Marketing Mix Plan For West Lakes Golf Villas Projectă.docx

NATIONAL ECONOMICS UNIVERSITY EXCELLENT EDUCATIONAL PROGRAM BACHELOR THESIS Major Marketing Management TOPIC MARKETING MIX PLAN FOR WEST LAKES GOLF & VILLAS PROJECT PHAM NGOC QUYNH Hanoi 2020 Hanoi 20[.]

NATIONAL ECONOMICS UNIVERSITY EXCELLENT EDUCATIONAL PROGRAM

BACHELOR THESIS Major: Marketing Management

TOPIC: MARKETING MIX PLAN FOR

WEST LAKES GOLF & VILLAS PROJECT

PHAM NGOC QUYNH

Hanoi 2020

NATIONAL ECONOMICS UNIVERSITY EXCELLENT EDUCATIONAL PROGRAM

BACHELOR THESIS

TOPIC: MARKETING MIX PLAN FOR WEST LAKES GOLF & VILLAS PROJECT

Student: Pham Ngoc Quynh

Speciality: Marketing Management

Class: Marketing Management Intake 58 (Excellent Educational Program) Student’s ID: 11164415

Supervisors: Associate Professor Pham Thi Huyen

Hanoi 2020

I would like to send my greatest gratitude and respect to Asc.Prof Pham ThiHuyen for the accomplishment of this research If it hadn’t been for her support andadvice, I wouldn’t have found the inspiration to carry out this research I amgrateful to Asc.Prof Pham Thi Huyen for her enthusiasm as a teacher and asupervisor

I deeply appreciate all the support from BHS Group Real Estate Joint Stock Company, my colleagues, and those participants involved in this research I couldn’t finish this work without their meaningful contributions

STATUTORY DECLARATION

I affirm that I have written entirely this Bachelor Thesis independently Thisthesis is an individual work and has no involvement with any other individuals ororganization

The outside sources are just used to support the theory of this research All ofthe outside sources and previous research have been cited in the end of this paper.There is no copyright infringement in this thesis

