Cheung Kong (Holdings) Limited: competitive strategy in the 90s.

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.iiTABLE OF CONTENTS --- p.iiiLIST OF ILLUSTRATIONS --- p.ivACKNOWLEDGEMENT --- p.vChapterChapter I. --- "THE COMPANY, ITS PRODUCTS AND ITS COMPETITORS" --- p.1Company Profile --- p.1Corporate Culture and Company Philosophy --- p.2Organization Structure --- p.3Property Development vs Property Investment --- p.4Process of Property Development --- p.5Classification of Competitors --- p.8Strengths and Weaknesses of Cheung Kong --- p.10Chapter II. --- MARKET PROFILE --- p.12The Building Industry Development --- p.12Building Types --- p.13Profit Contribution --- p.15Market Structure Characteristics --- p.17Competitive Strategy of Rival Firms --- p.19Chapter III. --- IDENTIFICATION OF THE UNSERVED MARKET NICHE --- p.20Public Housing Scenerio --- p.20Rental --- p.21HOS/PSPS --- p.22Supply and Demand of Public Housing --- p.23The Cost-Focus Approach --- p.24Consumer Profile --- p.25Objective --- p.25Sampling Method --- p.25Observation --- p.26Chapter IV. --- COST-FOCUS STRATEGY --- p.27Cost and Price Analysis --- p.27Acquisition of Land --- p.29Chapter V. --- MARKETING STRATEGY --- p.30Product Strategy --- p.30Product Differentiation --- p.30Quality --- p.31Management --- p.32Maintenance --- p.32Pricing Strategy --- p.33Markup Pricing --- p.33Reduction in Construction Cost --- p.33Incremental Pricing Strategy --- p.35Distribution Strategy --- p.35Improvement in Existing Distribution Channels --- p.36Creation of District Sales Office --- p.36Promotion Strategy --- p.37Chapter VI. --- CONCLUSION --- p.39APPENDIX --- p.41BIBLIOGRAPHY --- p.6