Marketing Plan for a Beijing Property.

Table of Contents

1.Executive Summary1

2.Situation Analysis1

2.1Market Summary1

2.1.1Market Demographics1

2.1.2Market Supply3

2.1.3Market Demand4

2.2Product Analysis5

2.2.1Situation and Locality5

2.2.2Description7

2.2.3The Site7

2.2.4The Development Scheme7

2.2.5Accommodation7

2.3Product Offering9

2.4Competitive Analysis9

2.5Environmental Analysis10

2.5.1Economic Analysis10

2.5.2Legal Analysis10

2.5.3Political Analysis11

2.5.4Social Analysis12

2.5.5Technology Analysis12

2.6SWOT Analysis13

2.6.1Strengths13

2.6.2Weaknesses14

2.6.3Opportunities14

2.6.4Threats14

3.Marketing Strategy15

3.1Marketing Objectives15

3.2Financial Objectives15

3.3Target Markets15

3.3.1Demographic15

3.3.2Behavior15

3.3.3Psychographics16

3.4Positioning16

3.5Strategies16

3.6Marketing Mix18

3.6.1Product18

3.6.2Pricing19

3.6.3Placing19

3.6.4Promotion19

4.Financials20

4.1Break-even Analysis20

4.2Revenue Forecast20

4.3Cost Forecast23

4.4Project Overview24

5.Controls24

5.1Implementation24

5.2Marketing Organization26

6.Appendix27

6.1External View of the Building27

6.2Elevation Plan of the Building28

6.3Weekly Sales and Receivable Summary29

7.References35

1.Executive Summary

Due to the completion of two highly successful property projects in Beijing, namely Investment Plaza in Finance Street and Palace Apartment in Chaoyang District, Chun Sing Group Company Limited commences its development of International E-Trade Tower in Yabao Road of Chaoyang District.

English: Beijing CBD - view from the top of the ne...

English: Montage of various Beijing images

Beijing in China

The market research indicates a specific and growing need in the area of commercial and office units in the area. In view of the unique market situation in this region, the office units of have been well received by the market, even though the building is scheduled to be completed by end of 2002. As at the end of 15th November 2001, about 60% of the office units have been pre-sold to the local traders and state-owned import/export companies with official pre-sale contract signed and prepayment paid.

The marketing objective is to increase awareness and image, actively support steady sales and profitability through effective implementation of the strategy.

2.Situation Analysis

2.1Market Summary

We possess good information about our market and know a great deal about the common attributes of out target customers. We will leverage this information to better understand whom we serve, their specific needs and how we...