- Business and marketing analysis –

Newly proposed apartment project in Sri

Lanka
Acknowledgement
I’m very much privileged and honoured to win the chance to follow the SLIM, which is a very
much recognized qualification.
I am very much interested and appreciated the modules and classroom lecture sessions
covered with theoretical teachings and practical examples of the subject. I would like to thank
my lecturers ……………………………………… and the way of teaching has given the full of
encouragement to me for conducting this assignment work well. The main reason behind the
success of completing my assignment task is the best guidance received from the lecturer.
The assignment work consists in the summary of learning which directly centrals the student’s
practical and theoretical knowledge to have a vast knowledge. In the sessions the knowledge
seeker can earn a great knowledge on assignment by applying the classroom learning theories
and converting the same to practical tunings.
Content
1. Executive Summary
2. Introduction to industry
3. Introduction to the project
4. Factors influencing the property development industry
I. Consumer analysis with needs
II. Competitor analysis
III. Channel intermediaries in the industry to sell apartments
IV. How public environment is influencing the property development business
V. Economic environment and how the country’s economic condition affect positively and
negatively
VI. Political influences on the industry along with main rules, regulations and authorities.
VII. How technology affects the apartment building industry - especially in increasing the life
value of the apartment buyer.
VIII. How social and cultural influences and changes affect the industry.

5. Market segmentation and effective segmentation.

6. Key features and benefits you plan to deliver your clients through the new apartment
7. Where do you plan to locate the project? Explain
8. What is the most appropriate pricing strategy you propose to use for the new project?
9. List and briefly explain three (03) promotional activities you can run to promote the apartment.
10. Conclusion
11. Referencing
12.
 1. Executive Summary
Real estate and property development is one of the most significant and growing industries in Sri
Lanka. It has been noted that the concept of apartment buildings began by mainly targeting mostly
the upper-upper income earners in the city of Colombo. Global as well as local apartment building
investments highly influence the industry while increasing competition in the market. Real estate is
a popular and reliable asset class for capital preservation in most countries. It is also an asset with
little price volatility. The Urban Development Authority of Sri Lanka (UDA) has also started
penetrating the sector with middle income housing projects aiming at breaking the barriers to
access for housing for middle income groups. It also aims at lobbying middle income group to live in
urban areas which grants easy access to job destinations.

Many property developers are now penetrating the market by focusing on suburban areas outside
Colombo. With increasing demands for these apartments, Colombo, Negombo, Kandy, Galle,
Gampaha, Kurunegala are now focusing mostly on apartment building projects. Apartments with
categories ranging from economy, moderate, semi-luxury to luxury and star ratings target different
segments in the market. Currently, residents and expatriate Sri Lankans buy 90% of these
apartments. Apartment developers are seeking to sell more new apartments to buyers from
overseas, taking advantage of Colombo’s growing attraction as South Asia’s most cosmopolitan city.
Further, in order to attract more foreign buyers, the government’s 2017 budget allows foreign
buyers to borrow up to 40% of an apartment’s value from a local bank.

.
 2. Introduction to industry
For Savisingha Builders, the concept of apartment construction arose due to the growing need of
luxurious living in Sri Lanka. We understand how important luxury apartments in Sri Lanka to our
clients and we take this responsibility very seriously. When you trust us with a significant
construction project, you have the security of knowing that your property is in the safest hands
possible. Whatever the project, you can be confident that it will be completed with careful
attention to detail, backed by perfect client service and aftercare. And as you expect, discretion and
confidentiality are given at all times.

We understand the challenges of working in busy cities like Colombo and its suburbs. Building high
end apartments in areas of such is a logistically demanding task, especially when managing major
structural changes, such as extensions and underground excavations. Our experience and expertise
allows us to manage the complexities of operating in an urban environment, where space and man
severability are at a premium. As well as working closely with our clients, we enjoy exceptional
relationships with local authorities making the construction process even smoother. Not only our
relationships but also our communication is at the highest, and we can assure you that any
disruption to you, your family or your neighbors during construction will be kept at an absolute
minimum.
 3. Introduction to the project
Royal Pearl Garden

Located opposite of the Lyceum International School Wattala, Royal Pearl Garden Residencies is the
perfect investment for a blissful living. Created by renowned architect Arch zoom Design Studio and
ACP Singha construction, this property is a masterpiece of design and craftsmanship featuring a
basement car park, a lift and 8 luxurious apartments. The sustainable facilities with the grand
branding name of the same the project expanded successfully as per the requirements.