Hanoi, May 2020

Author

TABLE OF CONTENTS

ACKNOWLEDGEMENTS .3

STATUTORY DECLARATION 4

TABLE OF CONTENTS .5

LIST OF TABLES .8

EXECUTIVE SUMMARY 1

CHAPTER 1: INTRODUCTION TO THE STUDY .2

1.1 The rationale of the research 2

1.2 Research objectives and Research questions .3

1.2.1 Research objectives .3

1.2.2 Research questions .3

1.3 Research methods .4

1.3.1 Research objects .4

1.3.2 Research issue .4

1.3.3 Research methodology .4

1.3.4 Research scopes .4

1.4 The structure of this research .4

CHAPTER 2 INTRODUCTION TO BHS JOINT STOCK COMPANY AND THE WEST LAKES GOLF & VILLAS PROJECT .5

2.1 Overview of BHS Joint Stock Company (BHS Group) .5

2.1.1 Preliminary information .5

2.1.2 Consultant – implementation service package .5

2.1.2.1 Investment cooperation and project development .5

2.1.2.2 Packaging product and sales deployment .6

2.1.2.3 Market research and M&A consultancy .6

2.1.2.4 Development strategy consulting and marketing implementation 6

2.1.2.5 Leasing .6

2.1.3 Target market .7

2.2 Overview of West Lakes Golf & Villas Project .7

2.2.1 Preliminary information of the investor C.S.Q Global Investment Joint Stock Company .7

2.2.2 Principles of C.S.Q Global Investment Joint Stock Company .7

2.2.2.1 Vision .7

2.2.2.4 Partner of C.S.Q Global Investment Joint Stock Company .8

2.2.3 Overview of West Lakes Golf and Villas project .9

2.2.3.1 Preliminary information .9

2.2.3.2 Principles information .9

2.2.4 Overview of Ho Chi Minh City’s suburban real estate market .14

2.3 Factors affecting the West Lakes Golf & Villas project .17

2.3.1 Macro environment .17

2.3.1.1 Demographic forces .17

2.3.1.2 Economics forces .18

2.3.1.3 Technological forces .18

2.3.1.4 Political.forces .19

2.3.1.5.,Cultural,forces .20

2.3.2 Micro environment .21

2.3.2.1 The Investor .21

2.3.2.2 Development & sales management consulting firm .21

2.3.2.3 Marketing.intermediaries .22

2.4 SWOT .23

CHAPTER 3: IMPROVING MARKETING PLAN FOR THE WEST LAKES GOLF & VILLAS PROJECT .25

3.1 Customer’s need research .25

3.1.1 Introduction to the survey .25

3.1.2 Applied marketing mix for the West Lakes Golf & Villas project from customers viewpoint .26

3.1.2.1 Respondents’ information .26

3.1.2.2 Detail information .27

3.1.2.3 Applied marketing mix for the West Lakes Golf & Villas project from customers viewpoint .28

3.1.3 Customer’s insight .31

3.2 Target customers and Unique Selling Point of the West Lakes Golf & Villas project 32

3.2.1 Case study .32

3.2.3 Product positioning .36

3.2.4 Unique Selling Point of the West Lakes Golf & Villas project .37

3.3 Proposing marketing mix plan for the West Lakes Golf & Villas project 38

3.3.1 Product .38

3.3.2 Price .41

3.3.2.1 Valuation method .41

3.3.2.2 Paying installments policy .44

3.3.2.3 Sublease policy .45

3.3.3 Place .46

3.3.4 Promotion .47

3.3.4.1 Marketing communication budget .47

3.3.4.2 Marketing timeline implement .48

3.3.4.3 Public Relation .49

3.3.4.4 Digital advertise .50

CHAPTER 4: CONCLUSION AND RECOMENDATION .54

REFERENCE .57

SURVEY .58

Y ACKNOWLEDGEMENTS 3

STATUTORY DECLARATION 4

TABLE OF CONTENTS .5

LIST OF TABLES .8

EXECUTIVE SUMMARY 1

CHAPTER 1: INTRODUCTION TO THE STUDY .2

1.1 The rationale of the research .2

1.2 Research.objectives and Research questions .3

1.2.1 Research objectives .3

1.2.2 Research questions .3

1.3 Research methods .4

1.3.1 Research objects .4

1.3.2 Research issue .4

1.3.3 Research methodology .4

1.3.4 Research scopes .4

1.4 The structure of this research .4

CHAPTER 2 INTRODUCTION TO BHS JOINT STOCK COMPANY AND THE WEST LAKES GOLF & VILLAS PROJECT .5

2.1 Overview of BHS Joint Stock Company (BHS Group) .5

2.1.1 Preliminary information .5

2.1.2 Consultant – implementation service package .5

2.1.2.1 Investment cooperation and project development .5

2.1.2.2 Packaging product and sales deployment .6

2.1.2.3 Market research and M&A consultancy .6

2.1.2.4 Development strategy consulting and marketing implementation 6

2.1.3 Target market .7

2.2 Overview of West Lakes Golf & Villas Project .7

2.2.1 Preliminary information of the investor C.S.Q Global Investment Joint Stock Company .7

2.2.2 Principles of C.S.Q Global Investment Joint Stock Company .8

2.2.2.1 Vision .8

2.2.2.2 Field of business activities .8

2.2.2.3 Governance model and organizational structure .8

2.2.2.4 Partner of C.S.Q Global Investment Joint Stock Company .9

2.2.3 Overview of West Lakes Golf and Villas project .9

2.2.3.1 Preliminary information .9

2.2.3.2 Principles information .10

2.2.4 Overview of Ho Chi Minh City’s suburban real estate market .15

CHAPTER 3: CUSTOMER’S NEED RESEARCH NEED AND FACTORS AFFECTING THE WEST LAKES GOLF & VILLAS PROJECT .18

3.1 Customer’s.segmentation .18

3.2 Customer’s need research .18

3.3 Analyze research result .20

3.3.1 Respondents’ information .20

3.3.2 Detail information .20

3.3.3 Factors affecting buying suburban real estate decision measured by 5 points likert scale 21

3.4 Factors affecting the West Lakes Golf & Villas project .25

3.4.1 Macro environment .25

3.4.1.1 Demographic forces .25

3.4.1.2 Economics forces .26

3.4.1.3 Technological forces .26

3.4.1.4 Political.forces .27

3.4.1.5.,Cultural,forces .28

3.4.2 Micro environment .29

3.4.2.1 The Investor .29

3.4.2.2 Development & sales management consulting firm .30

3.4.2.3 Marketing.intermediaries .30

CHAPTER 4: PROPOSING MARKETING MIX PLAN FOR THE WEST LAKES GOLF & VILLAS PROJECT .32

4.1 Case study .32

4.2 Customer persona .34

4.3 Customer’s insight .36

4.4 Unique selling points of the West Lakes Golf & Villas project .37

4.4 SWOT .39

4.5 Product positioning .40

4.6 Proposing marketing mix plan for the West Lakes Golf & Villas project 40

4.6.1 Product .40

4.6.2 Price .43

4.6.2.1 Valuation method .43

4.6.2.2 Paying installments policy .46

4.6.4 Promotion .49

4.6.4.1 Marketing communication budget .49

4.6.4.2 Marketing timeline implement .50

4.6.4.2 Public Relation .51

4.6.4.3 Digital advertise .52

CHAPTER 5: RECOMMENDATION .56

LIST OF TABLES

Table 2.1: West Lakes Golf & Villas location .10

Table 2.2: Links area .11

Table 2.3: Master plan of West Lakes Golf & Villas .12

Table 2.4: Mini villa design .13

Table 2.5: Isolated villa design .13

Table 2.6: duplex villa design .14

Table 2.7: Swot analysis .23

Table 3.1: Respondents’ information .26

Table 3.2: The proportion of target customers of .35

Table 3.3: Utility suggestions .40

Table 3.4: Real estate price survey around the area .42

Table 3.5: Real estate price surveys with the golf course concept .42

Table 3.6: Pricing caculation method .43

Table 3.7: Expected price of West Lakes Golf & Villas .44

Table 3.8: Paying installments policy .45

Table 3.9: Marketing timeline implement .48

Table 2.1: West Lakes Golf & Villas location .10

Table 2.2: Links area .12

Table 2.3: Master plan of West Lakes Golf & Villas .12

Table 4.5: Mini villa design .14

Table 4.6: Isolated villa design .15

Table 4.7: duplex villa design .15

Table 4.1: Industrial zones in the West Lakes Golf & Villas region .34

Table 4.2: The proportion of target customers of .36

the West Lakes Golf & Villas project .36

Table 4.3: Swot analysis .40

Table 4.4: Utility suggestions .43

Table 4.5: Real estate price survey around the area .45

Table 4.6: Real estate price surveys with the golf course concept .45

Table 4.7: Pricing caculation method .47

Table 4.8: Expected price of West Lakes Golf & Villas .48

Table 4.9: Paying installments policy .49

Table 4.10: Marketing timeline implement .52

According to Dat Lanh real estate company, the scarcity of land in the innercity has caused many businesses and investors to expand to the surrounding areas.Meanwhile, the investment in the suburbs will be much easier than in the inner city.The problem of depletion of inner city supply and rising housing prices has ledmany investors to "run out" of Ho Chi Minh City and access to markets withpotential price increases such as Dong Nai, Binh Duong, Long An or more distant isPhan Thiet, Binh Dinh If the land plot segment was previously "hot", investors arenow paying attention to peri-urban territorial projects with close links with Ho ChiMinh City and infrastructure, society and factors environment, clean landscapebecome "magnet" attracts many buyers Therefore, it is not difficult to understandwhy the Long An market has become the focus of real estate investors.

West Lakes Golf & Villas is the first and only suburban resort villa complexcurrently located in Duc Hoa District - Long An, only 60 minutes west of Ho ChiMinh City center The suburban villas project developed by BHS Group wasidentified as a passionate embrace

As an intern marketing in BHS Group, the author sees potential in West LakesGolf & Villas and wants to contribute to the development progress of project.Therefore, this research provides a more comprehensive understanding of the WestLakes Golf & Villas and identifies factors affecting to the project The researchercollected data via questionnaries of 50 respondents in Ho Chi Minh City Thisresults indicate that “Product concept”, “Reputation of the Investor”, “Geographiclocation”, and “Cost” have significant impacts on the West Lakes Golf & Villasproject

CHAPTER 1: INTRODUCTION TO THE STUDY

1.1 The rationale of the research

For a long time, peri-urban resort is considered a very popular type in manycountries around the world, especially in developed countries such as Germany,Sweden, USA, Due to geographical characteristics, most sSuburban resortmodels all belong to mountain-facing real estate group instead of sea view Withtheir advantages, they are sometimes even more attractive to the more luxuriousforms of island and island resorts As a result, the value of peri-urban real estate tends to increase over time For example, according to a report of the prestigious US online real estate solutions service provider - Truly.com, in

