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Luận Quản trị kinh doanh:Real estate market and property consultancy in Hanoi, some strategic solutions for Vietnamese property consultancy companies
ACKNOWLEDGEMENTS....................................................................................................i
ABSTRACT...........................................................................................................................ii
TÓM TẮT.............................................................................................................................iv
TABLE OF CONTENTS......................................................................................................vi
LIST OF ABBREVIATIONS.............................................................................................viii
LIST OF TABLES................................................................................................................ix
LIST OF FIGURES ...............................................................................................................x
APPENDIX...........................................................................................................................xi
INTRODUCTION .................................................................................................................1
1. BACKGROUND ...........................................................................................................1
2. OBJECTIVES OF THE STUDY...................................................................................2
3. SIGNIFICANCE OF THE STUDY ..............................................................................3
4. SCOPE AND LIMITATIONS OF THE STUDY .........................................................4
5. METHODOLOGY ........................................................................................................4
5.1. Research Method ....................................................................................................4
5.2. Data Collection and Analysis Method ....................................................................5
6. THESIS’S LIMITATION..............................................................................................6
7. OUTLINE ......................................................................................................................6
CHAPTER 1: LITERATURE REVIEW...............................................................................8
1.1. REAL ESTATE MARKET ........................................................................................8
1.1.1. The Definition for Real Estate & Real Estate Market .........................................8
1.1.2. The Main Participants in Real Estate Market ......................................................8
1.1.3. Demand................................................................................................................9
1.1.4. Supply ..................................................................................................................9
1.1.5. The Adjustment Mechanism..............................................................................10
1.1.6. Line of Real Estate Related Business ................................................................11
1.2. THE PROPERTY CONSULTANCY ......................................................................12
1.2.1. Why Property Consultancy? ..............................................................................12
1.2.2. Traditional and Modern View............................................................................13
1.2.3. Market Maturity.................................................................................................13
1.2.4. Services Offered ................................................................................................14
1.3. ENVIRONMENTAL ANALYSIS ...........................................................................14
1.3.1. Societal (Macro-environment) Analysis............................................................15
1.3.2. Industry Analysis ...............................................................................................15
1.3.3. Internal Analysis ................................................................................................16
1.3.4. SWOT ................................................................................................................17
CHAPTER 2: HANOI REAL ESTATE MARKET............................................................18
2.1. MACRO-ENVIRONMENTAL FACTORS.............................................................18
2.1.1. Introduction........................................................................................................18
2.1.2. Political Factor:..................................................................................................18
2.1.3. Population and Life Style ..................................................................................18
2.1.4. GDP ...................................................................................................................20
2.1.5. Foreign Investment ............................................................................................20
2.1.6. Legal and Policy ................................................................................................22
2.1.7. Financial Market ................................................................................................25
2.1.8. Master Urbanization Plan ..................................................................................26
2.2. HANOI REAL ESTATE MARKET ........................................................................28
2.2.1. Residential Market.............................................................................................28
2.2.2. Serviced Apartment Market...............................................................................33
2.2.3. Office Market.....................................................................................................38
2.2.4. Retail Market .....................................................................................................42
2.2.5. Hotel&Tourism Market .....................................................................................47
2.2.6. Industrial Market................................................................................................50
CHAPTER 3: PROPERTY CONSULTANCY IN HANOI................................................53
3.1. HISTORY .................................................................................................................53
3.2. KEY SERVICES OFFERED IN HANOI ................................................................54
3.2.1. Exclusive Agency, Exclusive Right to Sell or Lease.........................................54
3.2.2. Open Brokerage/Agency....................................................................................55
3.2.3. Tenant Representation .......................................................................................56
3.2.4. Property Management........................................................................................57
3.2.5. Research.............................................................................................................59
3.2.6. Valuation............................................................................................................60
3.2.7. Investment Sales & Acquisition ........................................................................61
3.2.8. Project Development..........................................................................................61
3.2.9. Legal Services....................................................................................................62
3.2.10. Financial Services ............................................................................................63
3.2.11. Real Estate Investment.....................................................................................64
3.3. DEMAND AND KEY CONSIDERATIONS IN SELECTING CONSULTANT...65
3.3.1. Demand and Key Clients ...................................................................................65
3.3.2. Key Factors In Determining Choice of Consultant ...........................................67
3.4. CONSULTING COMPANY....................................................................................73
3.4.1. Market Share & Supplying Competence ...........................................................73
3.4.2. Company Models...............................................................................................74
3.4.3. SWOT for Vietnamese Companies....................................................................78
CONCLUSIONS AND RECOMMENDATIONS ..............................................................79
REFERENCES ....................................................................................................................87
APPENDIX A......................................................................................................................88
APPENDIX B......................................................................................................................93
INTRODUCTION
1. BACKGROUND
Hanoi is an important center of real estate industry in Vietnam and Asia as well.
