The impacts of formation of owners' corporation on the property management market of home ownership scheme courts

by Tsang, Chi-wai

The aim of this study is to find out the impacts of the formation of owners'

corporation in Home Ownership Scheme (HOS) estates on the property management

market of HOS estates. The study is focus on how should the property management

companies ofI-IOS estates change their marketing strategies after the formation of the

owners' corporations in HOS estates.

The marketing mix theory has been adopted as the theoretical framework of the study.

The case study of six HOS estates is aimed to find out how the owners' corporations

of HOS estates perceive the four marketing mix of their property management

company. The study has illustrated how the owners' corporations evaluated the four

marketing mix i.e Product, Price, Distribution and Promotion of the property

management company. The product of property management in HOS estates includes

security service, cleaning service and repairs and maintenance works. For price, it

includes the management fee, manager's remuneration and staff cost. For distribution,

it includes the channels that the management company provide its services. For

promotion, it includes the promotional activities organised by the management

company to promote its corporate image.

Moreover, the study also emphasis on how the pertonnance of the property

management company on the four marketing nux related to the selection of

managt;;ment company by the owners' corporation.

Findings of this study provide the property management companies of HGS estates

with a thorough understanding on the expectations of the owners' corporations of

HOS estates on product (service), price, distribution and promotion. Based on the

findings of the study, the writer has recommended appropriate marketing strategies

with reference to the four marketing mix to increase the chance of bidding a new

contract or renew the existing contract successfully by the property management

company.