越南住宅房地產市場營銷策略研究-案例研究:Vinhomes Research on Marketing Strategies of Residential Real Estate Market in Vietnam - Case Study: Vinhomes

Date
2021
Authors
阮氏海燕
NGUYEN THI HAI YEN
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Abstract
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With the rapid economic growth of around 7% in Vietnam during recent years and its background environment, Vietnam is emerging in Southeast Asia as a vibrant and fast-growing real estate market . It is now commonly seen as the hotspot of the Hind-end and luxury residential real estate (RRE) industry because of the growing middle wealthy class and the urbanization process in Vietnam. Vinhomes Joint Stock Company is the No.1 largest company in the residential real estate market in Vietnam with certain marketing strategies. It becomes one of the curiosity topics in this industry to investigate. Therefore, the main purpose of this research is to investigate the marketing strategies and its uses in the residential real estate market in Vietnam by analyzing a taken case study company- Vinhome’s JSC- the leader in this market. In order to do so, this thesis will firstly cover theoretical frames and main concepts in the marketing and real estate field. Then, the author will use strategic tool such as PESTLE, SWOT, The Segmenting-Targeting-Positioning Model and Marketing Mix 4P’s, in order to analyze the market environment and its conditions and understand the proposed company case: Vinhomes as an example to follow in the marketing field. The findings of the research show that the company case plays the Best Practices in marketing strategies, such as, targeting the right market segments in Mid-end, High-end and Luxury, focusing on the potential groups of buyers, or being the pioneer in cooperating with subsidiaries of Vingroup -the parent company- to build the “Giant Ecosystem” and living environment in Vietnam. However, the findings also point out some aspects that the company can improve. Some recommendations are mentioned at the end of this study.
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Keywords
none, Residential Real Estate Market, Vinhomes, Vingroup, High-End and Luxury Products
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