2017, mountain-facing real estate in the country increased by 19%, while real estate sea-view assets only increased by 1.8% Obviously, peri-urban resort is getting more and more foothold in the context of increasing demand for relaxation of society Not only that, in the world, the models of convalescence in general and suburban resorts in particular have been developed beyond the limits of conventional resorts and spas Many developers of resort real estate have been quick to develop models of jungle experience, admire the wild beauty of nature, adventure tourism, etc to catch up with.market.demand

In recent years, the demand for relaxation around big cities like Hanoi and Ho Chi Minh City has been growing and diversified It can be seen that the potential market of this service line consists of two main groups: inner-city residents and tourists visiting the city Overall, this is a large-scale market and great potential for exploitation Not only for the affection of world’s real estate trend, it is an inevitable trend due to Vietnam’s environmental factors Since the end of 2019, air pollution has become a top concern keyword with alarming indicators published in Hanoi and Ho Chi Minh City When the story of air pollution, water sources (the incident of the Da River) or the solutions proposed to save the "dead rivers" in the heart of the city had not ended In the beginning of 2020, there will continue to be an alarming increase in the quality of life of urban residents, especially in major economic.and.political.centers

The rich class increased sharply, and the living environment in the center

of the city was tense and polluted Therefore, the demand for ownership of peri-urban real estate as a second home for relaxation was increasing Moreover,due to the more convenient transport system connecting city centers with suburbanareas, opening up opportunities for development of suburban resort real estate A

quick survey showed that up to 90% of respondents want to go to the suburbs morethan 10 times a year, while if they go to the beach, they can only go a few times Iftraveling in Da Nang or.Nha.Trang,they have to prepare carefully, time and moneywhile, the vacation trips.in.the.suburbs.do.not.take.much.time.and.money.

In Vietnam, the demand is increasing but the number of suburban resortsdeveloped and methodically operated is scarce The reason is because, finding abeautiful location in the suburbs to develop resorts and effective business is noteasy If you find a nice location, the rich are willing to down the money eventhough the price is on par, even more expensive than beach resort real estate

With a population of about 13 million and the demand for vacation each year

is very large, but around Ho Chi Minh City, there are currently no real estateprojects developed and professionally operated to meet Real estate on the outskirts

of Ho Chi Minh City, therefore, is still a “million-dollar gold mine” However, inthe near future, this gap will be partially filled when West Lakes Golf & Villasappeared

West Lakes Golf & Villas is one of suburban real estate project that respond tosociety’s urgent problem The author believes that researching marketing mix forWest Lakes Golf & Villas project will contribute to indicate the factors influencingindividual buying suburban real estate behavior as well as to help improvingmarketing plan for other outskirt real estate projects

1.2 Research objectives and Research questions

1.2.1 Research objectives

- Background, real estate market in high-class suburban areas in Ho ChiMinh City in general and real estate market in Long An high-class resort inparticular

- West Lakes Golf & Villas Project Target customers of the West LakesGolf & Villas project

- Factors influencing customers' decision to buy real estate products in theoutskirts of Ho Chi Minh City

1.2.2 Research questions

How are West Lakes Golf & Villas projects different from business features,business strategies and competitive advantages compared to other high-end resortprojects in suburban areas of HCMC What is the actual implementation effect andremaining issues of this project?

Who are the target customers of the West Lakes Golf & Villas project? Whatfactors influence their buying decision? What is the purpose of their purchase? (forinvestment or for real?)

With the capacity of BHS Group, how to improve and develop the product?What activities need to be done to make the product more successful in the nearfuture?

1.3.3 Research methodology

This research uses both secondary and primary data The data is collectedthrough quantitative research that help to explore the insights and opinions ofparticipants about buying suburban real estate behavior

1.3.4 Research scopes

Location: Ho Chi Minh City

Time: The research is carried out from November 2019 to May 2020

1.4 The structure of this research

This study includes 4 chapters:

Chapter 1: Introduction to the study

Chapter 2: The introduction to BHS Group and the project of West Lakes Golf

CHAPTER 2 INTRODUCTION TO BHS JOINT STOCK COMPANY AND

THE WEST LAKES GOLF & VILLAS PROJECT

2.1 Overview of BHS Joint Stock Company (BHS Group)

Le Van Thiem Street, Thanh Xuan District, Hanoi City In May 2020, the companyhas around 46 employees with 3 governance levels, 5 main boards

BHS Group has a lot of impressive numbers, the biggest competitiveadvantage is the practical experience, implementation ability and marketunderstanding Nationally, BHS Group’s leaders have 10 years of experience, 300implemented projects and 150 researched projects

2.1.2 Consultant – implementation service package

BHS Group has 5 consulting services: Investment cooperation and projectdevelopment; Product packaging and sales implementation; Development strategyconsulting and marketing implementation; Market research and M&A consulting;Leasing

2.1.2.1 Investment cooperation and project development

Vietnam is a developing country with a dynamic and young population.Urbanization in Vietnam has just entered the early stages of development, thedemand of house is constantly increasing Besides strategic consulting on products,BHS Group is always ready to seize the cooperation opportunity with the Investors,bringing more value to the project’s success BHS propose solutions andcompanions to the Investors to add product value, meet the maximum demands ofthe market

2.1.2.2 Packaging product and sales deployment

BHS implements 5 stages of packaging product and sales deployment whichare consulting product concept, evaluating investment efficiency, packaging

product, business strategy and crisis handling consultancy and after sales disputeconsultancy

2.1.2.3 Market research and M&A consultancy

In market research, BHS analyzes project (SWOT, USP,…), research marketand competitors In M&A consultancy, BHS gives M&A consultancy to two type ofcustomers First, for sellers, BHS adds real estate values, maximize profit byproduct concept consultancy services which meet market demand and customerstaste BHS is not only the connection between sellers and buyers but also increasesreal estate values for both Second, for buyers, all real estate projects researched byBHS ensure profit, liquidity, time saving for customers Investment projects chosen

by BHS do not only have potential finance but also ensure sustainable development,create a civilized habitat for community

2.1.2.4 Development strategy consulting and marketing implementation

BHS’s mission for development strategy consulting and marketingimplementation as follow: Analyze & research target market demands Researchmarketing strategy of competitors in a same segment Establish overall marketingstrategy to approach target market Optimize marketing cost, increase conversionrate, push sales Consult branding development strategy, establish product conceptand branding story Establish & deploy push sales marketing plan Organizeprofessional events Manage & optimize marketing budget Efficient measurement

