| In order to control the investment and speculative demand in real estate and to curb theproperty inflation, since2011, lots of administrative and economic measures have being usedand upgraded to control real estate market, such as property-purchasing restrictions, pricelimitation, and credit quota etc. This situation reflects again that the real estate market isinstable and with high risk. How to analyze the current real estate market accurately and takethe effective measures is a common challenge for all the domestic real estate enterprises. Inthis situation, a reasonable and effective business proposal will be the helpful guidelines to theinvestments and business activities of real estate enterprises.Taking HL Project in Zhaoqing as the case study and analyzing the feasibility of theproject provide the references for the investment decision of the project.First, the proposal analyzes current real estate market accurately and objectively andforecasts the future of this market effectively by using document indexing and some otherresearch methods. Then, based on the detailed instruction of the project investor, ZhaoqingHF Real Estate Development Ltd. Co., and the brief description of HL Project make thesufficient market and competitiveness analysis of real estate market in Zhaoqing by usingFive Forces Model. According to this, it proposes the marketing orientation and suggests theavailable solution to marketing strategy and management of this project by referring to itsmarketing orientation. At last, it makes financial analysis from revenue, profit and return rateetc., then point out the solutions to probable risks. Thus, it concludes that: the net profit rateafter tax reaches to15.1%, the internal rate of return (IRR) is25%, which is much higher thanindustry average index. After doing the sensitivity analysis and risk analysis, it concluds thatthe risk is manageable. Therefore, this project is feasible with high investment return, shortoperation cycle and manageable risk. |
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