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In: Business and Management

Submitted By venky123
Words 3626
Pages 15
Contents Contents 1 1. Key Challenge 2 2. Segmenation 2 3. targeting 3 4. Positioning 4 5. Interview with dlf 4 6. Product 5 7. Pricing 6 8. PROMOTION 7 9. PRODUCT MIX 9 10. CONCLUSION 11 11. references 11

1. Key Challenge
As part of Part I of the project we did a situational analysis for Sobha covering the 3Cs (Company, Customer, Competition) and came up with a list of major challenges that Sobha faces. In this report, we kept our focus is in doing a STP (Segmentation, Targeting and Positioning) analysis for Sobha and come up with a list of recommendations that Sobha can consider to effectively handle those challenges.

Though the real estate sector in general experiences several common challenges like spiraling input costs, shortage of labor, global liquidity crunch etc. Sobha's marketing-specific challenges are the following in our view – 1. Get recognized as a major pan India player in the real estate segment 2. Competing with established all-India players like DLF, Unitech etc
In this paper we discuss on how Sobha can leverage its unique differentiating factors like full backward integration, reputation on quality etc and effective marketing mix to address the above challenges.

2. Segmenation

The real-estate industry can be segmented broadly under the following heads –

1. Individual a. Affluent b. Upper middle-class c. Middle-class d. Low income group 2. Corporate e. Office space f. Retail g. Industrial h. Hotel i. Resorts 3. Location of individuals and company j. Tier 1, 2 & 3 cities k. SEZ (Special Economic Zones)

Further segmentation (sub-segmenting) can be done by combinations of above like housing for individuals at tier-1 Cities, office space at Special Economic Zones etc

Currently Sobha’s...

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