Marketing and economic highest and best use analysis of a land property and real estate object in Moscow region
In the course of the project we have used the author’s model of key success factors for a real estate object. The source data for this model was: results of a complex research of a land property’s location characteristics, information on development perspectives of the city and nearest districts, current and perspective competitive situation.
In the course of research there was collected and analyzed information on the district and microdistrict in the aspect of base marketing characteristics. As research objects we have considered: potential consumers and competitors of the planned shopping and entertainment center, transport infrastructure and prospects of its development.
The obtained information served the Customer as a basis for decision making in respect of expediency of the sopping and entertainment center construction on the chosen land property.
For execution of this project we have researched various characteristics of the city district, the land property is located in, and evaluated the development perspectives of this territory. Then we have analyzed all possible use options, detected its benefits and implications in respect of location, and have given the detailed recommendations.
In the course of research we have studied sociodemographic characteristics of the microdistrict’s inhabitants adjusted for seasonal variations, studied and analyzed competitive situation. We have also estimated potential market capacity and ascertained characteristics of demand (effective and unsatisfied) for food products, essential commodities and consumer services in the settlement.
Together with the report we have provided the Customer with motivated recommendations in respect of assortment building, development and promotion of the planned store.
In the course of research we have made observations and analysis of the key competitors, measured intensity of transport and pedestrian traffic, given a forecast concerning the restaurants popularity among representatives of target audience.
As result of research there were prepared two variants of calculation of restaurants’ potential turnover (optimistic and pessimistic), with the help of which the Customer could estimate possible profits and risks.
Within frames of this project we have collected and processed a file of secondary information on warehouse property market, development perspectives of the territory, the warehouse base is located in. We have also conducted a series of in-depth interview with experts.
As a result of executed work we have prepared a detailed review of Saint-Petersburg warehouse property market (trends, current problems, estimation of demand and supply, price characteristics), as well as detailed recommendations for strategic development of the Customer warehouse base.
In the course of research we have collected and analyzed information on location areas of land properties in the aspect of base marketing characteristics. We have also identified and described the main groups of potential consumers and estimated transport accessibility and competition level.
As a result of research the Customer obtained a full list of strengths and weaknesses of all selected building plots. There was also provided a SWOT-analysis, which allowed to make maximally informed decision of hypermarkets construction.