& periodic report Consult & handle communication crisis at every step of salesprocess

With a diversity of networks, relationships, available customers database, BHSprovides services of consultancy, management, business of commercial centers,offices all in one to optimize costs and maximize profit for Investors

2.1.3 Target market

Based on the real estate market situation in Vietnam, BHS Group notices thereare two potential undeveloped market Therefore, BHS Group considered to target

mainly in two types of customers First, BHS targets in unpopular Investors buthave large land fund and haven’t had in-house sales team such as C.S.Q COGeleximco, Bim Group, Vimefuland, Khang Dien Second, BHS chooses newInvestors, haven’t had reputation, having financial difficutlty, doesn’t have largeland fund and doesn’t have lots of projects such as Hacom Holdings, Apec, SGU,

An Thinh,…

2.2 Overview of West Lakes Golf & Villas Project

2.2.1 Preliminary information of the investor C.S.Q Global Investment Joint Stock Company

C.S.Q Global Investment Joint Stock Company was established in January16th in 2006, the company’s current charter capital is 284.000.000.000 VND C.S.QGlobal Investment Joint Stock Company is a multidisciplinary business that isoperated and managed by foreign experts in golf service business and a team ofstaff with many years of real estate business experience

The headquarters is located at 45, Provincial Road 822, Ap Chanh, Tan My,Duc.Hoa.District,.Long.An.Province English.name.is.C.S.Q.CO Legal.representative: Mr Tran Thanh Khiet - Chief Executive Officer

2.2.2 Principles of C.S.Q Global Investment Joint Stock Company

2.2.2.1 Vision

C.S.Q CO vision is to become a leading private economic enterprise, having afirm position in the field of construction, project development and real estatebusiness in Vietnam and reaching out to the world in the nearest future Theirdevelopment strategy is to build products and services on the foundation ofcombining the world's modern technology and creativity; Manage and operateprojects according to international standards, meeting the progress schedulecommitted with customers while ensuring outstanding quality for each project; Anddevelope a team of highly qualified, professionally trained and experienced staffthrough projects is always ready to serve and best support customers and partners

2.2.2.2 Field of business activities

C.S.Q Global Investment Joint Stock Company operates in the field of realestate They focus on the main market in Long An and is implementing many large-scale projects Established in 2006, the time of Long An real estate has a lot offluctuations After 13 years of operation, C.S.Q Global Global Joint Stock Companyhas become a big brand, a big partner of many next generation real estate

companies Main industries selected to be the key development fields from the time

of formation to present of C.S.Q is construction of other civil engineering works

On business registration records and actual operation of C.S.Q has expanded andachieved many positive.results.in.other.business.fields.such.as: Building other civilengineering works (Golf club); Real estate business; Restaurants and mobile foodservices (restaurant business); Ground preparation (leveling); Rental of sportsequipment, entertainment; Wholesale cars and motor vehicles

2.2.2.3 Governance model and organizational structure

C.S.Q CO builds a scientific and professional management model with thedivision between functions: Administration - Control - Administration Objectives

of the executive management model:Optimizing the rights and legitimate interests

of Shareholders Modern management, control and administration, applyingadvanced management technology Promote creativity and flexibility in operatingbusiness activities The organizational structure is arranged according to thestrategic model with the motto "Simple - Effective" Focusing on specialization andclose coordination among specialized units according to their functions andsupporting departments Delineate the functions that are strictly managed andoperated in a two-way interactive model, allowing the highest order to be followedwhile the shortest and clearest route is for all employees

2.2.2.4 Partner of C.S.Q Global Investment Joint Stock Company

C.S.Q International Investment Joint Stock Company has many years beenoperation with many units in different fields such as build, invest, bank Currently,Tran Anh Group is a strategic partner with C.S.Q CO to implement the largestproject ever Besides, BHS Group also plays an important role in the developmentplan of C.S.Q Company, especially in the period of developing the West Lakes Golf

& Villas project

2.2.3 Overview of West Lakes Golf and Villas project

2.2.3.1 Preliminary information

Project name: West Lakes Golf & Villas

Location: Duc Hoa District, Long An Province

Investor: C.Q.Q Global Investment Joint Stock Company

Site area: 200 ha

Project development: BHS Group

West Lakes Golf & Villas urban area is the first golf resort complexembracing the first golf course in the west of Ho Chi Minh City Rare villas withwide views open the expensive West Lakes golf course - a product designed by theworld's leading prestigious Thomson Perrett company, popularized by the BritishOpen founder and winner five times, Peter Thomson The layout is 7100 yards long,highlighted by picturesque lakes on almost every hole, undulating ripples and smarttunnels, all signed by Thomson Perrett and the local performance team.

West Lakes Golf & Villas is one of the first golf courses in southern Vietnam

to have Zeon Zoysia grass runways, extremely easy to beat Green vegetables, theBermuda grass Tifeagle, create quick and real rolling surfaces Golfers at all levelswill appreciate the high level conditions of the course

Only a 60-minute drive from Ho Chi Minh City, West Lakes Golf & Villas is ahead

of the trend of urban perks that urban families love In addition to the row of villasoverlooking the expensive golf course, the project gathers a system of high-classutilities to meet the needs of the successful owner to relax, entertain and settle

2.2.3.2 Principles information

a Location

Located right in front of Provincial Road 822 in Duc Hoa district, Long Anprovince, West Lakes Golf & Villas is the first golf urban to own a location thatfully converges all "internal forces" to promote profitability fast

Table 2.1: West Lakes Golf & Villas location

(Source: BHS Group, 2019-2020)

In the world of tourism real estate investors, there has appeared a goldenformula of 60:60, the ideal place is at a distance of 60km or a travel time of 60minutes West Lakes Golf & Villas is located is an ideal place to serve the needs ofsuburban resort Only 40 minutes from Phu My Hung - 60 minutes from Ho ChiMinh City Center West Lakes Golf & Villas is in an urban area of Ho Chi MinhCity, which is a key economic region in the South It’s transition between the twoeconomic motive regions of the national level and the Southeast and Southwestregions The project has southwest gateway of Ho Chi Minh City and key roadintersections such as National Highway 22, TL 822, TL 823, QLN2, Ho Chi MinhCity - Trung Luong Expressway, Ho Chi Minh City - Moc Bai Expressway,Riverside Boulevard (Tuan Chau Group)

b Links area and infrastructure

The project is located in the heart of the center of Duc Hoa district, which isthe focal point of Long An real estate investment and is a gathering place for manylarge-scale projects such as Vinhomes Duc Hoa Urban Area, Hong Phat Residential

