Abstract The development of economic improves the requirement of the high quality of life, and the focus of housing marketing have turned from the amount issues to the quality issues. Thus, the markets of luxury houses were due to be born. Filled with mansions, the New Civic Center of Taichung has become a arena of the building companies. In addition to the real estate boom, whether the sales of the cases of luxury houses could reach the targets is depend importantly on how much the building company grasps the market demand. Therefore, to target customers through accurate market positioning is a prerequisite for product sales, and the use of STP marketing is exactly a key management tool. Based on the background and motivation, there are five objectives of the research, including: (1) understanding the concept of real estates; (2) understanding the concept of luxury houses; (3) understanding the theoretical basis of STP; (4) exploring the development of luxury house markets in Taichung; and (5) using STP to develop the marketing strategy of the luxury house cases for Longbao Building. This research adopts the method of Secondary Data Collection and uses the case study of single-case design and single-analzing unit. It concludes four summaries in the study: 1. There are three types of segment variables in Taichung luxury house market: (1) geographic variables ¡V regional distribution; (2) demographic variables ¡V family income, occupation, and family structure; (3) buying behavior variables ¡V product purpose, product characteristics preference, and brand image. 2. Six market segments are deduced in Taichung luxury house market. 3. Based on the SWOT analysis of Longbao, this study regards the six market segments as the target luxury house market in Taichung. 4. The main target market of Longbao Building in Taichung luxury house marketare are "Segments C" and "Segments E", which use the existing cases as product positioning and high prices as pricing policy. In addition, the direct access model by the building company is adopted. The demand was good and for the promotion of environmental quality, quality of community culture, a strong facility of life, complete major construction, transport facilities, closing the political, economic, social and other locations.

This report is a part of a larger project with the aim of developing a proof-of-concept prototype. The project was started on the initiative of Company X and is a collaboration between them and the University of Borås. Company X are a logistics consultant firm specialized in warehousing operations. Through this project Company X hope to strengthen their standing on the market and offer their customers new and innovative solutions. The purpose of this project is to, with the assistance of AI, calculate in what cluster within a warehouse a product should be placed in order to create more efficient picking routes and to research the market in order to evaluate the business potential for this kind of service. This specific report aims to conduct a market analysis for the potential service. It will do so by conducting interviews and creating a theoretical framework consisting of relevant literature. When performing the market research and analysis of the potential IT-service there are a few limitations caused by a number of factors that could potentially affect the significance of the end result. The service is not yet developed and cannot be described in detail but only as an idea, which could make it difficult for the interview respondents to fully understand the service. The report will also be limited for certain practical reasons such as the Covid-19 pandemic. Because of this, the report has not had the opportunity to conduct the interviews with potential customers on site but have been conducted online, via link. The theoretical framework has two different main focus areas. The first area addresses basic warehouse logistics and difficulties in selling high technology products, while the second area includes marketing strategies and strategic marketing planning. The market analysis will consist of a SWOT-analysis and an STP-analysis. The report has concluded that the service has potential and suggests that company type B is the best suited potential customer. Personal and demand driven sales are also considered helpful factors when selling high-tech products and solutions. / Detta arbete är en del av ett större projekt med syftet att utveckla en proof-of-concept prototyp. Projektet, som är ett samarbete mellan ”Företag X” och Högskolan i Borås, startades på initiativ av Företag X. Företaget är specialiserat på logistiklösningar och lagerverksamhet. Förhoppningen med projektet från Företag X perspektiv är att stärka sin marknadsposition och kunna erbjuda sina kunder nya och innovativa lösningar. Projektets syfte är med hjälp av AI beräkna i vilket kluster inom ett lager en produkt ska placeras för att skapa effektivare plockrundor samt att undersöka marknaden för att kunna utvärdera affärspotentialen för denna typ av tjänst. Detta arbete syftar till att genomföra en marknadsanalys för den potentiella tjänsten som underlag för forskningsprojektet. Marknadsanalysen baseras på kvalitativa intervjuer med personer utvalda genom ett experturval samt ett teoretiskt ramverk. Marknadsanalysen har vissa begränsningar som potentiellt kan påverka resultatet. Bland annat det faktum att tjänsten inte är utvecklad än och därför bara kan beskrivas som idé vilket kan bidra till svårigheter för intervjurespondenterna att förstå tjänsten fullt ut. Även Covid-19 pandemin anses vara en begränsning rent praktiskt då intervjuerna inte har kunnat ske på plats utan har fått ske digitalt istället. Det teoretiska ramverket har två huvudfokus, det ena berör lagerlogistik och svårigheter med att sälja högteknologiska produkter medan det andra behandlar marknadsföringsstrategier och strategisk marknadsplanering. Marknadsanalysen består av en SWOT-analys och en STP-analys. Arbetet har kommit fram till att tjänsten har potential och föreslår företagstyp B som den mest optimala kunden att rikta försäljning av denna typ av tjänster mot. Personlig och efterfrågestyrd försäljning anses vara viktiga aspekter av försäljning av högteknologiska produkter och tjänster.