| Abstract [eng] |
Master exploratory work theme is “Strategic Evaluation of Real – Estate Sector”. The working purpose is to evaluate Kaunas Real - Estate Sector atractiveness, because in Kaunas there is no such kind of research. Industry atractiveness eveluation can help to make strategies for firms. In the first part of the work there is represented assessment of industry. Different authors writting articles in this theme and their suggested models of industry assessment are simillar, so in this work choosen Crowther (2008) suggested model. Using external assessment looking througth time lines. The main thing in choosen model is to evaluate Porter’s five competitive forces (entry of competitors, threat of substitutes, bargaining power of buyers and suppliers, rivalry among the existing players) to make strategic groups map and decision about industry atractiveness. In the second section the discussion is about Real-Estate Sector situation in Lithuania and abroad. Looking through Classification of economic activities in oder to define industry for analysis. So choosen industry is Kaunas city Real – Estate activities. In this city there is no such kind of research. “Dataminator” organization making researches in different industries, also in Real – Estate. This organization use interview and secondary datas methods, as doing in this work. Organization using model for industry assessment is very similar to Crowther (2008), but organizaition is painding attention to indivudual companies situation. In the third section there is represented the methodology and research organization for Kaunas Real-Estate agencies activity atractiveness evaluation, and findings of research. Datas for research getting from secondary datas and interview with Real – Estate experts. External industry indexes is getting bad from 2007 years. From five competitive forces evaluation we can see, that industry is not attractive in this time. The main industry players is UAB „Ober - Haus“, UAB „RE/MAX“, UAB „InReal“. Characteristics couples choosen for strategic groups map is rivalry degree and service package. Industry is not atractiv at the time and dont be until situation in Real – Estate come better. So it is important for agencies to differiantate their services. In the last section there are conclusions of the work. The size of the work is 59 leaves, there are represented 2 tables and 13 pictures, 13 extras. Key words: Real-Estate, industry analysis, strategy, evaluation. |
