Seeff Properties: Marketing and strategy analysis

Résumé du document

Seeff is the premier South African property and Real Estate Company. Founded in 1964 by Geoffrey Steeff, the company has grown from a small family business to one of the leading professional property and real estate companies in SA. Today, the youngest son, Samuel Steeff is the chairman and the oldest son, Lawrence is a director of the company. This has ensured that solid family values of honesty and integrity underpin the company and is one of the reasons that Steeff has grown to be the leader in SA. The company is represented throughout SA, Zimbabwe, Mauritius, Botswana and Namibia. There are over 200 branches (offices) countrywide, projects, agricultural, commercial/industrial property and fractional ownerships which provide a huge referral network. More than 1100 agents, who specialize in their geographic area, are able to provide buyers and sellers with extensive and detailed information about properties. Each office is independently owned and operated. This allows moving with the speed of an eagle and providing buyers and sellers with excellent personal service while still being part of an umbrella organization that gives the added value of a big brand. A major advantage of the Seeff brand for these offices is access to good quality properties and new developments. Seeff is also the founder member of Mortgage SA, SA's leading mortgage Origination Company. Mortgage SA is linked to four major SA banks namely Absa, First National Bank, Nedbank and Standard Bank. Seeff is the leader in dealing with foreign buyers. The company is linked to the Guild of Professional Estate Agents in UK and it has an exclusive relationship with Foxtons, a dynamic top UK residential property firm that specializes in sales and lettings in central London.

Extraits

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[...] In this way, customers of Seeff Properties are individuals and businesses who are looking for buying or selling properties. These customers are South African, but also come from Zimbabwe, Botswana, Namibia and Mauritius. Seeff Properties competes in the segments of residential properties (houses, secured complexes, apartments, guest houses, golf estates, bed and breakfast property rentals, property development projects (new residential developments), agricultural properties in South Africa (all kinds of farms) and commercial and industrial properties. These segments show a huge range of activities of the company. [...]

[...] Seeff Properties is a well implemented company and tries to make customers trusting in its family values (honesty and integrity). Customers are satisfied of this marketing strategy. The real estate company answers their needs and their expectations Industry & competitors analysis 4.1 INDUSTRY ANALYSIS An industry analysis usually begins with a general examination of the forces influencing the organisation. The objective of such an analysis to investigate how the organisation needs to form its strategy in order to develop opportunities in its environment and protect itself against competition and other threats, Lynch (2006:94). [...]

[...] It should be a short statement of the objectives of the organization and give a sense of direction and relevance to the organization's various stakeholders. This can be seen from Seeff Properties Mission Statement: To always at in our client best interests To maintain our reputation for integrity achieved over 40 years and constantly strive to improve our professionalism in the sale and management of residential properties To improve our marketing ability and communication with our clients to ensure that personnal recommendations for friendly service and efficiency remain the core of our business To ensure that the security of our clients' property and the obligation of confidentiality as their agent remains paramount RESOURCES ANALYSIS There are three resources that could be identified from Seeff Properties: FINANCIAL RESOURCES Stock the company currently has more properties in South Africa only. [...]

[...] This increases rivalry and profits fall. - The market is slowly and Seeff properties wishes to gain dominance, which by definition, taking sales from its competitors-increasing rivalry. - In this industry, it is difficult to differentiate services, then competition is price based and I t is difficult to ensure customer loyalty COMPETITOR ANALYSIS The importance of analysing the competitors Du Plessis (2005:130) emphasised the need to understand and monitor competitors in the industry. Competitors' actions can spoil an attractive industry; their weaknesses can be targets for exploitation whilst their responses to organisation's marketing initiatives can have major impacts on their success. [...]