by Mok Wai Chung, David and Dai Yat Hang, Alice. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaf 66. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.iv / ACKNOWLEDGEMENT --- p.v / Chapter / Chapter I. --- "THE COMPANY, ITS PRODUCTS AND ITS COMPETITORS" --- p.1 / Company Profile --- p.1 / Corporate Culture and Company Philosophy --- p.2 / Organization Structure --- p.3 / Property Development vs Property Investment --- p.4 / Process of Property Development --- p.5 / Classification of Competitors --- p.8 / Strengths and Weaknesses of Cheung Kong --- p.10 / Chapter II. --- MARKET PROFILE --- p.12 / The Building Industry Development --- p.12 / Building Types --- p.13 / Profit Contribution --- p.15 / Market Structure Characteristics --- p.17 / Competitive Strategy of Rival Firms --- p.19 / Chapter III. --- IDENTIFICATION OF THE UNSERVED MARKET NICHE --- p.20 / Public Housing Scenerio --- p.20 / Rental --- p.21 / HOS/PSPS --- p.22 / Supply and Demand of Public Housing --- p.23 / The Cost-Focus Approach --- p.24 / Consumer Profile --- p.25 / Objective --- p.25 / Sampling Method --- p.25 / Observation --- p.26 / Chapter IV. --- COST-FOCUS STRATEGY --- p.27 / Cost and Price Analysis --- p.27 / Acquisition of Land --- p.29 / Chapter V. --- MARKETING STRATEGY --- p.30 / Product Strategy --- p.30 / Product Differentiation --- p.30 / Quality --- p.31 / Management --- p.32 / Maintenance --- p.32 / Pricing Strategy --- p.33 / Markup Pricing --- p.33 / Reduction in Construction Cost --- p.33 / Incremental Pricing Strategy --- p.35 / Distribution Strategy --- p.35 / Improvement in Existing Distribution Channels --- p.36 / Creation of District Sales Office --- p.36 / Promotion Strategy --- p.37 / Chapter VI. --- CONCLUSION --- p.39 / APPENDIX --- p.41 / BIBLIOGRAPHY --- p.66
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318700 |
| Date | January 1991 |
| Contributors | Mok, David Wai Chung., Dai, Alice Yat Hang., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, v, 66 leaves : ill. ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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