The plan consist of with these 1095 square feet luxurious apartments encompass 3 bedrooms, 2
baths, and a sleek and stylish kitchen that flows through the dining room, a balcony and a spacious
living area. The basement car park is designed to accommodate 1 vehicle per residence. Perfect for
a family, this residence is ideally positioned to enjoy the proximity to Wattala beach, cafes and
restaurants, shopping centers and a selection of premiere schools. The project is successful with
convenience facilities and the benefits gaining upon the facilities.
4. Factors influencing the property development industry.
 5.
IX. Consumer analysis with needs
X. Competitor analysis
XI. Channel intermediaries in the industry to sell apartments
XII. How public environment is influencing the property development business
XIII. Economic environment and how the country’s economic condition affect positively and
negatively
XIV. Political influences on the industry along with main rules, regulations and authorities.
XV. How technology affects the apartment building industry - especially in increasing the life
value of the apartment buyer.
XVI. How social and cultural influences and changes affect the industry.

13. Market segmentation and effective segmentation.

14. Key features and benefits you plan to deliver your clients through the new apartment
15. Where do you plan to locate the project? Explain
16. What is the most appropriate pricing strategy you propose to use for the new project?
17. List and briefly explain three (03) promotional activities you can run to promote the apartment.
18. Conclusion
19. Referencing
20.
In economics, macroeconomics encompasses societal perspective on resource allocation.
Microeconomics involves factors of resources availability and usage that impact individuals and
businesses. As a company operator, understanding the core microeconomic factors affecting your
business helps in planning and preparation, as well as long-term business strategy development. Six
microeconomic business factors that affect almost any business are customers, employees,
competitors, media, shareholders and suppliers.
Since 1997 our country opened the commodity house market, real estate market has undergone
two-wheeled price tremendous changes, specially at the end of 2007 commodity house price
soaring and after 2008 the real estate demand stagflation, which has brought the extremely
negative influence for the real estate development, just in the economic crisis period, it has also
increased economic instability. In order to promote the stable real estate development; to provide
the relevant department necessary reference to carry out macro-control for; to reduce blindness of
land agent and residents to the real estate investment, it is necessary to analyze various factors,
further analyze the main reasons of the impact on real estate demand, and between the quantity of
the factors

Customers

Customers have the most direct microeconomic impact on a business. The simple fact is that you
can't successfully operate a for-profit company without attracting targeted customers. Knowing your
ideal customer types and developing and presenting effective marketing campaigns are integral to
building a customer base and generating revenue streams.

Employees

Your workers produce, sell or service the goods and service that drive your business. The availability
of qualified, motivated employees for your business type is vital to economic success. If you operate
a highly technical business, for instance, you might have to pay more in salary to attract a limited
number of available, specialized workers.

Distribution Channels and Suppliers

Sourcing goods used in production or resale and distributing your inventory to customers are
important as well. Manufacturers rely on materials suppliers and resale companies rely on
manufacturers or wholesalers to transport goods. To operate profitably, you need to get good value
on products and supplies and, in turn, offer good value to your customers with accessible solutions.

Competitors

The level of competition also impacts your economic livelihood. In theory, more competitors means
your share of dollars customers spend diminishes. However, a large number of competitors in an
industry usually signifies lots of demand for the products or services provided. If an industry lacks
competition, you might not find enough demand to succeed in the long run.

Investors

Shareholders and investors may help fund your company at start-up or as you look to grow. Without
funds to build and expand, you likely can't operate a business. You could look to creditors, but you
have to repay loans with interest. By taking on investors, you share the risks of operating and often
gain support and expertise. You do give up some control, though.

Media and the General Public

Your local community and media also affect your ongoing business image. Communities often
support companies that provide jobs, pay taxes and operate with social and environmental
responsibility. If you don't do these things, you may run into negative public backlash. Local media
often help your story proliferate, for better or worse.
 
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Andrew Mark, Haurin Donald, Munasib Abdul. Explaining the route to owner-occupation: A
transatlantic comparison. Journal of Housing Economics, Elsevier, 2006, 15(3): 189-216.