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Which strategic decisions must Math Stassen BV. take to ensure success in the luxurious apartment market?

a strategic Marketing plan

Rechten: Alle rechten voorbehouden

Which strategic decisions must Math Stassen BV. take to ensure success in the luxurious apartment market?

a strategic Marketing plan

Rechten: Alle rechten voorbehouden

Samenvatting

market. Founded over more than 50 years ago (1955), invaluable experience has been gained over the years. Math Stassen BV. is now being run by Mr. Marcel Stassen, the son of Mr. Mathieu Stassen, the original founder. Mr. Mathieu Stassen retired, moved from The Netherlands to France, and after a few years to Switzerland. However retired, Mr. Stassen wanted to stay active in business life, and he was one of the co-founders of Sunfys BV. a company that focuses on sustainable solutions for different projects.
Another extensive project that is being realized by Mr. Mathieu Stassen is Residenza Trinity. This project started in 2010 and was privately financed by Mr. Stassen. Residenza Trinity consists of 18 luxurious apartments, spread over three buildings, and is built in Locarno Monti, Switzerland, overlooking Lago Maggiore.
The facilities that are being offered at Residenza Trinity make it an unique project on one of the finest locations in the world. Residenza Trinity offers large, energy efficient apartments with marble floors, lake view, floor radiation heating, 2 parking spots and a luxurious interior. Furthermore, on the compound there is a beauty room, a solarium, a fitness room, a sauna, a pool, a garden and a private 5,000 m² forest for hiking.
The real estate market has suffered heavily due to the economic crisis, and since the experience of Math Stassen BV. in the real estate market is not extensive, the Residenza Trinity project is a challenging one. The main question formulated in this thesis is: 'Which strategic decisions must Math Stassen BV. take to ensure success in the luxurious apartment market?' Extensive market research is required to gain insights into the attitude and the preferences of the potential buyers, and to understand the luxurious apartment market.
Since the apartments will be sold for CHF 2.500.000 (EUR 2.089.000, USD 2.605.000), only a select group of people is able to afford this. This group had to be tracked down, analyzed and the right marketing strategy had to be decided on. The gained insights have led to recommendations for the next step for Math Stassen BV, mainly about the best way to communicate with the selected target group and how to sell the apartments.
There is an uncommon selling strategy, which is to start selling the apartments after they are finished, and this has led to the fact that there is no marketing strategy yet. The next step for Math Stassen BV. must be to start promoting the apartments and raise awareness about Residenza Trinity. By making a website, being present at international trade fairs, advertising in magazines and using a network of specialized real estate brokers this awareness will be obtained.
Since there is no promotion yet the apartments will be remain empty unless they are sold. In order to have full apartments and not losing money, renting the apartments must be considered as well. This will also increase the awareness of Residenza Trinity through word of mouth.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
AfdelingAcademie voor Economie & Management
PartnersMath Stassen BV, Switzerland
Datum2012-06-22
TypeBachelor
TaalNederlands

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