Marketing

Topics: Strategic management, Management, Marketing Pages: 14 (4201 words) Published: June 18, 2013
Marketing|
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Marketing report|

Module CodeHK60 56216
Module TitleMarketing

Module Tutor: Ms. Sarah Fraser
Date of Submission:22 May 2013
Total word count: 3,870
Marketing plan

a. SWOT analysis
Executive summary
Jones Lang LaSalle (NYSE:JLL) is a professional services firm which is specialized in real estate. Our expert teams deliver integrated services worldwide. We are to seeking to increase property value for owners, occupants or investors in real estate. The firm reaches the global revenue of more than $2.9 billion in year 2010, Jones Lang LaSalle serves clients in 70 countries from more than 1,000 locations worldwide, including 200 corporate offices.

With a wealth of practical experience and in-depth industrial knowledge brought together over the past 30 years in Greater China, Jones Lang LaSalle’s Real Estate Academy School of Property and Asset Management, has been established to offer premium property management training services to companies or invited groups in the region who are interested to further develop their skills in property and asset management. As a marketing executive in JLL, I am requested to produce a complete marketing plan for the board of the directors to promote our training services to our clients in Greater China. Before kicking-off, I will analyze the current internal and external situation by using SWOT analysis and PESTLE analysis.

Strengths
An experienced team combines with professional trainers and Subject Matter Experts (SMEs) in the Academy training department are our most valuable assets. Moreover, we have four fully equipped training centres which are located in Hong Kong, Guangzhou, Shanghai and Beijing. Participants are easy to assess any training locations which are the most convenient for them. JLL has very good reputation with all courses are designed to cater our client’s needs and wants. All the courses are developed to equip you and your team to grasp the knowledge on various types of property management skill, such as super tall buildings, green buildings, townships, shopping centres, specialty developments, bar street/walking street and serviced apartments. JLL has been entering to the Asia Pacific more than 50 years. It has over 20,800 employees operating in 77 offices spreading in 13 countries across the region. In Greater China, the firm has been hiring 1,300 professionals as well as 10,000 onsite staff, providing quality real estate advice and services in the areas of retail, residential, commercial, management services, project and development services and research. Our training courses have been qualified by Hong Kong Council for Accreditation of Academic and Vocational Qualifications (HKCAAVQ) which equals to the diploma courses organized by Hong Kong University.

Weakness
Most of trainers and SMEs are recruited locally, their insufficient mandarin could be a problem while giving training courses to customers in Mainland China. Our training materials might not as updated as it needed to be due to the constant changing safety regulation in property management.

Opportunities
With more and more property developers, landlords and occupants in Mainland China realize that quality property management service not only keeps the value of the property, but also increases the value ultimately. Commercial Building District (CBD) office occupancy rose by 20.3% and CBD white collar employment increased by 15%, or 200,000 jobs in Mainland China. Big population reaches 13 billion and they need places to live and work as well as to recreate. Where there are buildings, property manage service is needed. There will be training serviced requested. Many extremely tall commercial buildings are built or under planning in many cities of Mainland China. They don’t have relevant experience in managing those buildings. There are no proper training courses offered in China while the demanding is really high at the moment. Many China...

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