Luxury Home Market And Pre-Sales Challenges: Aldeola-De-Siolim, Goa

Pravat Surya Kar

Informasi Umum

Kode

24.10.251

Klasifikasi

658.8 - Marketing, Management of Distribution/Marketing, Manajemen Distribusi

Jenis

Case Studies

Subjek

Marketing Management

No. Rak

Dilihat

142 kali

Informasi Lainnya

Abstraksi

.This case enumerates Aldeola de Siolim, Goa’s (ASG) pre-sales promotional challenges. ASG was an upcoming luxury residential property in Goa, India. Venky Infar – the developer of ASG – a family-owned civil construction firm – wanted to diversify into Goa’s vibrant luxury housing market. In India’s housing market, the success of a project often depends on the “pre-sales,” i.e. attracting target customers and maximizing the sales before the construction. V. Rama Rao, the project manager’s task, was challenging because ASG and Venky were new entrants in a mature and competitive market. However, Rao was determined to capture a slice of this lucrative market. The case discusses the following four points to help the students understand the marketing challenges and decision context. First, ASG’s key attractions, second, overview of the Indian real estate market, third, characteristics of Goa’s luxury home market and finally, Customer Journey Path for residential real estate purchase. The case elaborates on the nuances of strategic dilemmas and and presents competitors' practices and emerging consumer trends.