VINGROUP

900 ha WESTLAKES

GOLF & VILLAS

Area, multi-hospital Pan-Asian University, etc From here, residents also have easyaccess to the administrative center and adjacent facilities of Duc Hoa district The project also has strong regional connectivity characteristics, quite close tosome key locations of the province This is convenient for the guests staying at theproject Specific zone connections are shown in the following table:

Table 2.2: Links area

(Source: BHS Group, 2019-2020)The table shows the estimated time to move from a number of key locations tothe project According to the survey and research of the author, it can be seen that

Cu Chi district is 1km away, Highway 22 is only 7km from the project, Ben Thanhmarket is about 49km, Tan Son Nhat airport is about 46km, As such, the projecthas a quite suitable location to move, suitable for the object customers analyzedabove

c Layout of the West Lakes Golf & Villas

Specific layout of the villa is shown in the following image:

Table 2.3: Master plan of West Lakes Golf & Villas

(Source: BHS Group, 2019-2020)

In particular, the clubhouse is the blue highlighted part, located on the corner

of the project, to serve the entertainment, entertainment and relaxation of residentssuch as swimming pool, gym, yoga, bar, cafe, mini villas are located in theinnermost, the center of the project and the outer edge villas are semi-detachedvillas and detached villas Mini villas, also known as adjacent townhouses, arehighlighted in pink, located in the center of the project, occupying the largest area.Duplex villas are highlighted in yellow, located on the outer edge of the project,facing the golf course Finally, there are single villas, a limited number and located

in the corners of the project, with the best location, the most airy space with a view

of the golf course

d Scale and design of West Lakes Golf & Villas

The West Lakes Golf & Villas project has an area of 48 hectares built into 12floors including 2 commercial floors and 10 floors of apartments The project isdesigned according to the 5 * rule of Europe with a modern style, elegance,

sophistication but still has a nostalgic feeling, combining with the green nature tocreate a very close scenery The smart design helps the apartments to make the most

of the light and enjoy the natural beauty of this place but still keep the privacy ofeach apartment

The project is planned on a total area of 120 hectares, including: 18-hole golfcourse, club house, villa and resort The land area for the villa area is 48 hectares.Accordingly, the villas at the West Lakes Golf & Villas project with a total of 537units, including mini, single and duplex villas, are designed to be built 1 groundfloor and 2 floors The project includes 409 mini villas, with an area of 84 m2 ; 11detached villas, with a land area of 200 m2 and 117 detached villas, have a landarea of 170 m2 - 200 m2

Table 24 45 : Mini villa design

(Source: BHS Group, 2019-2020)

Table 24 56 : Isolated villa design

(Source: BHS Group, 2019-2020)

Table 24 67 : duplex villa design

(Source: BHS Group, 2019-2020)

2.2.4 Overview of Ho Chi Minh City’s suburban real estate market

In the quite context of the real estate market in Ho Chi Minh City, real estate

in the suburb southern areas becomes the focus when possessing outstandingfavorable factors for the investors After "leveling off" in the first quarter of 2019,

Ho Chi Minh City market in the last months of the year showed signs of optimism,but in fact it did not make the Investors feel interested in this market Whentraditional markets are saturated, in thirst for products, many developers andinvestors seek investment opportunities in suburban areas, where there is a rapidgrowth in urban and public infrastructure

Mr Nguyen Huu Cuong, Chairman of Hanoi Real Estate Club said that wehave been witnessing the paradox and reversal of real estate In particular, the urbanland fund is scarce, no products, potential buyers are many, there are not manyoptions The trend of moving from core cities to provinces with goodcompetitiveness index According to Mr Cuong: “In principle, real estate in areaswhere there are people to the east, the real estate area increases If the forecast ofthe number of people living, working, and connecting wrongly means that realestate investment in that area will fail in both investors and buyers With what ishappening, the suburban area has many opportunities ”

Sharing the same opinion, Ms Nguyen Hong Van, Hanoi Market Manager JLL Vietnam said: “Coastal development is a natural development, when the innercity is too crowded, limited land fund, high price , investors want to find solutionswith more reasonable prices Besides, the Vietnamese population is a youngpopulation, having certain difficulties in buying a house in the interior Therefore,

-developing along the outskirts is natural This is the inevitable movement of themarket, just come fast or slow However, Ms Van said that developing to thecoastal areas still had certain limitations and limited infrastructure Coastal areashave potential and inevitable trends but have not really exploded because they need

to solve the problem of infrastructure and transportation

The expansion strategy to the surrounding urban areas in recent years of HoChi Minh City has accelerated the speed of infrastructure development connectingwith the provinces of Binh Duong, Dong Nai, Long An Many projects have beenimplemented such as: Pham Van Dong Boulevard, My Phuoc - Tan Van Street,extended Hanoi Highway, Ring 2, Ring 3, Long Thanh - Dau Giay Expressway,Metro Line No 1 As a result, from the end of 2018 until now, the real estatemarket in the neighboring provinces of Ho Chi Minh City has been very active,especially in areas adjacent to and along the main roads

The acceleration of the real estate market in the provinces bordering Ho ChiMinh City and a few connected localities in transport infrastructure is anopportunity for investors to attract cash flow to move, and at the same time, createfavorable conditions providing conditions for young people, families with stableincomes and real housing needs In addition, since 2018, the new supply in the HoChi Minh City real estate market is limited, which also forces real estate businesses

to move and "land" to the provinces For example, Cat Tuong Group Joint StockCompany has just launched the Hau Giang market of Western Pearl Project This is

a big, firstly invested project in Hau Giang province with a total investment of up to

85 million USD, 78ha wide, developing product lines such as land, townhouses,villas Earlier, in early 2019, Cat Tuong Group invested in Cat Tuong Phu HungProject in Ho Chi Minh City, Dong Xoai (Binh Phuoc province) The project has anarea of 92.7ha, invested 70 million USD with the product lines of land plots,townhouses, villas, commercial centers and is also the first major project in BinhPhuoc province