Due to great potential, Hanoi real estate market is becoming a favoured destination
for domestic and foreign investment. During the end of the year 2007, real estate
market in Hanoi has recovered from a long time of freezing and showed new fever
“It is the third fever”. It is easy to see that price of all properties is rising strongly.
In order to explain the situation and give out the forecast for the upcoming years, it
is necessary to analyze the market deeply and carefully based on mix-factors.
Although, it has fluctuated strongly in the pass, Hanoi real estate market is still been
seen as a primary market. “Boom” demand and positive policies that make Hanoi
real estate market more attractive for investment, especially foreign investment.
Hanoi real estate market will continue to boom in many years upcoming that brings
great opportunities and threats. Hanoi real estate market is always a center public
discussion especially for problems such as: Shortage of supply, escalation of price,
speculation, unclearness of market, and effects of new policies…However, practical
and theoretical researches on Hanoi real estate market are few, immaterial and
unsystematic
The property consultant is an important factor of real estate market that leads or
plays the role of conductor in real estate market. Thanks to the real estate market,
property consultancy in Hanoi has become a profitable business. Today, the demand
for property consultancy in Hanoi is diversified and increasing very fast that put a
strong pressure on consultants. Key clients those who are users of real estate related
consultant services including property developers, property companies, domestic
institutional investors, international investors and larger domestic corporations. The
foreign consultancy firms with their good reputation and brand, high
professionalism that become market leaders. Foreign consultants can provider a
diversified list of services or highly specific services. Vietnamese consultancy
companies are also improving their competence to hold the market share. However,
Vietnamese consultancy companies still haven’t clear strategies that Giúp them to
win in an environment of full opportunities and challenges. So far there aren’t still
any professional researches on the subject of property consultancy in Vietnam or
Hanoi.
2. OBJECTIVES OF THE STUDY
The objectives of this thesis focus on:
For Hanoi real estate market, the general objective of the thesis is to present and
analyse key issues of market at this present time and make some forecast about the
trend of market in the near future. In order to get the general objective, the thesis
focuses on the following specific objectives:
 Analyse the effect of macro-environmental factors such as: Political,
economic, social, legal and policy.
 Analyse the characteristics of demand and supply as well as factors which
affect demand, supply and price of Hanoi real estate market at this present
time. The analyses also provide some forecast for some upcoming years,
especially for the period of 2007-2012.
For property consultancy in Hanoi, the general objective of the thesis is to present
and analyse key issues of property consultancy market and the comparison between
foreign and Vietnamese consultancy companies. In order to get the general
objective, the thesis focuses on the following specific objectives:
 Analyze the development of property consultancy in Hanoi
 Present and analyze key services which are offered in Hanoi
 Analyze the demand, key clients and customer behaviour in determining
choice of consultant.
 Analyze the market share, supplying competence and internal environment
of property consultancy companies in Hanoi
From the presentation and analyses of real estate market and property consultancy
in Hanoi, this thesis will make some strategic solutions that can apply for
Vietnamese property consultancy companies to improve their business.
3. SIGNIFICANCE OF THE STUDY
The presentation and analysis for key issues of Hanoi real estate market at this
present time and outlook for some upcoming years in this thesis will has the
following significances:
 Lay the foundation for researches on Hanoi real estate market in a
methodical, comprehensive and systematic view. This thesis will be a good
basis for further researches
 Systematize separate researches on Hanoi real estate market
 Giúp to explain some public discussions especially for problems such as:
escalation of price; the trend of supply and demand; effects of economic
growth, financial market, foreign investment and new policies.
 Giúp to provide useful and selective information for making decisions related
to the real estate business and investment as well as new policies
The presentation and analysis for key issues of property consultancy in Hanoi at this
present time in this thesis will has the following significances:
 Lay the first foundation for research on this subject
 Giúp to understand the role of consultant in real estate market
 Bring deep knowledge on property consultancy in Hanoi
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