In its early stage, Vanke was as opportunistic and diversified as many other Chinese companies. But it gradually sold off non-core businesses and focused on residential property development, which helped it to become one of the largest real estate developers in China. In early 2008, Vanke expected China’s residential market would experience a downturn. It faced a decision whether or not to lower the prices.
Learning Objective
1) Understand how the Chinese real estate indsutry evolves over time. 2) Understand how Vanke developed its competitive advantages through focus, customer segmentation, and services. 3) Show Vanke as a rare example of “focus” strategy implementation in China where entrepreneurs tend to favor diversification.
Keywords
General Management, Customer Focus, Focused Strategy, Real Estate, Real Estate Development, Strategy
Available Languages
English
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