Análise das forças macroambientais e os agentes microambientais nos mercados internacionais: Caso do mercado residencial da Costa Rica
14ª Conferência Internacional da LARES
There is not real estate company immune to environmental threats. Market saturation, general demand decline, competitive pressures and obsolescence in the products are some of the situations that may lead companies to review their products and marketing strategies. For these reasons, market development in international latitudes presents itself as an option for real estate companies who wish for an established standard in their profit and growth objectives, taking advantage of the opening up of
... f the opening up of international markets and favorable conditions, such as: urban planning policies, release of tax rates and demographic changes. It creates the need for assessing these foreign markets in order to validate them as a possible object of action. The aim of this work is to demonstrate the macro-environmental forces and micro-environmental agents in international residential real estate markets that influence the performance of companies. We analyzed the main economic, legal-political and socio-cultural conjunctures of Costa Rica that influence its residential market; along with the characteristics of said market, such as: maximum demand, credit lines, competitive action among others, in order to distinguish the opportunities and threats for foreign firms due to these exogenous elements. Environmental analysis concluded that international markets such as Costa Rica's present economic situations could represent a risk for the development of business in real estate, but on the other hand, the legal-political conjunctures would give advantages to companies with experience in high-density housing projects and socio-cultural conditions would provide valuable human resource. It was also clear that the micro-environmental agents, such as market size, the financial system and the role of local competition define how attractive is this market to companies looking to internationalize their activities.