Effect of Strategic planning on marketing performance of Real estates in Addis Ababa, the case of Ayat, Noah Gift and Ovid Real estates
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Date
2024-11
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Addis Ababa University
Abstract
The primary goal of this research is to explore Strategic planning elements that impact Marketing performance of Real estate companies in Addis Ababa. The study used quantitative and qualitative research methods, as well as data from primary and secondary sources.
For the study representative real estate companies are selected from Addis Ababa with binary stage. According to EIC there are 630 licensed real estate companies in the country out of which 125 are existing in Addis Ababa, of which 3 (three) are pioneer, most experienced and market leader and 1 (one) is newly joined the industry are selected.
The respondents are selected by employing purposive sample from each Real estate. Total population for the study total 125 (One Hundred Twenty Five) management staff of the 4(Four) Real estate companies each with varying number. 62 (Sixty two) sample respondents with 50% margin of error and 95% confidence interval taken proportionately from each real estate are supposed to be representative enough. However; since the population size is small, to have better informed answer 125 (One hundred twenty five) questionnaires were distributed, out of which 120 (One hundred twenty) being returned. The data is sorted, processed, calculated, and analyzed using the Statistical Package for Social Science Software (SPSS).
This study attempted to analyze the primary factors that impact the marketing performance of the sector by building a conceptual model with 4 (four) independent variables and 1 (one) dependent variable. The result indicted that all determining variable are statistically significant and affect market performance positively.
Finally, the study recommended, the importance of strategic management in the real estate sector of Addis Ababa. Companies that strategically plan their operations effectively manage costs, address affordability challenges and adapt to market dynamics are poised for sustainable growth and competitive advantage. Continuous evaluation, adaptation and innovation are essential for navigating the complexities of the real estate market and achieving long-term success.
Keywords: Strategic Planning, Marketing Performance, Cost reduction strategies, Strategic partnership, Acquisition strategy