Seeff Properties: Marketing and strategy analysis
Summary :
Table of Contents
- Introduction
- Macro-environment analysis
- Governmental
- Economic
- Demographics
- International
- Social / cultural
- Technology
- Market analysis
- Competitive structure of the industry
- Dimensions of a market analysis ( Du Plessis, Jooste, Strydom)
- Seeff company
- Customer analysis
- Industry and competitors analysis
- Industry analysis
- Competitor analysis
- Internal environment analysis
- Corporate direction (Mission)
- Resources analysis
- Human capital
- Marketing
- SWOT analysis
- Identification of issues that the plan should address
- Marketing objectives
- Profitability
- Innovations
- Sales growth
- Security complexes
- Reputation
- Positioning statement
- Positioning offerings
- Strategic positionning
- Brand offerings
- The market value mix strategy for the 'affluent' segment
- References
Abstract
seeff is the premier South African property and Real Estate Company. Founded in 1964 by Geoffrey Steeff, the company has grown from a small family business to one of the leading professional property and real estate companies in SA. Today, the youngest son, Samuel Steeff is the chairman and the oldest son, Lawrence is a director of the company. This has ensured that solid family values of honesty and integrity underpin the company and is one of the reasons that Steeff has grown to be the leader in SA. The company is represented throughout SA, Zimbabwe, Mauritius, Botswana and Namibia. There are over 200 branches (offices) countrywide, projects, agricultural, commercial/industrial property and fractional ownerships which provide a huge referral network. More than 1100 agents, who specialize in their geographic area, are able to provide buyers and sellers with extensive and detailed information about properties. Each office is independently owned and operated. This allows moving with the speed of an eagle and providing buyers and sellers with excellent personal service while still being part of an umbrella organization that gives the added value of a big brand. A major advantage of the seeff brand for these offices is access to good quality properties and new developments. seeff is also the founder member of Mortgage SA, SA's leading mortgage Origination Company. Mortgage SA is linked to four major SA banks namely Absa, First National Bank, Nedbank and Standard Bank. seeff is the leader in dealing with foreign buyers. The company is linked to the Guild of Professional Estate Agents in UK and it has an exclusive relationship with Foxtons, a dynamic top UK residential property firm that specializes in sales and lettings in central London.
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