Negotiation dynamics: Bouygues Vs Propriétés Privées

Résumé du document

To do this assignment I have chosen to take a case that I recently came across at my work. I currently work in a real-estate agency as a marketing manager. In my work, I am in charge of the marketing of the company and I am in charge of finding new partners for the company as well. For example, we must find real-estate developers who build new buildings in France, in order to sell their homes. This is an interesting negotiation case because there are several parameters to take in consideration for it. In the first part, I will present the 2 companies which are Propriétés Privées and Bouygues Immobilier. Then, I will describe the process of negotiation between the 2 companies. Propriétés Privées is a real estate agency of a new kind. Indeed, this agency does not possess a visible shop on the street, since it is present only on the Internet. The headquarter of the agency is situated at Basse-Goulaine, next to Nantes in France, but the agency is present throughout France by means of a network of agents who work for the agency from their respective homes.

Extraits

[...] Propriétés Privées Propriétés Privées a real estate agency of a new kind. Indeed, this agency does not possess visible shop window on the street, because it is present only on Internet. The headquarter of the agency is situated to Basse- Goulaine, next to Nantes in France, but the agency is present throughout France by means of agents network who work for the agency since to their respective homes. Actually, the agency has 60 agents in the main cities of France, which are Paris, Lyon, Marseille, Nantes, Angers, Perpignan, Versailles, La Roche Sur Yon, Vannes, Bergerac, Périgueux, Fontromeu, Meudon, Rennes, Saint-Etienne, Fréjus, Cluny, Saint-Brieuc, and Lille The real-estate agents are independents who have a status of sales agent. [...]

[...] We can compare our advantages to the competitors in order to show the benefits of working with Propriétés Privées. Concerning the design of the negotiation strategy it is more focus on an ethical and high pressure style. Indeed, Bouygues has to trust in Propriétés Privées in order to give it the exclusivity and Propriétés Privées has to make clear and positive statements in order to show their competitive advantages Team Work The team leader and the main speaker of the negotiation is Sylvain Casters, the CEO of the company. [...]

[...] It will be very difficult to attain these objectives. The first objective is not going to be too much difficult because the Bouygues real-estate group always needs new distributors, but it will be very difficult to obtain the exclusivity of a building in Nantes, because there are lots of competitors. The objectives of Bouygues real-estate are to find a new partner in the area of Nantes and to keep the high commission as possible Information The balance of power is for the group Bouygues because it is a very big company, they are present all over the world, and they have worked on huge projects. [...]

[...] A partnership has been created between the 2 companies. Propriétés Privées is now able to sell the flats of Bouygues. Concerning the exclusivity of a building, Bouygues has not conceded, but we have the exclusivity of 10 flats on the building. Finally, the last point of the negotiation concerning the rate of commissions has brought out a decrease of the commission of so the commission of Bouygues is now for Propriétés Privées. [...]

[...] The main issues of this negotiation are based on the exclusivity that Propriétés Privées wants. It is the main fact that will be discussed during this negotiation Concessions In order to find a good issue to this negotiation, the company Propriétés Privées is going to do several concessions. First of all, Propriétés Privées will pledge to work only with the Bouygues real-estate group, they are not going to work with others real-estate developers. This is an important concession because there are lots of competitors in this market (Nexity, Capri, Vinci Another concession that Propriétés Privées can do is the fact of not discussing the commission of Bouygues Real-estate. [...]