| Shandong ZY Company has been facing with the dilemma of taking investments and acquiring lands,since the project was transferred in 2016 when it was 30~thh anniversary for the development of real estate industry in China.At that time,the industry was blooming around the country,meanwhile it also caused several rounds of government's regulations and control.Local land auction market in Jinan ushered in a surge after the abolition of the land sole maturation policy.The comprehensive strength for Shandong ZY Company was insufficient and land development was at a competitive disadvantage.Shandong ZY Company has been established for 8 years.It has built a relatively systematic investment development operation mode,but the company has exposed their disadvantages of insufficient funds,backward management systems and rapid decline in sales performance.The biggest problem is that they cannot acquire new land from land market and then they face the survival risks for bankruptcy.The paper has comprehensively analyzed the foundation background for Shandong ZY Company and the external environment of this company from the political and legal environment,the domestic and international economic environment,and the social and cultural environment by using the PEST model.The paper also has analyzed their internal resources and capability through the Five-force Model.In addition,Shandong ZY Company establish development-type overall strategy on the basis of SWOT,which is to make full use of company and group's various resources and brand basis for continual growth and new market development.The specific analysis is that Shandong ZY Company enters into new segment markets,which are technology real estate as well as medical and health real estate and then the company expands business scope to other surrounding third-tier cities around Jinan.The company will take advantages of their superior geographic location,cheap land price and preferential investment promotion policies,unlimited purchase of credit sales policy to explore for market opportunity.The product will be targeted at industrial real estate and the clients will be mainly targeted at the enterprises who are in the city through industrial real estate.The strategic measures include establishing company structure based on business unit,expanding marketing channels,increasing fiscal and financing ability for equity cooperation,improving operation level through information,recruiting talents and optimizing appraisal mode to improve company's internal process and decision efficiency.We hope that by making the strategic and protection measures,it could solve the dilemma of Shandong ZY Company wichi has no project,and the company can be settled in the short term,next step is to achieve the development goal of Shandong ZY company in long run,so that this company can occupy a place in the local market,and then create the brand of the company. |
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