To fit the business environment competitively, companies are looking to develop themselves every time more, adopting strategies, implementing new systems, looking for software to help them and planning strategically how to act in the market. However, in the real estate sector, strategic planning is not widely used or used inefficiently. Thus, this study aims to analyze the characteristics of strategic planning in real estate agencies in Brazil and propose an alternative model of strategic planning for real estate agencies. Therefore, as a methodological procedure a questionnaire was applied in real estate agencies in Brazil, aiming to verify trends that are being used to support the development of the model. It was found that in Brazil real estate agencies using the basic assumptions of strategic planning, but are vulnerable in respect to implementation of the tool and control of the results after the strategic planning. Based on the results, the alternative model of strategic planning proposed for the real estate agencies consists of three main stages: analysis, implementation and control. / Para se enquadrarem no ambiente empresarial de forma competitiva as empresas estão buscando desenvolver-se cada vez mais, adotando estratégias, implementando novos sistemas, buscando softwares para auxiliá-las e, planejando de forma estratégica como agir no mercado. No entanto, no setor das imobiliárias o planejamento estratégico não é muito utilizado ou é utilizado de forma pouco eficiente. Deste modo, este estudo tem como objetivo analisar as características sobre o planejamento estratégico nas imobiliárias no Brasil e propor um modelo alternativo de planejamento estratégico para as imobiliárias. Para tanto, como procedimento metodológico, foi aplicado um questionário em imobiliárias do Brasil, objetivando verificar tendências que estão sendo utilizadas para embasar a elaboração do modelo. Verificou-se que no Brasil as imobiliárias utilizam os pressupostos básicos do planejamento estratégico, contudo estão fragilizadas no que tange a implementação da ferramenta e controle dos resultados após o planejamento estratégico. Com base nos resultados obtidos, o modelo alternativo de planejamento estratégico proposto para as imobiliárias é constituído de três etapas principais: análise, implementação e controle.

Syftet med den här studien var att beskriva den organisationskultur som företagsledare av mäklarbyråer försöker att skapa för de anställda att verka i. Med en kvalitativ ansats samlades data in genom semistrukturerade intervjuer via telefon eller ansikte mot ansikte. Totalt nio intervjuer genomfördes efter tillämpning av ett bekvämlighetsurval. Intervjuguiden innehöll sju teman: Grunden i verksamheten; Organisationsstruktur; Organisationskultur; Lönemodell; Belöningssystem, Rekrytering och Styrutmaningar. Insamlad data transkriberades och bearbetades om till empiri. Därefter användes tematisk analys för analys av materialet. Efter moment av kodning och grupperingar skapades kategorier och slutligen tre huvudteman; Organisationsstruktur, Styrutmaningar och Organisationskultur. Resultatet indikerade att det finns en enhetlig syn på hur de rådande styrutmaningarna ska bemötas hos varje mäklarbyrå. Mäklaryrket är ett individuellt yrke som i många avseenden kan verka slitsamt och hårt. Provisionsbaserad lön utgår till mäklarna för att skapa motivation att utföra sitt jobb i linje med företagets visioner. För att hantera de risker som en provisionsmodell medför, fokuserar företagsledarna på att implementera en kultur präglad av teamkänsla och lagarbete. / The purpose of this study was to describe and discuss the business culture that business leaders are trying to create for their employees to work in. With a qualitative design was used to collect data through semistructured interviews by telephone or face to face. A total of nine interviews were conducted after application of a convenience sampling. The interview guide consisted of seven themes: The business’ foundation; Business structure; Business culture; Salary model; Reward system, Recruitment and Control challenges. The collected data was transcribed and processed into empiricism. Thereafter, thematic analysis was used for the analysis of the material. After coding and grouping the codes, categories were created and also three main themes; Business structure, Control challenges and Business culture. The result indicated that there is a mutual aspect of how the existent control challenges should be responded to in the real estate agencies. Real estate agent is a lonely occupation that in many aspects can seem tough. Commissionbased salary is given to the real estate agents to create motivation to perform in line with the company’s visions. To handle the risks that a commissionbased salary model brings, the business leaders focus on implement a culture that centralizes team spirit and teamwork.

Dagens marknad för mäklarbyråer är hårt konkurrensutsatt och domineras av stora nationella mäklarkedjor. Mindre, fristående mäklarbyråer har svårt att etablera sig och enligt Timmons mfl. överlever bara 30 procent av alla företag de fem första aktiva åren (refererad i Brundin & Johansson 2006). Detta är ett hot mot den fria konkurrensen som behövs för en välfungerande marknad där konsumenternas nytta har högsta prioritet. Studien undersöker vilka som är de framgångsrika och hållbara konkurrensfördelarna för fristående mäklarbyråer. De fyra områden vi belyser för att hitta konkurrensfördelar är:  Marknadsföring  Kundsupport och service  Bra ledning och personal  Benchmarking och konkurrenshantering Studiens resultat bygger på telefonintervjuer med åtta fristående mäklarbyråer med störst marknadsandel i Sverige. Resultatet visar att dessa är framgångsrika och hållbara konkurrensfördelar för fristående mäklarbyråer:  Noggrannhet vid utformandet av varumärket och att hålla fast vid namnet och bara göra små justeringar som byte av färg och design.  Hitta nya sätt att marknadsföra sig på och en nisch att hålla sig till.  Hitta styrkorna i den lokala förankringen eftersom närheten till kunderna har stor betydelse.  Utnyttja kostnadseffektiva metoder för att nå kunderna.  Erbjuda något extra utöver mäklartjänsten som ingen annan erbjuder eller hålla sig enbart till mäklartjänsten.  Skapa trivsel bland personalen då det avspeglas i kontakten med kunderna.  Hålla koll på konkurrenterna för att ligga steget före och inte riskera att bli omkörd.

