Case Title: The Clift Condominium - A Critical Evaluation of Strategic Planning and Marketing Techniques Used in Marketing a Condominium Project in Central Business District.
1. Introduction
The Clift is a condominium project developed by Fareast Organisation in the heart of CBD at Telok Ayer Street. It comprises of 312 units of up market dwelling units ranging from 400 to 100 square foot at a prevailing market price of S$1200 per square foot and above. The project is still in its construction stage and TOP date is expected to be by end of 2010. More than 70% of the units have been sold.
The case study will evaluate the strategic planning and marketing techniques used in marketing the dwelling units.
2. Methodology
The data for evaluation will be mainly from the URA quarterly report on private housing, newspaper cutting, sales brochure of The Clift, and visit to the sales showroom and the actual location of the project.
Literature review on the factors affecting the supply and demand of private housing in Singapore will be carried out. A comparative study of the marketing technique adopted by The Clift sales team will assessed vis-à-vis similar projects in the vicinity (eg. The Icon, The Sail@Marina Bay etc)
The strategic planning process of The Clift project will be evaluated to see if the strategies are the best alternatives available for the developer; and the marketing techniques used will be assessed based upon some established marketing tools or techniques learned in the course of the MBA study.
3. Limitations
The case study will attempt to analyse the strategic planning and marketing techniques used in marketing The Clift project quantitatively and qualitatively.
Due to the limitation ...