SENA unveils its vision for 2019 with the concept 'small is BIG', emphasizing the brand concept 'MADE FROM HER 2019'. The company aims for significant organizational growth by partnering with leading firms both domestically and internationally, focusing on horizontal and vertical development to expand its customer base in foreign markets and penetrate provincial markets. The plan includes launching 22 new projects worth over 24 billion baht, targeting sales of 19 billion baht and transfers reaching over 8 billion baht, setting a new high record in three years.

Associate Professor Dr. Kesara Thanyalakphak, Deputy CEO of Sena Development Public Company Limited, stated that the overall business outlook for 2019 is still positive, although growth may not be as high as in 2018. The company expects a growth rate of 4 - 4.3%, acknowledging that the market this year may not be as favorable as anticipated. Consumer purchasing power is likely to decrease due to increased constraints on housing purchases, influenced by negative factors such as interest rate trends. Regardless of the interest rate situation, it complicates home buying for consumers. Additionally, the global economy has yet to recover fully, and the Bank of Thailand is adjusting the loan-to-value (LTV) ratio, which will take effect on April 1. Furthermore, the land and building tax law will come into effect on January 1, 2020. On the positive side, government projects are continuously accelerating investments, particularly the Eastern Economic Corridor (EEC) development project, which will enhance Thailand's industrial sector and attract more private and foreign investments in the EEC area.

For its business plan and strategy in 2019, SENA is ready to drive and create robust growth across all aspects. This year, the company is committed to achieving its goals through the perspective of the concept 'small is BIG', which includes:

  1. Continuing to drive projects throughout 2019 in Bangkok and provincial areas within the EEC, totaling 22 projects worth over 24 billion baht, comprising 7 high-rise projects in Bangkok and 7 horizontal projects, along with 8 horizontal projects in provincial areas and the EEC, targeting sales of 19.639 billion baht and revenue of 8.278 billion baht.
  2. Joint ventures with Japanese business partners for ongoing project development. The residential project group will see new projects from a partnership with Hankyu Hanshin Properties Corp, totaling no less than 7 projects valued at approximately 16.6 billion baht.
  3. Aggressively targeting the horizontal market to reach real demand customers in provincial areas within the EEC. In line with its 2019 policy, SENA plans to increase project development in provincial areas, collaborating with Prow Vanit Company to focus on horizontal project development targeting real demand markets in provinces and the EEC, such as Chonburi, Saraburi (Khao Yai), Lopburi, and Udon Thani, under the name Sena Vanit Development Co., Ltd. with a registered capital of 600 million baht.
  4. Seriously entering the international market. SENA collaborates with professional partners 'Acute Realty', a real estate agency, to market SENA projects both domestically and internationally, including in China, Malaysia, Vietnam, Singapore, Cambodia, and Japan.
  5. Reinforcing the corporate campaign 'MADE FROM HER 2019': We strive to think and develop housing that meets customer needs as much as possible, consisting of 2S and 2C: 1.S = HER self (self-confidence is the starting point of everything) 2.S = HER Security (not just safe but also trustworthy) 3.C = HER Comfort (with 24 hours in a day, if we spend almost all our time working and commuting, it is our duty to make every second of relaxation excellent) 4.C = HER Circle (more than just living, it's about sharing happiness). In 2019, SENA continues the Made From Her campaign to reinforce its commitment to developing housing and services that meet current consumer needs.
  6. Enhancing technology and innovation for comprehensive housing solutions. This year, SENA will develop a new feature application 'SENA 360', providing a complete service in one app, focusing on 360-degree service and sales, elevating the service standards of property management (Victory Property Management) to international and hotel standards, and providing repair services through Sena We Care, along with professional management of buying, selling, and renting services through Acute Realty.

2019 is another year filled with challenging tasks and obstacles, but with the company's strategy that pays attention to every detail, studying new technologies and innovations, and continuously developing quality products and services for the market, along with leading partners contributing to the company's growth, SENA is confident that it will achieve its set goals.

www.sena.co.th