Contribuição do Planeamento Estratégico de Marketing para o Desenvolvimento da Oferta Imobiliária: O Caso dos Empreendimentos do Mercado Residencial da Área Metropolitana do Porto

by Chichorro, Daniel Sousa, MS

Abstract (Summary)
A proper understanding of the value creation processes in real estate and of strategic marketing planning in the development of real estate offer may be an important factor for competitive advantage and for improving sustainable and economically valid in the current adverse and highly competitive environment. This thesis, which is essentially an exploratory and descriptive research, is focused on the possibility that marketing, being a discipline to support business management and strategy, can help to identify and increase real estate product value, particularly through the practice of a strategic marketing planning process. From the literature review, and using the methodology of case study applied to enterprises in the residential market of the Porto Metropolitan Area, this research aimed to analyse how the context actors and entrepreneurs/developers interpret and give meaning to their real experiences. The main empirical results were as follows: i) entrepreneurs / developers seem to be aware of the need for a market-oriented real estate product development strategy; ii) activities of strategic marketing planning are essentially piecemeal in nature and with independent purposes, and there is no systematic and integrated approach; iii) knowledge and use of an appropriate model of strategic marketing planning seems to help a better organisation of priorities, reasoning and discourse of those involved, and iv) there are several barriers in implementing the strategic marketing planning in the context studied (e.g., confusion between marketing strategy and tactics, existence of partial interests and a “tribal” mentality on the part of those involved).
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Bibliographical Information:

Advisor:Professor Doutor Victor Manuel Domingos Tavares

School:Instituto Superior de Administração e Gestão

School Location:Portugal

Source Type:Master's Thesis

Keywords:real estate marketing, strategic marketing planning, real estate strategy, property development, Porto Metropolitan Area


Date of Publication:10/24/2011

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