“SENA” <\/strong>Adjusts Strategy to Tackle Real Estate Market<\/strong><\/span><\/p>

Launching 10 New Projects to Expand <\/strong>“<\/strong>Horizontal<\/strong>”<\/strong><\/span><\/p>

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“<\/em><\/strong>SENA” <\/em><\/strong>is setting its strategy for 2020 with the concept of <\/em>“HOW TO THINK” 5<\/em><\/strong> ideas to conquer the real estate market. This year, the company plans to launch 10 projects worth a total of 7.5 billion baht, detailing plans for joint ventures to expand its business with strong partner “Hankyu Hanshin” to penetrate the market for the first time, targeting sales of 11.5 billion baht and transfer revenues of 10.6 billion baht.<\/strong>

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Associate Professor Dr. Kesara Thanyalakphak, Deputy CEO of Sena Development Public Company Limited, revealed the business plan for 2020, preparing to launch a total of 10 new projects with a combined value of 7.5 billion baht, consisting of 6 high-rise projects and 4 horizontal projects, aiming for sales of 11.5 billion baht and revenue targets of 10.6 billion baht. This is to achieve the company's annual growth goals under the vision of  “HOW TO THINK”<\/strong>. Therefore, five main concepts have been established to drive the real estate business in 2020 as follows:<\/p>

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Think of Real Demand: Highlighting the Target Group<\/u><\/em><\/strong> to focus on Real Demand,<\/em><\/strong> emphasizing real buyers by using various data to find suitable locations, including the many new electric train networks, but selecting the right stations in areas with job opportunities and a growing population, with appropriate urban planning and not too much supply, especially in the horizontal market segment of 3-5 million baht and high-rise segment of 1-3 million baht, which remain popular price levels with good purchasing power.<\/strong>

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Re Think SENA CORE COMPETENCY IN THE PAST ONTO THE PRESENT: With over 40 years of experience, Sena has developed more than 50 horizontal projects worth over 19 billion baht. The approach to real estate development is not just about creating residential projects to meet traditional customer needs; every Sena project must be an energy-efficient home, leading to the creation of “Sena Solar Village,” the first project in Thailand to use solar energy.<\/p>

Think of SENA INNOVATION: “Innovation and technology” are key factors that Sena focuses on, continuing to drive solar business and install solar systems in every Sena project to enhance quality of life while making the world a better place. Currently, solar systems have been installed in a total of 400 homes, amounting to approximately 1,000 kilowatts.<\/p>

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Think of SENA Experience: The variable that will help enhance Sena's image to be clearer and more distinctive<\/em><\/strong> is the “MADE FROM HER” concept, which incorporates the multi-layered perspectives of women into product and service development. This year, additional focuses include 1. Emphasizing Customer Journey with differences across segments 2. Adjusting the brand portfolio to create new condo brands “SLASH,” “SENA KITH,” and new house brands “SENA VILLE,” “SENA VILLAGE,” “SENA VELA,” “SENA VIVA,” to align with each target segment, particularly focusing on GEN Y – First Jobbers 3. Designing a modern and accessible 360-degree website and application.<\/p>

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Think of Business Model: The main supporting factor for every step of Sena's growth comes from having strong partners. Hankyu Hanshin Property Corp currently has 9 projects under development over the next 3 years, and this year, Sena and Hankyu Hanshin are preparing to jointly enter the “townhome” market for the first time, including condos priced under a million and condos priced at 1-1.5 million baht, while applying the Geo fit+ concept from Japan to products and services. Additionally, a new construction company, “TK Nawakij Co., Ltd.,” has been established to manage the construction of low-rise condominiums for better cost control and efficiency in construction timelines.<\/p>

However, Sena is preparing to adapt to changes in technology and consumer behavior, which present both opportunities and crises that require adaptation to Digital Disruption. Although the overall real estate market is facing a Perfect Storm, the company's strategy, which pays attention to every detail and continuously studies new technologies and innovations to develop quality products and services for the market, combined with leading partners that help drive the company’s growth, gives confidence that the goals set for 2020 will definitely be achieved.<\/p>