L’objectif de cette recherche est d’étudier la coopétition dans les petites entreprises. La coopétition est un sujet de recherche depuis vingt ans maintenant. Cette stratégie fait particulièrement l’objet d’un nombre croissant de publications depuis la fin des années 2000. La coopétition apparaît dans la littérature comme une stratégie paradoxale porteuse de performances mais également de risques pour les entreprises. Ces risques peuvent réduire la performance des entreprises ou bien conduire à l’échec de cette stratégie. Un management de la coopétition apparaît donc comme primordial pour bénéficier pleinement des avantanges de cette stratégie. Cependant, la plupart des études ont été conduites dans des grandes entreprises. Nous ne savons que très peu de choses sur la coopétition dans les petites entreprises. De par la spécificité des petites entreprises d’une part, et la multiplication des stratégies de coopétition dans les petites entreprises d’autre part, la recherche sur la coopétition dans ces entreprises présente de forts enjeux théoriques et empiriques. Cette étude cherche donc à expliquer comment fonctionne la coopétition dans les petites entreprises, c’est-à-dire à décrire ses modalités, à en définir un management efficace pour gérer les risques coopétitifs et à en évaluer l’impact sur la performance. Nous mobilisons une approche qualitative et une approche quantitative pour répondre à ces questions en étudiant le cas des agences immobilières en France. Les résultats de cette étude montrent que : (1) la coopétition dans les petites entreprises obéit drastiquement à la Loi proxémique ; (2) les principes d’intégration individuelle du paradoxe coopétitif, de séparation organisationnelle et de co-management des activités communes entre coopétiteurs sont nécessaires pour manager les risques coopétitifs ; (3) la coopétition impacte positivement la performance dans un contexte de petites entreprises. Les résultats montrent tout l’intérêt de la coopétition pour les petites entreprises et contribue à la connaissance de la théorie générale de la coopétition. / The objective of this research is to study coopetition in small businesses. Coopetition is a subject of research for twenty years now. This strategy is particularly the subject of a growing number of publications since the late 2000s. Coopetition appears in the literature as a paradoxical strategy bringing performance but also risks for companies. These risks may reduce the performance of companies or lead to the failure of this strategy. A particular management of coopetition appears as crucial to fully benefit from the avantanges of this strategy. However, most studies have been conducted in large companies. We know very little about coopetition in small businesses. On the one hand, because of the specificity of small businesses, and on the other hand, the proliferation of coopetition strategies in small businesses, research on coopetition in these companies has strong theoretical and empirical issues. This study seeks to explain how coopetition works in small businesses, that is to say, to describe its modalities, to define an effective management of coopetitive risks and to assess its impact on performance. We mobilize a qualitative approach and a quantitative approach to answer to these questions by studying the case of real estate agencies in France. The results of this study show that: (1) coopetition in small businesses to drastically obeys to the Proximity Law; (2) the management principles of individual integration of coopetitive paradox, of organizational separation, and of co-management of joint activities between coopetitors are necessary to manage coopetitive risks; (3) coopetition positively impacts the performance in a context of small business. The results show the advantage for small businesses to adopt coopetition strategies and contributes to the knowledge on the general theory of coopetition.

This study focus on Sinyi Realty Inc.. According to the other researches, the brand value content 5 decisive factors: 1.brand loyalty, 2.brand awareness, 3.perceived quality, 4.brand association, 5.other exclusive assets of the brand, and I research the brand value creation on these 5 factors. This study evaluates the brand value of Sinyi Realty Inc. by Brand Asset Valuator. The purpose is to discuss 1.What brand value did Sinyi Realty Inc. create sucessfully, 2.The influence on the Real Estate Agencies of their brand value, 3. The other advices for Sinyi Realty Inc., 4.The other advices for Real Estate Agencies to creat brand value. The main conclusion of the study divides the way how Sinyi Realty Inc. created the brand value into three periods: 1. Initial stage: Grasp the market mainstream, make the variety management, and create the corporate culture¡÷Provide high quality services 2. Middle stage: Advertising marketing ¡÷ brand image establishment¡÷ brand value creation 3. Recent stage: Influence the industry developments and lead the market trend There are the following suggestions on Sinyi Realty Inc. of this research: 1. Do customer relationship management system well. 2. Improve the marketing share. 3. Make the best of the advantage of the place. 4. Build the complete brand management system.

Diploma thesis deals with methods of valuation of properties in the Slovak Republic focusing on the family house. In thesis is also described a detailed questionnaire, which is dedicated to the real estate slovak market research . Diploma thesis describes analysis of the the most common valuation methods used in Slovakia. In thesis is indicated valuation of family house situated in Žilina region using 3 methods.

This thesis deals with the processing of methodology recruitment of immovable property to real estate agency. Graphs will be processed on the basis of completed questionnaires. The best procedure for a real estate agent will be designed, how to proceed with recruitment to obtain Real property for his real estate agency.

The diploma thesis is focused on a marketing communication tools and proposing of their relevant improvements. The theoretical part delimits and describes respective theoretical thesis researched from relevant marketing literature. The practical part is focused on proposal of the marketing strategy analysis 7P, comparison of the chosen firm with its competitors and the SWOT analysis. The marketing strategy proposal introduces concrete proposals and suggestions for the chosen firm Re/max Reality Plus+.