Metodo para el diseño de estrategias de posicionamiento para el desarrollo de suelo y vivienda

Abstract

In the context of rapid urban expansion, as well as an increased growth and competition in the land development and construction industry; the earned value granted by differentiating attributes in projects is decisive for the brand positioning of a company and its competitive advantage. This study presents a method of designing positioning strategies for the land and housing developer. The objective is to outline initiatives that guarantee competitive advantage and that are recognized and appreciated by the clients, through innovative strategies and processes that increase the value of the attributes of the end product and that result in a sustained growth for the land development practices. The method included the review of the universe of attributes that housing and land developers consider important, their classification into attributes of "corporate identity" and "technical quality" to weight them through the valuation given by experts, competitors and clients; in order to determinate the degree of implementation based on its assessment by the experts, estimated cost and feasibility of implementation.