Another big name is Hung Thinh Corp Group - a real estate businessspecializing in developing villa and apartment projects in Ho Chi Minh City - alsodecided to "land" in neighboring provinces from the beginning of 2019, when HoChi Minh City real estate market is in trouble Earlier this year, Hung Thinh Corplaunched the Bien Hoa New City project in Ho Chi Minh City Bien Hoa (Dong Naiprovince) with product lines of land plots, townhouses and villas In addition, thisbusiness also offers Ba Ria City Gate Project with product lines of townhouses,villas, land plots in the city Ba Ria (Ba Ria - Vung Tau province) Even in the lastMay, this business has reached out to Vinh Long - a locality that has never appeared

on a "map" of Vietnam's real estate market - to offer Vinh Long Vew Town project,with products mainly land plots and townhouses Along with Hung Thinh Corp,Novaland is also the name mentioned in 2019 with the trend of project investment

in the suburbs This business is offering the Aqua City project of a thousandhectares, with a line of townhouses, villas in the city Bien Hoa (Dong Naiprovince) Some other real estate businesses such as DRH Holding, Asia Holding,Himlamland, DKRA Vietnam are also moving to small provinces to invest inproject development

In 2019, Long An is the most attractive destination for investors, not onlybecause of its convenient location, adjacent to Ho Chi Minh City, but also because

of advantages that not all localities have With the news of many big projects inLong An, a wave of population relaxation from Ho Chi Minh City to neighboringdistricts like Can Giuoc, Duc Hoa and Ben Luc took place quite strongly Ingeneral, real estate in Long An has a price increase range of 15 - 30% / year, hotspots can be up to 60 - 80% / year – according to realtimes.net

Under these circumstances, real estate in the suburbs becomes a top targetwhen these areas are being strongly invested in infrastructure In the last months of

2019, Long An has emerged as a priority name mentioned in this shifting trend, notonly because of its convenient location, adjacent to Ho Chi Minh City, but alsobecause of advantages that not all localities have With the news of many bigprojects in Long An, a wave of population relaxation from Ho Chi Minh City toneighboring districts like Can Giuoc, Duc Hoa and Ben Luc took place quitestrongly In general, real estate in Long An has a price increase range of 15 - 30% /year, hot spots can be up to 60 - 80% / year – according to realtimes.net According

to all the facts, it is clearly that the most outstanding of which is Duc Hoa district.The completion of social infrastructure and transport infrastructure connectingregions makes Duc Hoa emerge as a new "hot spot" around Ho Chi Minh City Inthe construction planning project of Duc Hoa district, Long An province to 2020,with a vision to 2030, Long An province has passed the decision to build Duc Hoa

to become the western central development urban area of the region urban center of

Ho Chi Minh City and become the northern dynamic economic region of Long Anprovince Online data of batdongsan.com.vn shows that in Long An, Duc Hoadistrict has now surpassed Can Giuoc, Ben Luc has become the place to receive themost interest in finding and buying land plots in the middle of the end of 2019

Located closest to Ho Chi Minh City compared to other areas of Long An, Duc Hoadistrict is now even more convenient in the process of linking key economic andindustrial areas of Long An and Ho Chi Minh City for the province HighwayDT830 and DT824 were upgraded and expanded Highway N2 connecting Duc Hoadistrict with Ho Chi Minh City - Moc Bai highway is also included in thedevelopment axes Duc Hoa is also home to large industrial parks such as Hai SonIndustrial Park, PE City Tan Duc Industrial Park, Duc Hoa 1 Industrial Park, Xuyen

A Industrial Park and An Ha Industrial Park Also according to the planningscheme, by 2020, Long An will set aside 1,700ha - 1,800ha of land for urbanconstruction and more than 6,342ha to build concentrated urban areas This factorwill promote a large-scale shift of labor structure from other regions to Duc Hoa

2.3 Factors affecting the West Lakes Golf & Villas project

2.3 Factors affecting the West Lakes Golf & Villas project

23.34.1 Macro environment

2.3.1.13.4.1.1 Demographic forces

The 2019 Census in Ho Chi Minh City collects information in the form of100% mobile electronic devices (CAPI) and internet surveys (Webform) The totalpopulation of Ho Chi Minh City at 0:00 on April 1, 2019 is 8,993,082 people, ofwhich the male population is 4,381,242 (accounting for 48.7%) and the femalepopulation is 4,611,840 (accounting for 51.3%) Ho Chi Minh City is the mostpopulous city, accounting for 9.35% of the country's population and 50.44% of thepopulation of the Southeast The urban population is 7,125,497 people (accountingfor 79.23%), the rural population is 1,867,585 people (accounting for 20.77%).Since 2009, the average annual population growth in rural areas is 4.47% per yearcompared to urban areas of 1.77% per year, indicating a strong urbanization rate.especially rural areas This is a positive factor for West Lakes Golf & Villasbecause when the inner city is facing a series of overpopulation, environmentalpollution, flooding, traffic congestion, People tend to find space near the city torelax, where the distance and travel time are not too long, ensuring the regeneration

of labor and rest Urban people need short time and low cost to alleviate thosepressures and suburban resort tourism meets this

The report is based on data analysis on VietnamWorks from January 1, 2017

to December 31, 2017 Based on the average minimum wage proposed byemployers for employees, the economic center of the country is Ho Chi Minh City,

which still holds the highest position in the average national salary Accordingly,the average minimum monthly salary of an employee is 456 USD, which is about10.3 million VND and equivalent to 124 million VND / employee / year Theminimum average salary is about 38% higher than the average salary of the wholecountry (according to the General Statistics Office, the average salary ofVietnamese workers in 2017 is 6.5 million VND / person / month) Accordingly, HoChi Minh City people have the highest income in the country Therefore, theirabilities to buy to have second home live or to invest are high.

to large tourism demand In it, the upcoming story will be an explosion of unique products that incorporate new trends into future projects Projects

be.particularly interested.in.the.coming.time

particularly.interested.in.the.coming.time.,In,terms.of,investment,,developersparticularly.interested.in.the.coming.time.,In,terms.of,investment,,developers,contin

ue to choose the resort real estate segment to develop with a long-term orientation

23 34 1.3 Technological forces

The "green" movement received a spectacular nudge when the words "finedust" and "virus" became from mouth everywhere While the number of peoplebuying masks is still long, real estate investors in offices and hotels have alsoplanned to upgrade their buildings to protect people Investing in air quality andsafety and hygiene is the key to increasing the competitiveness and sustainability ofthe property

"The value of sustainability should not only be a trend, it must be the future ofall real estate The next generation of buildings must be established," said StephenWyatt, General Manager of JLL Vietnam to "greener" integrate sustainabletechnologies to save operating costs and breakthrough design to attract tenants andtalent Moreover, with the development of technology, marketing activities for areal estate project are also simpler and more accessible to customers, especially tomaximize its strength in the season of isolation, isolation, banning gatherings likenowadays The form of consulting online exchange is applied at most trading floorsand agents With the trend of selling real estate formed in the future, meaning thatreal estate products are still incomplete so some new technologies are applied in realestate marketing activities such as project visits, View model houses with virtualtables, view the perspective before finishing to help strengthen customerconfidence, accelerate the decision making process to be more persuasive and morerational.

