Target segmentation for Vietnam real estate market

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Target segmentation for Vietnam real estate market

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  • 1. Prepared by Mr Luan TARGET SEGMENTATION FOR VN REAL ESTATE MARKET I. Market overviewI. Market overview  From 2009 to 2013, real estate market of VN faced a difficulty period.  Now at mid of 2014, the market has been recognized warmer but still not clear.  Some developers have just existed from the market.  The package of 30 thousand of billion dong from Gov  Suggestions from real estate enterprises and HoREA to allow to develop APT with small areas at 30-70m2 (VND500mil) II. Vietnamese buyersII. Vietnamese buyers 1. Young population 2. Population rate of increase is 1% per year 3. Wave of moving to IPs, big cities for jobs increasingly 4. Low and mid incomers at 80% of population (1st home buyers) 5. Mid and high incomers at 20% (2rd home buyers) 6. Owning or leasing 7. Front line managers and workers, free lances
2. Prepared by Mr Luan TARGET SEGMENTATION FOR VN REAL ESTATE MARKET III. Market segmentation toolIII. Market segmentation tool 1. Demographic and Geographic 2. We can focus on age, income, usage purpose and location (urban, rural). 3. => Affordable housing Age: 24 – 35 Married with children under 6 Age: 36 – 45 Married with children over 6 Age: 46 – 55 Family with independent children Age: 56 – 65 Family with no children / grant children > Value of VND 1 bil > Value of VND 3 bil > Value of VND 5 bil > Value of VND 9 bil IV. Clients’ concernIV. Clients’ concern  Quality of housing  Late handing over  Apt management  Dispute of private & common own  Parking lots