P/M/397. Marketing strategies in Real Estate: Hong Kong Market

The aim of the dissertation is to study the marketing strategies of real estate development companies in Hong Kong. Background information on the Hong Kong real estate development market is presented. Theoretical problems related to marketing strategies are analysed on the basis of the literature review covering Kotlers PIMS model; competitive strategies for companies with different market roles (i.e. leaders, challengers, followers and nichers); orientation strategy, relationship strategy, pricing strategy, etc. Secondary research methods based on the study and interpretation of printed and online sources are used in combination with primary research methods (interviews). Conclusions are made about the theories that best contribute to marketing strategies.