this thesis discusses the market selection and sales strategy of the Pearl Homestead Project by using the knowledge of sales and marketing management, in order to serve as reference for the development and construction of the project.The Pearl Homestead Project was initiated during the implementation of unfavorable government policies on real estate development; under such adverse condition, it also had to face stiff competitions at the same time. Therefore, the determining factor for the success of the Pearl Homestead Project is the precis market selection and sales strategy. After analyzing the geographic location, the natural and the regional economic environments of the Pearly Homestead Project by using the SWOT method, this thesis comes up with the market selection of the project: a middle-class housing estate with logical planning, better greenery, distinct characterized architecture, qualified quality and full-fledged functionality. It also describes the selections of functions and housing sizes based on the overall positioning of the project.Then it comes to describe the sales strategy of the Pearl Homestead Project after analyzing the real estate market and the characteristics of the project. The project shall adopt the specialty product strategy, adhere to the concept of "building + functions + services + supporting facilities + safety + value-added", implement the greenery strategy, concentrate on the ambient environment, innovate classic house designs, improve supporting facilities and upgrade the standard of services. The project shall implement the strategy of extending the brand name by using the established "Pearl" trademark, and built up the "Pearl Real-estate" brand by claiming to make houses for a century. It shall establish good corporate image, accelerate the cash flow, and utilize the pricing objective of gaining reasonable profits to fix competitive selling prices for the Pearl Homestead Project; carry out the low to high pricing adjustments policy and implement the strategy of Tianji horse race to compete against inferior oppositions. As regard to marketing channels, the project shall adopt the authorized sales agent model to improve efficiency. In order to effectively promote the sales of the project, full scale advertising and sales promotion measures shall be executed during the various stages of the project: the construction phase, the warm up phase, sales opening phase, hard sell phase, maintaining phase and closing phase.