23 34 1.4 Political.forces

The People's Committee of Ho Chi Minh City has just approved the CityHousing Development Plan for the period 2016-2020 in the direction of limiting thedevelopment of new projects in downtown and inner-city Saigon Accordingly,house prices may increase when HCMC restricts new projects to 2020 and when theold supply has been sold out, the market will fall into a shortage of housingproducts and this is the time when house prices may rise When housing prices inHCMC are too high and scarce, new product distribution maps may shift tosuburban locations They are adjacent to or near Saigon such as Long An, DongNai, Vung Tau and Binh Duong because these areas are not restricted to developnew projects and land prices and housing prices are softer than HCMC

Moreover, the Ministry of Natural Resources and Environment has sent aletter to the Department of Natural Resources and Environment of provinces andcities directly under the Central Government guiding the land use regime and thecertification of construction work ownership for apartment projects such as travel(condotel), villa, office combined with accommodation (officetel) This action ofthe Ministry of Natural Resources and Environment is a good signal for theVietnamese real estate market at the beginning of 2020, especially the resort realestate segment If this circular is officially implemented, it will be a great leveragefor resort real estate, especially in the context that the market is deeply affected bythe Covid-19 epidemic

According to Mr Su Ngoc Khuong, senior director of Savills Vietnam, themove to issue a "red book" for resort real estate will make retail investors feel moresecure in proactively increasing profits by owning one type of asset new assecondhome villa, condotel or officetel Issuing a “certificate” of the investor'sownership.

Recently, the Ministry of Natural Resources and Environment has sent a letter

to the Department of Natural Resources and Environment of provinces and citiesdirectly under the Central Government guiding the land use regime and thecertification of construction work ownership for the project Condotel project,tourist villa, office and accommodation (officetel) According to Mr Khuong, thismove of the Ministry of Natural Resources and Environment is a good signal for theVietnamese real estate market at the beginning of 2020, especially the resort realestate segment If this circular is officially implemented, it will be a great leveragefor resort real estate, especially in the context that the market is deeply affected bythe Covid-19 epidemic

23 34 1.5 , Cultural , forces

Since ancient times, the common psychology and conception of theVietnamese people is that they are "well-dressed and durable" and tend to leavetheir wealth to their children and grandchildren Especially the issues related to landand houses must be more complete and more thorough The Vietnamese promotetheir position and are influenced by the Chinese feng shui doctrine in their housesand land because they believe it affects the life, career, health of their families andancestors Today these notions of Vietnamese people have not changed Therefore,the activities of buying, selling and investing in land and houses are a very thoroughdecision-making process and very careful inquiry, with references in many sources.Therefore, the role of the project developer in marketing activities is very important.The project development consultancy unit will, on behalf of the developer, developall marketing and sales activities Exchanges and agents will assist customers in thebuying decision process by consulting and providing all project information tocustomers carefully instead of online information

According to Tuoi tre online magazine, Ho Chi Minh City investors prefer realestate for consumption and for rent, more than 80% said it is used for this purpose.More than 80% of real estate investors in Saigon prefer real estate that can be used

for consumption (for rent) They have an investment style that aims at two parallelgoals: bring a stable monthly cash flow and accumulate assets.

Real estate investors in Ho Chi Minh City mostly operate in a narrow rangearound Saigon or neighboring areas in the South They prefer to hunt foropportunities on "home turf" rather than fighting on "away" There are very few realestate investors in Ho Chi Minh City north or in the Central provinces

Investors in Ho Chi Minh City are not keen on real estate prices too high.Saigon investors have a broader sense of real estate shopping They look for almostevery segment: affordable, intermediate or high-end and luxury (luxury) However,the big difference is that they only down the money for the item with a reasonableprice Saigon investors also bargain (negotiate prices) quite a lot

The majority of southern investors do not have the habit of taking risks.Because of small and medium capital flows, the trend of investing over the budgetoften accounts for a relatively low rate They do not overplay their forehead butpreserve the target, accepting stable and moderate profits

23.34.2 Micro environment

23 34 2.1 The Investor

C.S.Q Global Investment Joint Stock Company operates in the field of realestate They focus on the main market in Long An and is implementing many large-scale projects Established in 2006, the time of Long An real estate has a lot offluctuations After 13 years of operation, C.S.Q Global Global Joint Stock Companyhas become a big brand, a big partner of many next generation real estatecompanies Main industries selected to be the key development fields from the time

of formation to present of C.S.Q is construction of other civil engineering works.C.S.Q Company has had the experience in several reputation real estate projectssuch as Phuc An City (100 ha) with 792 apartments, 400 shophouses, 200 villas,

2000 landed; Bella Villa (9,2 ha) with 235 shophouses and 187 villas; Bella Vista(75 ha) with 2400 landed; Tran Anh Riverside (17 ha) with 200 detachedshophouses and 280 landed villas Furthermore, C.S.Q Global Investment JointStock Company has a huge vision is to increasing socio-economic value, creatingvitality for the urban area

23 34 2.2 Development & sales management consulting firm

The concept of "project developer" or "project developer" has only appeared

in Vietnam's real estate market in recent years, since the market's crisis That periodhas hundreds, thousands of projects covering many years Projects here are usuallythose located in prime locations, fully or partially legal, but the investors do nothave the potential to continue When the market recovers, this is the "gold mine" forpotential and.experienced.companies.to.acquire

BHS Group as a development and sales management consulting firm hashelped many dead projects to be revived, contributing to the overall development ofthe market over time BHS Group has helped agencies, enterprises and stateenterprises that have land fund, cooperate with professional real estate investmentand business enterprises The lack of experience or the lack of strength in real estateconstruction, management and development is the main reason why the Investorchoose to have BHS Group to develop the West Lakes Golf & Villas project It isalso a reasonable way to create a good product, suitable for the market, and ensurethe liquidity of the project thanks to the brand-name of the developers

