| Henna Xinyuan Real Estate Limited Company (HXRE) was founded in May 1997.She has been the leading real estate company in Henna province from a small-sizecompany after a period of nine years rapid development. HXRE is not satisfied with thecurrent performance thought with great performance because the whole real estate marketis very competitive. HXRE has shaped a set of new strategy to expand her business basedon the strength the company herself has owned and the new market situation. This paperstudied the firm's strategy and further analyzed its feasibility.Started from the analysis of current situation of China's real estate industry and thetrend of development, combined with the development history of HXRE and the realinvestigation the author has done, this paper has thoroughly analyzed macro economic, realestate industrial and micro economic factors by means of several analysis models. Finally,the article valued the aggregate strategy by using two strategy evaluation methods.This article consists of four parts as follows,Part 1: Introduction of current situation and development strategy of real estateindustry.Part 2: Introduction of HXRE's present situation & development history anddescription of her expanding strategyPart 3 include three parts: 1. Analysis of macro economic environment usingG-PEST model;2. Analysis of competitive environment of real estate industrial by meansof Five - forces Model;and finally. Analysis of strength and weakness of the company aswell as outside opportunities and threats by SWOT analysisPart 4 Evaluation of the company's aggregate strategy by way of two evaluationmethods. |
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