Jinjian Garden District Marketing Case

Among locution, environment, house model, price, brand, designing, decorating and popularizing, which factor will lead to a winner in real estate competition? In fact real estate includes all the process above mentioned. The real estate marketing management generally includes market survey, project orientation, spreading plan, sales executing and so on. On the one hand, analyzing, planning, organizing and controlling in marketing process is indispensable, on the other hand, combining local market character with project speciality will be the most effective marketing as a specific system marketing.The case of the Jinjian Garden Residence I compiled is typical in real estate marketing. In this case, with developing timing being axes, stressing the importance of market analyzing, from project location selecting to accomplishment of project orientation, to the final after sale management, all process is surrounding the main theme of marketing.. We may say the case of Jinjain Garden Residence includes all process of real estate marketing.The marketing case:Jinjian Garden Residence is a real estate project developed by Jinjian Company from 1999 to 2003 in GG city. The competition in real estate market has become strong since 1999. Many companies were involved in this field and developed a multiple competitor situation and the competition get fiercer. In order to win the competition in such situations, special marketing strategy must be concluded according to the concrete circumstances of the company and the insight into market through survey. IN May 1999. Jinjian company purchased the use right of a land covering an area of about fifty mu in a development zone in GG city. The basic facilities on the land have not been established completely. In such circumstances, after fully analyzing the market and taking advantage of the company's character, drawing up a set of reasonable and feasible market strategy, the company finished the developing and sold the flats planned previously smoothly in very difficult situations.The case emphasizes on the third and fifth chapters that explain the marketing strategy employed by Jinjian Company and case analyzing., the detail is as follow:1 The marketing strategy of JinJian Company includes market situation, advantages and disadvantage analyzing, potential customer targeting, prices setting, brand setting, brand advertising and sales strategy making and after sale arranging and so on. The employing of a series of marketing strategy assures the success of the project marketing, of Jinjian company.2 The case is focused on the analyzing general situations arising from problems reflected.. The solutions could be found through comprehending the case and abstracting the positive and negative items.