Accordingly, BHS Group will represent the investor to solve financialobligations to the State, raise capital, manage finance, construction, supervise theconstruction process, to distribute sales and do everything related to thecommunication activities for the project they signed Although BHS Group can beseen as the role of a project owner, it is not the investor Investor still takes fullresponsibility for the quality, handover progress of the project They have the right

to inspect and request construction cessation upon incidents to ensure projectquality The party with legal role for the project is still the investment owner

23 34 2.3 Marketing intermediaries

Real estate brokerage is an important role in creating liquidity and helping thereal estate market develop Most Vietnamese people do not have too muchknowledge about the real estate market or real estate investments When a realestate transaction arises, they do not even know what procedures or documents areneeded At this time, the broker will have a consulting role for customers (seller orbuyer), paying special attention to the demand side (the buyer needing real estate)

By understanding the needs of real estate buyers and comparing with thesupply, the real estate broker will provide full information about potential realestate, advise on the best benefits for customers when delivering translate thatproperty Brokerage issues that need consulting for customers include: price,location, price increase analysis, architecture, to suit the requirements thatcustomers want Therefore, sales agency plays an important role in the purchasingstage and contributes to the success of the project.

Besides, real estate brokers will have a role to collect information from theseller or capture the needs of buyers then connect supply - demand appropriately.However, it is not simply their job to help find and supply, but they are the helpers

to complete the best transaction Real estate assets have great value, so issuesrelated to transactions and legal documents need high caution Already relevant tothe law should require at the buyer and seller a certain level of understanding From the function of real estate brokerage service, we can see that real estate is thebridge between real estate supply and demand through information collected tosolve real estate issues Thanks to brokers, supply-demand meets quickly andeffectively to create favorable conditions for the real estate market to operate stably

or become more vibrant

2.4 SWOT

Table 24 73 : Swot analysis Weakness

- The project is located in Long An, where

the new transportation infrastructure is

only at an early stage of development and

expansion

- The inherent golf course of the investor

only attracts a certain number of loyal

visitors, has not focused on extensive

- Is a new real estate product line that hasits own attraction

golf course with 27 holes.

- The project is planned transport

infrastructure in the near future,

connecting with Tan Son Nhat airport and

Long Thanh extremely smoothly

- There is a need to change the minds ofexisting investors about the new productline

- Customers no longer believe incommitting to profits from resort realestate products

(Source: Pham Ngoc Quynh, 2019-2020)Based on the given swot analysis, it can be seen that the project has quitesimilar strengths, strengths, opportunities and challenges Need to supplement,continue to promote the strengths of the project by communication, seizeopportunities and turn challenges into opportunities For challenges related tochanging the minds of existing investors about new product lines or regainingcustomers' confidence in the resort real estate product line, a focus should be oncommunication , project marketing, together with the actual and drastic actions ofthe investor to prove reality to customers

CHAPTER 3: IMPROVING MARKETING PLAN FOR THE

WEST LAKES GOLF & VILLAS PROJECT

3.1 Customer’s need research

3.1.1 Introduction to the survey

Based on market research and secondary data from the business, West LakesGolf & Villas project has two main customers: Investment customers and residents.The group of investment customers is a group of customers who buy real estate forthe purpose of investing, buying and selling in the future The group of investmentcustomers of the project can be distributed in the provinces of strong economiccities across the country, specifically in Hanoi and HCMC Residents are customerswho buy real estate with the needs to stay or business or trade The majority ofcustomers is distributed in HCMC

The author uses online survey method for customer’s need research from01/2019 – 03/2020 with the total sample size of 50 responders The object of thisresearch is customers that are having buying demand for investment in suburban in

Ho Chi Minh City The author chooses non-random convenient sampling method tocollect data due to the fact that the author has the chance to access to customerdatabase of BHS Group through sales and agent The author ask sales of WestLakes Golf & Villas to use this survey when they meet customer

The purpose of this research is to analyze factors that affecting customer’sbuying decision of real estate suburban product The data command has two type:Frequencies – calculate frequency (the number of selected times for answers) andDescriptives – calculate the average of the attributes The research method used inthe symposium is statistical, analytical, aggregated and compared methods based onsecondary and primary data collected Secondary data source: Internal corporateinformation about customer data from R&D, sales and marketing departments andthe Internet Primary data source: Making quantitative questionnaire

3.1.2 Applied marketing mix for the West Lakes Golf & Villas project from customers viewpoint

3.1.2.1 Respondents’ information

Table 3.1: Respondents’ information

Gender 0%

<50 million VND

(Source: Pham Ngoc Quynh, 2019-2020)

Gender: 72% male, 28% female

Age: Under 30 (16%), 30-50 (52%), Above 50 (34%)

Job: Businessman (38%), Officer (28%), Freelancer (22%), Different (12%).Average income: Under 30 million VND (28%), 30-50 million VND (38%),

3.1.2.2 Detail information

In 50 respondents, 76% chose having intention to have real estate product insuburban HCMC Specifically, It can be explained that the proportion of peoplewho intend to own a type of real estate is higher than those who do not intend to.This can be explained by the high proportion of people over 30 years of age whoalso have a high average income These are objects of middle-aged adulthood, highincome level so there was enough time to accumulate wealth This is the segment ofcustomers who frequently buy or invest in real estate

Of the total number of respondents, 42% bought for investment, 12% boughtfor real, 46% bought for two purposes It can be seen that the trend of buying realestate for two purposes are investment and both investment and resident accountsfor the largest proportion, followed by buyers with investment purposes, in the end,22% buy to meet demand in real Realizing that a large number of investmentcustomers in the market, a product that meets investors' expectations is a productwith a clear price increase potential and high liquidity will be prioritized 1 in thereal estate market this time

Of all the respondents, Suburban villas (28%), Shophouse (30%), Condotel(10%), Landed (18%), Apartment (12%), Different (2%)

Suburban villas were chosen by the majority based on the advantages when itcomes to investment Investors see the price increasing potential of suburban villasdue to the trend of moving from the polluted city to the fresher area Besides,suburban villas are near by the city, therefore it is convenient to move for vacation.Shophouse has the highest advantage of profit potential, therefore, most of theinvestors would likely to prefer this type of real estate product After the “Cocobaycase”, investors tend to wary more with condotel, therefore, responders were notlikely to choose this product Landed has high price increasing potential but also hashigh risk level due to the dependent on construction progress and asynchronouszoning Apartment were not choosing by many responders because of the fact thatresponders are mainly have high income level, therefore they wouldn’t choose tolive far from the city