OVERVIEW OF THE CASE
Globe Asiatique (GA), also known as Globe Asiatique Realty Holdings Corporation, is known for its market-oriented and service oriented quality homes at affordable prices. Through its marketing strategy, GA became one of the most well-known housing developers in the Philippines. According to the founder Mr Delfin Lee, it was named as Globe Asiatique “because we want to be global in thinking and standards of quality, at the same time we're excited about being Asian," aside from that GA is a privately-held real estate company and it’s notable projects include the GA Twin Towers, The Enclave, and Xevera Bacolor and Xevera Mabalacat. The housing business has been basically a family affair. Son and heir Dexter is the vice president for finance and executive vice president, while daughter Divine is the vice president for international sales and marketing. GA is really a business, established by Mr Delfin Lee for the benefit of his family.
Globe Asiatique (GA) was established in November 22, 1994 with its founder, developer, and CEO Delfin Lee who first entered the real estate business in 1992. GA’s first project was the Santa Barbara Villas I in San Mateo, Rizal in 1994. The subdivision project was a socialized housing project, which initially targeted the generations of employees who worked for his parents’ and grandparents’ lumberyard business in Sampaloc, Manila. Eventually, the P150, 000-worth two-room units became affordable through homebuyers’ access to a Pag-IBIG loan.
In 1997-1998, GA battled with financial crisis when the Asian Financial Crisis hit the Philippines. Nonetheless in 2000, GA continued with its socialized housing projects and set-up the Santa Barbara Villas II, which targeted the police force, soldiers, and teachers as clients. It then moved on to target other buyers like OFW’s and office-workers who can afford to pay P750, 000 for a condo unit in Metro Manila. Then in 2002, GA partnered with Malaysian partners and created Filmal Realty Corporation, which developed another community with units less than P1 million.
In 2003, the GA Tower Condominium I was built along EDSA. Two years after, in 2005, the second condominium was constructed. These two condominium towers are known as The GA Twin Towers. It has amenities like swimming pool, gym, spa, and several fast-food establishments. Each tower has 30 floors with 600 regular units. Each floor also has 24 loft-type units, while the two uppermost floors contain penthouse units. In the same year of 2003, the community and townships development was made with Saint Monique Valais in Rizal and with Chateau Valenzuela in Valenzuela, Valenzuela City. Saint Monique Valais houses the Le Clole du St. Monique, the most distinguished school within Binangonan, Rizal. On the other hand, Chateau Valenzuela is a five-star condominium project inspired by European culture. It has a total of 18 buildings with each building named after a famous European landmark. Through its continuous innovations and improvements of quality homes, GA was awarded the Leading Developer during the Kabalikat sa Pabahay Awards in the same year.
In 2005, Casa Ibiza in Antipolo and Golden City Business Park in Bulacan was set. Casa Ibiza is a Mexican inspired island resort getaway in Barangay Dalig II, Antipolo, while Golden City Business Park is an industrial site in Wakas, Bocaue, Bulacan. Recognition was awarded to GA and earned itself the Marketing Award for GA Towers.
In 2006, GA launched The Enclave in Angeles, Pampanga. The project is an American inspired housing project featuring nine modern style homes namely, Van Der Rohe, Koolhaas, Gehry, Breuer, Mayne, Holl, Aalto, Ungers and Meier wherein each house is equipped with a home security system, another innovation I think that will improve the housing develepoer industry
In 2007, GA Sky Suites was launched and is due to be turned over to homebuyers in April 2012. The GA Sky Suites is a vertical housing...
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