Case Study of Midland Property

Section Contents Page
1 Executive Summary P.3
2 Organization Background and Competitor Analysis
 Background
 Mission Statement and Organizational Values
 General Environment Analysis
 Competitors Analysis
 SWOT Analysis
 External Analysis:-Porter’s five forces model
 Financial Statement Analysis P.4-17
3 Key Issues and Problems P.17-20
4 Recommendations
 Short-term
 Long-term P.20-22
5 Implementation Plan P.22-
6 Conclusion P.
7 Appendix P.

Section 1 Executive Summary

In this field project, our study company is Midland Group. It is the chain property agency with the longest history in Hong Kong. We only focus on property agency residential services only, due to the relevant information we got from interview. We have conducted an interview with one of the CEO in Midland Group, Dr. Sidney Sze. We talked about the Midland group’s different business units from residence agencies to financial services subsidiaries. We address the local and external factors that affect the company. We found that ethical issue and CSR (corporate social responsibility) are typically important for Midland Group due to the special services they cover. We are able to apply different strategic management concepts, theories and principles that we learnt before. Such as SWOT, Porter’s five force model etc. Value Chain Analysis is not included as it is not a key factor respect to core business.

We also identified problems and issues that are key successful factors for the group. After that, we used “need analysis” to find out what recommendations are needed. To be more practical, we designed some action plans in views of different departments. These implementations may sound out-of-box but we believe that innovation is crucial for the sustainable development for the group.

Section 2 Organization Background and Competitor Analysis

Mission Statement and Organization Values
Mission statement
"Customers come first"
This shows that Midland use