Developing marketing strategy for villa products of real estate company in Vietnam : Case study of Saigon Peninsula group corporation
Abstract
The real estate market in Vietnam especially in Ho Chi Minh city have experienced a difficult period because of the global financial crisis in 2008. Therefore, this thesis is conducted to research what customers of villas in Ho Chi Minh city prefer when buying houses and apply these findings to create an effective marketing strategy for Saigon Peninsula Group Corporation (SP Group) to sell villas
of the Saigon Peninsula project in District 7, Ho Chi Minh city.
After providing some concepts and present situation of real estate market, Marekting Mix and Promotion Mix are used to developing the marekting strategy for villa products in Saigon Peninsula project. The data was collected from 130 surveys
by customers who visited trading floors in Districts 7 and from interviews with some customers, Mr. Nguyen Minh Tuan (CEO of Saigon Peninsula Group Corporation) and Ms. Ly Thai Huyen Trang (sale specialist of Pacific Ocean Property Company).
The collected data from surveys was analysed by Excel software and combined with interviewing data and company data to be applied in creating the
marketing strategy for SP Group to attract customers and increase revenue.