A Commercial Estate Group Enterprise

Before the reform and opening-up, the form of planned economy had maintained a long history in China. As a result, the country’s commercial real estate development was severely held back, it started fairly late and had been a laggard for some time. However, the latter part of the 20 th century has seen a maturing economic market system, and China’s urbanization has increased significantly, residents have had their lives improved, consumption price has become increasingly reasonable, and driven by macroeconomic control, commercial real estate investment has been receiving more and more profit, which led to more and more enterprises joining the industry. Till then, China’s commercial real estate has finally ushered its opportunity of development, and started booming like never before! The A group was founded in the infancy years of China’s commercial real estate industry, and was developed into the earliest shopping centers within mainland China. After experiencing the survival battles in the setting up stage, as well as playing safe in order to stay in business, the group has had tremendous achievements such as paying off its debts and recouping all investment costs. On the other hand, the group is facing with many more problems and challenges as it has remained as a single operation for a long time. A current issue for the enterprise is that in the long term, how can it survive and retain its ability to develop continuously in a competitive environment.A PEST method is used in this case analysis, to examine the macro external environment of the enterprise. Porter’s five forces model is used to analyze its industry environment, then a SWOT matrix is also used to match the strengths, weaknesses, opportunities and challenges that the A group is facing, establishing development strategy goals, making clear its future direction. Moreover, this paper elaborates on the strategic path and strategic initiatives of the enterprise’s developments, in order to ensure a smooth implementation on such matters.