Bangkok--15 Feb--PR One Network
The Emperor House, home builders company with expertise in high quality and premium segment discloses that the company aims to implement its proactive full cycle service strategy this year to further and strengthen its trust and acceptance among the target groups. The latest development in attaining that is the launch of the book called " The house of the Emperor ", a collection of houses with value of more than THB 1,000 million catering to high end market segment. The market trend for this segment is still on the rise and growth rate of 7% this year reflect a market size of more than THB 8,000 million
Mr. Suratchai Kuenghakit, the managing director of the Emperor House Ltd, the premium home builders market leader, disclose that the company's direction for 2007 is to be more proactive to primarily retain existing customer base. The company has recently embarked on hotel & high end condo interior design and decoration. The company has access to high end furniture with international standard quality from abroad. Ongoing sourcing for quality standard furniture from around the globe together with new product analysis effort have been carried out to specifically cater to target group's needs. This attempt also contributes to the creation of awareness among growing client groups. The company regularly participates in events and functions originated by the Home Builders Association. To gain full impact, the company has launched the book called " The house of the Emperor " The book is the collection of works in construction and interial designed successfully carried out by the company. It reflects the beauty, high value work in both external and internal architecture which is well equipped with unique and spectacular quality. All pictures contained in the book are taken from real 13 houses.
The company has as well strengthen its full after sales full cycle service. In 2006, the company has achieved THB 227 million turnover, THB 135 million out of which is from construction design, THB 92 from interior design. This 60:40 business ratio will be slightly changed this year as it is expected that the design work will reach THB 190 million this year.
Our marketing plan will be focusing on building trust among clients especially the collection of our past success work. The launch of the book " The House of the Emperor " is one of the effort we try to communicate with our target group. The book will serve as our ambassador to convey our message of quality to our clients. The 13-house atmosphere is detailed in nature. Bilingual (Thai-English) with high quality printing quality is packaged in a well-wrapped box. The company is convinced and confident in its second-to-none quality standard and the attempt of releasing this book to the market will create more trust on our quality home building services, add Suratchai.
Mr. Suratchai further adds that the market situation is in favor of the company's policy as it seems that customers seem to move towards the direction where they want to have they own home design and control over the detailed construction concept. The interest rate and economic environment as a whole do not much affect decision to build a home. Increase in construction material and land prices help accelerate the decision process among client group. Negative effect on decision to build a home are still the negative economic and political environment. Those who have to acquire loan to build a house may be reluctant to make a decision.
The company assesses the overall home builders market in 2007 to be growing at 7% rate, a translation into THB 8,050 million market value. Estimated market value of 2006 sales turnover was THB 7,520 million. The increasing interest among customers in customized home building is noted because of the quality and after sales service as well as financial stability of home builders companies and new players in the market. These positive factors have significantly contributed to the overall growth. The alliance among home builders companies has marked the mutual project in ready-made house market, even though the fierce competition is still noticed. All companies in this industry, thus, have to be more quality and service oriented. Other negative contributors to overall market growth are long-term interest rate instability, unclear government economic stimulation policy support, reduced growth rate in export and long term oil price trend.
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