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| 研究生： |
衣瑪麗 Alvarez, Maria |
|---|---|
| 論文名稱： |
在巴拿馬的火山鎮建造永續住宅區的可行性研究 Feasibility Study on a Sustainable Residential Project in Volcan, Panama |
| 指導教授： |
蔡政憲
Tsai, Chenghsien |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2015 |
| 畢業學年度： | 103 |
| 語文別： | 英文 |
| 論文頁數： | 56 |
| 中文關鍵詞： | 永續 、綠色工程 、需求 、供給 、可行性 |
| 外文關鍵詞： | Sustainable, green construction, demand, supply, feasibility |
| 相關次數： | 點閱：41 下載：9 |
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在巴拿馬的火山鎮建造永續住宅區的可行性研究
The thesis aims to determine the feasibility of building a sustainable community in the town of Volcan, province of Chiriqui, Republic of Panama.
There is a great opportunity to be pioneers in offering an environmentally friendly residential project in Panama, and to fill the void of tenders for the medium to high range of retirement residences and second homes in the province of Chiriqui.
After conducting a demand-side analysis, I determined that there are enough people that qualify as target market for the project in terms of age and income.
From the supply-side perspective, the sustainable nature of the project represents a low to moderate over cost, which will turn into savings for the final user in the long run. After estimating costs and calculating the profit margin, I concluded that the project could be profitable.
I will pursue a niche marketing strategy, targeting environmentally concerned college educated Panamanian and foreign residents, looking for a retirement or second home in the mountains, in harmony with nature.
By conducting a sensitivity analysis, I identified that the most relevant variable for the success of the project is the ability to sell the houses at the expected price. Therefore, it is mandatory to execute an effective marketing strategy in order to reach the potential customers, project the right image, and to raise awareness about the benefits of environmentally friendly development.
Finally, I conclude that the project is feasible and profitable, as long as an adequate marketing strategy is implemented.
1. Motivation 1
2. The Project 3
2.1. Construction Site and Issues 3
2.2. Geographic Information 5
2.3. Project Features 8
2.3.1. Green Construction 8
2.3.2. Shared Areas 10
3. Demand-Side Analysis 11
3.1. The Market 11
3.2. Population Statistics 11
3.2.1. Local Demographics 11
3.2.2. Foreign Residents’ Demographics 15
4. Supply-Side Analysis 20
4.1. Development Plan 20
4.2. Construction Costs 21
4.3. Opportunity Cost of the Land 23
4.4. Administrative Costs 24
4.5. Design Costs 25
4.6. Marketing Costs 25
4.7. Cost Breakdown 25
4.8. Revenues 26
5. Feasibility Confirmation from Customer’s Side 30
5.1. Customers’ Loan Arrangements 30
6. Marketing Strategies 32
6.1. Product 32
6.2. Marketing Strategy 32
6.3. Differentiation and Positioning 32
6.4. Channels 33
6.5. Competitors 34
6.5.1. Competitors in Volcan 34
6.5.2. Competitors in Boquete 34
6.6. SWOT Analysis 35
6.6.1. Strengths 36
6.6.2. Weaknesses 38
6.6.3. Panama’s Demographic profile 38
6.6.4. Opportunities 39
6.6.5. Threats 47
7. The Team 48
7.1. The Team 48
7.2. Financing Arrangement 48
8. Risk Analysis 50
8.1. Sensitivity Analysis 50
8.2. Break-Even Analysis 53
9. Future of the Project 55
References 56
Brealey, R., Myers, S., & Allen, F. (2011). Principles of Corporate Finance (Tenth edition ed.). New York: Mc Graw Hill.
Kotler, P. & Armstrong, G. (2012). Principles of Marketing (Fourteenth edition ed.). Edinburgh Gate, Harlow: Pearson Education.
Ratha, D., Monhapatra, S. & Silwal, A. (2011). Migration and Remittances Factbook 2011 (Second Edition ed.). Washington D.C.: The World Bank.
The World Factbook 2013-14. Washington, DC: Central Intelligence Agency, 2013. Retrieved from https://www.cia.gov/library/publications/the-world-factbook/index.html
De Las Casas, R. (2011). Urbanismo Sostenible. In Camargo, M.I., Miranda, D. & Gezco. O. (Eds.), ConstruNoticias Del Caribe (Vol. 23, pp. 9-12). Barranquilla, Colombia: CamacolCaribe.
De Las Casas, R. (2011). Arquitectura Bioclimática, Sus Beneficios y Valores Agregados. In Camargo, M.I., Miranda, D. & Gezco. O. (Eds.), ConstruNoticias Del Caribe (Vol. 20, pp. 7-9). Barranquilla, Colombia: CamacolCaribe.
