Altitude showcases its strategy for market penetration, aiming to launch projects worth 7 billion baht over the next 3 years. The company hopes to rise to the Top 3 in the segment by announcing sustainable growth and targeting market gaps with a project development strategy that meets high demand but low supply. In 2018, they plan to launch 4 more projects under 4 brands, valued at 2 billion baht.

Altitude Development has revealed its aggressive plan for the real estate market, setting a short-term growth target of 3 years to launch projects worth 7 billion baht. The strategy focuses on identifying market gaps and developing projects in locations and formats where demand is strong but supply is limited, particularly targeting the Young Success market. They are preparing to launch 4 additional projects, totaling 2 billion baht, including luxury high-rise condominiums, affordable low-rise condos, upscale single-family homes in the city center, and innovative home offices. The company is confident that this year it will generate 1.2 billion baht in revenue, aiming for a sustainable growth trajectory and aspiring to be in the Top 3 in the luxury home segment priced at 20 million baht and home offices starting at 10 million baht.

Mr. Chayapol Hanrungrojn, Managing Director of Altitude Development Co., Ltd., a real estate developer focusing on both horizontal and vertical luxury projects in the city center, stated that the management team has devised a strategy for the company's operations, which involves developing urban residences in both horizontal and vertical formats on relatively small plots of land. As land in the city becomes increasingly scarce, this type of land is in high demand among consumers. Altitude aims to capture this market segment, which has high demand but low supply, using this market gap as a key strategy in its business operations. The company plans to develop niche luxury projects targeting young successful individuals who want to live in the city for convenience and lifestyle, reflecting their image effectively. With this strategy, we are confident that Altitude will rise to be among the Top 3 real estate companies in the luxury home segment priced at 20 million baht and home offices priced at 10 million baht and above within the next 3 years. Last year, we launched a total of 5 projects, including 1 single-family home project, Altitude Mastery, 1 home office project, Altitude Prove Kaset-Nawamin, and 3 condominium projects: Altitude Define, Altitude Samyan-Silom, and the Opportunity project, all of which received excellent customer feedback.

In 2018, we plan to launch 4 more projects valued at 2 billion baht, including 2 horizontal projects: a single-family home under the Altitude Mastery brand and a home office project, Altitude Prove Rama 9, as well as 2 condominium projects located in the Charoen Krung area and a new brand called ASA in Rojana, Ayutthaya, next to Lotus Rojana. The company aims for sales of 2 billion baht and revenue recognition of 1.2 billion baht, which will come from the transfer of projects launched last year, including Altitude Mastery, Altitude Prove Kaset-Nawamin, and 2 more condominium projects. The plan to become a Top 3 player in the luxury home segment priced at 20 million baht and home offices priced at 10 million baht and above requires careful operational planning, as we want to recognize revenue and achieve transfers every quarter, necessitating strict planning for project development, which will include both horizontal and vertical developments. Over the next 3 years, we aim to launch projects worth 7 billion baht.

Mr. Khwanchai Yingjaroenthawornchai, Executive Director of Altitude Development Co., Ltd., discussed brand creation and marketing efforts, stating that the challenge is to market the product brand and the company brand for better recognition. For product branding, we have established Brand Segmentation through project names: 1) Altitude Mastery, a brand for luxury single-family homes priced around 20-45 million baht; 2) Altitude Prove, a brand for home offices priced at around 10 million baht and above; 3) Altitude brand condominiums, which will be for luxury condos in the city; and 4) ASA brand condominiums, which will be the only product developed by Altitude as an Effortable Condo, with the first project set to launch being ASA Ayutthaya-Rojana. A clear product branding strategy will facilitate easier recognition and access for customers. In 2018, we will focus on building the brand through digital channels and penetrate all media to create awareness of the Altitude brand as much as possible, utilizing both Below the Line and Above the Line marketing strategies to promote both the company brand and product brands simultaneously.

Regarding the overall perspective of the real estate market, Mr. Khwanchai stated, "I believe that in every real estate market, there are always gaps where demand exceeds supply. If we can analyze the market clearly and create differentiation, we can grow. For instance, the suburban horizontal market still has a considerable amount of land waiting to be developed and transferred. Many projects have low costs because they are on land acquired earlier. However, new developers without accumulated land or entering the market later may face disadvantages and have to compete with many existing projects. We see opportunities for growth and look for new avenues, such as the concept of luxury homes in the city center or home offices in the city center, where new projects are scarce and there are almost no existing projects waiting to be sold. Yet, demand remains consistent. Additionally, the rising unit prices mean that projects with only a few units but with a higher project value than large suburban projects can perform well. Such smaller projects can generate sales and revenue recognition quickly, but developers need to have strong capabilities in marketing, sales, design, and quality control in construction as well."

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