A marketing plan for Arya Residences Tower 2

• Main Authors: Madduma, Alexandra Claudia A., Maglalang, Maria Yvette Regina F.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18133
• Institution: De La Salle University

Arya Residences is the flagship project of ArthaLand Corporation, a fairly new developer in the industry. The company's key success factors are the expertise of its management team in real estate and their thrust of making future proof developments. Future proof means being significant and adaptable to new situations and customers that the company serves. This includes the company's goal for LEED® accreditation status and investing in green living projects. However, being new in the game proves to be a challenge in terms of penetrating the market. The researchers conducted a UAI survey having 100 respondents, male and female, through convenience sampling due to the availability of the target market. Both primary and secondary target markets share the same characteristics all but their age. They are the ones deemed to be part of the country's high society. The researchers further examined in detail the ins and outs of the company by studying the company's marketing mix, strengths, weaknesses, opportunities and threats and its comparison with its competitors such as Ayala Land and Rockwell Land. The marketing strategies recommended in this paper aim to increase sales as quickly and as efficiently as possible. This would be possible through increasing advertising efforts, fresh new ideas for events, and retraining of current sales managers. With this at hand, the strategies implied would yield a significant increase in pace of selling the condominium units and that the units of the Tower 2 of Arya Residences are expected to be sold out by the year 2014.