Belle Corporation

• Main Author: Robang, Angela S.
• Format: text
• Language: English
• Published: Animo Repository 2006
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4474
• Institution: De La Salle University

The real estate industry represents a huge sector in our economy. It is of the drivers, with huge multiplier effects, in our economy. It is such a fragmented and diverse industry that even a next door neighbor could be in that industry without someone even having any knowledge of it. It has many components one can be in the industry by first buying a piece of property and making improvements on it like constructing a house or building even a small piece of property. The next step, after acquisition of a property and constructing a building on it is putting the property up for sale or lease. Venturing into this industry is not easy as it sounds as there are high barriers of entry. To even begin with acquiring a piece of property needs much capital. One sector of the industry which saw prominence in recent years is the Leisure Property sector. This sector is now driving the real estate industry to even greater heights. This paper deeply analyzes this sector. Leisure communities are different. They are master-planned communities. Leisure properties are specifically made to provide the ultimate in leisure, comfort, and convenience for the urban dweller. Landscape to perfection, everything in a leisure community has been built with the individuals well being in mind as well as the over-all community where they reside. Leisure properties are a throwback to the old days. Where everything was within walking distance and a closely-knit society encouraged increased social interaction. Most of the time, houses are characterized by the lack of high walls between residences, wide open windows, and spacious porches. Leisure properties in the Philippines are comparable to those in the United States and Europe, which is a good indication of what the countrys local architects and master planners are capable of. Belle Corporation (Belle) is one of the companies engaged in the leisure property sector. Belles leisure property complex is a huge complex, which encompasses three cities, Tagaytay, Tanauan and Calamba and one municipality, Talisay in Batangas Belle, which started leisure property development operations in the early 90s, is among the pioneers in club shares market and club lifestyle development and is responsible for developing the Tagaytay Highlands, Midlands and Greenlands properties. Belles achievement in the sector is unparalleled to date. It has scored many first in the country: like the first cable car system, the first funicular system and the first bubbletop diagonal elevator system in the country in Belleview condominiums. The amazing progress of its complex can be the major reason why Belle Corporation, was recently adjudged as Best in Leisure Property Development during the 23rd edition of the National Consumers Awards and Peoples Choice Awards. Belle needs to sustain its leading edge in the leisure property sector. This paper aims to propose a strategic management approach to planning ahead for Belles continued prominence in the industry under the present state of the company. Belles prominence in the sector is the result of generic competitive strategy focused on differentiation. Differentiation advantage is achieved if the company develops uniqueness in its products and services that buyers perceive as valuable. The generic advantage of Belle is its differentiation advantage. It has continued to have a dominant share in the leisure property sector by continuously turning out world-class quality products in very superior and very strategic locations. Its service to its clients, in its various residential villages, is considered as the standard in the industry. Its Highlands-Midlands-Greenlands complex continues to become the address of choice among the countrys elite for weekend homes. It continues to be well patronized by the Filipino Chinese community, the dominant group in Philippine business.