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Bachelor Thesis from the year 2003 in the subject Business economics - Miscellaneous, grade: 1,8, Furtwangen University (Wirtschaft), language: English, abstract: Inhaltsangabe:Abstract:
The overall situation in the housing and real estate market has changed drastically in the last few years. The market structure has changed due to an overcapacity of empty or not used private flats, houses, etc. and an increasing competition among providers. In the earlier days, buyers depended on the real estate offers from real estate companies. Nowadays buyers are offered a huge number of real estate products and have almost uncountable sources of information at hand.
Triggering these changes at the beginning nineties was the re-integration of the German Democratic Republic to the Federal Republic of Germany with a huge over capacity of housing space, the migration of eastern German workers to the western part and the internet, which allowed consumers without a lot of hassle to compare various real estate products. Additionally a lot of construction companies rejected considering the necessary infrastructure for their projects, which is a major factor in the decision process of the consumers. Another development caused by the re-integration of the eastern part was the mistrust towards the real estate industry. A lot of companies from the west hoped to make a fast fortune in the east. They left unfinished buildings, mountains of debt and housing space, for which there were no tenants. Bankruptcy was the end of such companies. The redundancy of the former eastern block in Europe and the Perestroika (the new political policy of Russia) lead to the reduction or closing of Allied bases in Germany. This created free areas with military structures on them, which can be found all over Germany the Cité area is such a case.
All these factors lead to a decreased need of the consumers and to an over capacity of housing space.
In order to deal with these external factors of influence and to secure and to extend their own market share, companies have to orientate themselves towards potential customers.
The customer has to be put into the centre of the corporate philosophy, since those times when customers stood in line to get the product have ended. Therefore the marketing activities have to be adjusted to the needs of the users of real estate.
Goal of this bachelor thesis is, to show that a real estate company can only be successful on the private real estate market, if it operates structured communication politics and if it is orientated to the market.
To support this thesis this paper will only focus on the communication politics of the company, because this plays an important and vital role in the real estate business. One reason among many is the fact, that real estate usually has a high purchase value and involves a lot and important decisions among its buyers. Therefore, in most of the cases the right communication politics of a company decide, whether real estate is being sold or not.
As introduction this paper will analyse all internal and external factors that influence the Entwicklungsgesellschaft Cité.
Afterwards the real estate market will be examined. Then the characteristics of the private real estate will be analysed and underlined, with a view to the attributes people attach to housing.
The next steps are then to show the company the elements of the communication planning process and to show the communicational instruments with their various operational areas, in order to successfully market private real estate. This will be undertaken by examples and suggestions for the Cité.
Inhaltsverzeichnis:Table of Contents:
1.The Marketing Environment of the Entwicklungsgesellschaft Cité mbH1
1.1Introduction to the Environmental Analysis1
1.2Definition Conversion Area1
1.3Macro Analysis with the PEST-Factors2
1.3.1Pol...
The overall situation in the housing and real estate market has changed drastically in the last few years. The market structure has changed due to an overcapacity of empty or not used private flats, houses, etc. and an increasing competition among providers. In the earlier days, buyers depended on the real estate offers from real estate companies. Nowadays buyers are offered a huge number of real estate products and have almost uncountable sources of information at hand.
Triggering these changes at the beginning nineties was the re-integration of the German Democratic Republic to the Federal Republic of Germany with a huge over capacity of housing space, the migration of eastern German workers to the western part and the internet, which allowed consumers without a lot of hassle to compare various real estate products. Additionally a lot of construction companies rejected considering the necessary infrastructure for their projects, which is a major factor in the decision process of the consumers. Another development caused by the re-integration of the eastern part was the mistrust towards the real estate industry. A lot of companies from the west hoped to make a fast fortune in the east. They left unfinished buildings, mountains of debt and housing space, for which there were no tenants. Bankruptcy was the end of such companies. The redundancy of the former eastern block in Europe and the Perestroika (the new political policy of Russia) lead to the reduction or closing of Allied bases in Germany. This created free areas with military structures on them, which can be found all over Germany the Cité area is such a case.
All these factors lead to a decreased need of the consumers and to an over capacity of housing space.
In order to deal with these external factors of influence and to secure and to extend their own market share, companies have to orientate themselves towards potential customers.
The customer has to be put into the centre of the corporate philosophy, since those times when customers stood in line to get the product have ended. Therefore the marketing activities have to be adjusted to the needs of the users of real estate.
Goal of this bachelor thesis is, to show that a real estate company can only be successful on the private real estate market, if it operates structured communication politics and if it is orientated to the market.
To support this thesis this paper will only focus on the communication politics of the company, because this plays an important and vital role in the real estate business. One reason among many is the fact, that real estate usually has a high purchase value and involves a lot and important decisions among its buyers. Therefore, in most of the cases the right communication politics of a company decide, whether real estate is being sold or not.
As introduction this paper will analyse all internal and external factors that influence the Entwicklungsgesellschaft Cité.
Afterwards the real estate market will be examined. Then the characteristics of the private real estate will be analysed and underlined, with a view to the attributes people attach to housing.
The next steps are then to show the company the elements of the communication planning process and to show the communicational instruments with their various operational areas, in order to successfully market private real estate. This will be undertaken by examples and suggestions for the Cité.
Inhaltsverzeichnis:Table of Contents:
1.The Marketing Environment of the Entwicklungsgesellschaft Cité mbH1
1.1Introduction to the Environmental Analysis1
1.2Definition Conversion Area1
1.3Macro Analysis with the PEST-Factors2
1.3.1Pol...