Strategier för positionering av kontorslokaler
The report aims to examine how property owners position themselves to reach their targetmarket, and which strategies they use when positioning their product. The investigation has beencarried out mainly in the form of a case study in which a number of interviews with Stockholmreal estate companies has been conducted, focusing on commercial property market segment.The interviews have resulted in identification of common and specific strategies among thecompanies. These strategies have been analyzed in the light of the theory by Philip Kotler andKevin Lane Keller, focusing on how an offer should be designed to reach a competitive position.It can be concluded that positioning is a key activity for successfully addressing the targetmarket. Successful positioning mandates three key requirements to be met; determining thecategory to which the offer belongs, identifying similarities and differences compared to thecompetitors and developing a brand mantra. The result of the case study concludes that theproperty companies work similar in many ways. Furthermore a key prerequisite is to work withenvironment and sustainability as well as to focus on delivering on strategy execution of keepinga close relationship with the tenants. The results also show that main ways of working do notdiffer extensively between studied companies, except focusing on different target groups. Somecompanies have also indicated lack of clarity in defining their target group