Due to the increased number of firms in the market, an organization may want to expand its services to a wider geographical area or enter new markets as a way of increasing its competitive advantages in the global market. Entry into new markets, however, becomes challenging for a company, especially when the new location has complex demographics, existing potential competitors, and different cultural aspects. This paper is set to analyze Emaar Properties Company’s entry into Argentina real estate industry in attempts to establish whether the business will be favored and the ways in which the company can set its business successfully.
Since the formation and incorporation of Emaar Properties in 1997, it has remained one of the leading real estate developers companies in the United Arab Emirates (UAE) (Emaar Properties). As a public joint stock business, it has successfully provided property development and management services across North America, North Africa, Middle East, Europe, and Asian market. With 60 globally known companies and six business segments, Emaar Properties has delivered high-quality services in real estate industries with Burj Khalifa (the tallest skyscraper in the world) and Dubai Mall being two of its popular and highly respected projects.
Since 1997, the company has gained global attention in the real estate industry with major and rich investors, governments, and individual private businesses seeking its services for construction contracts and property management services (Emaar Properties). Despite the decline in real estate market in the years 2009 and 2010, company’s sales increased significantly and by the year 2014, the company had over $11.4 billion real estate value (McGuire). The company has secured its global image as it continues to provide its services to many clients in both developed and developing countries (Emaar Properties). Its existence, however, is threatened by the massive entry of private and public businesses into the industry, causing stiff competition that can bring the collapse of Emaar Properties. To counter the competition, the company needs to continue with constructive strategies as it creates new markets for its services.
Argentina’s Real Estate Industry
Despite Argentina’s high inflation status, political unrest, and several economic crises, its real estate market continues to grow. In Buenos Aires, the country’s cosmopolitan city with a population of about 3 million people, there was registered about 2000 property sales per month in the year 2014 (McGuire), which was a decrease from 7000 property sales in 2010 and its historical average of 5000 sales per month. Even though many companies and individuals have interpreted this decrease as a bad omen for potential investors, real estate analysts have reported that the market has already bottomed out and it is on the rise. In particular, Buenos Aires real estate increased by 2.1 percent in 2015 (Clarke et al. 24).
The country’s cultural values and norms support investments in buildings and other properties. Furthermore, the government of Argentina allows foreigners to invest in real estate markets as long as they provide information about their taxation details, well-documented sources of the capital, and an affidavit process to establish that the money for intended investments was achieved legally. As per the end of the year 2015, the price for a complete apartment in Argentina was about $200 to $240 per square foot (Clarke et al. 22-23). This price, however, is dependent on the prestige of the building, location, and bases of residential or commercial use.
Emaar Properties SWOT Analysis
As a leading real estate market in the UAE, Emaar Properties has a great potential to succeed in the expansion of its operations in Argentina markets. Since establishment, it has been well positioned to enjoy the advantages of estates development in serving American and European expatriates, even though the global economic crisis tends to decline the real estate revenue as prices fail to stabilize in many world markets. In this section, the report carries out a SWOT analysis to determine the strengths, opportunities, weaknesses, and threats the company may face while entering the Argentina market.
The UAE government owns about 35 percent stakes in Emaar Properties, which reveals that the company has entire government support, which can facilitate its entry in Argentina. Furthermore, the government of India in collaboration with the American government has entered several building contracts. This factor is of significance since the government of India can approach the Argentina’s government through the application of tender and projects bidding with American government as one of its referees.
Emaar has developed and adopted an effective business model and it has a great expertise in developing communities in the foreign markets. Besides offering quality properties promptly, Emaar also concentrates on creating a sustainable living everywhere it stages its development strategies. Currently, the company delivered over 38000 properties in the UAE market (Smith). In addition, its business model supports the collaboration with prominent companies such as NASA Multiplex, Arabtec, and Samsung.
The company’s image is clean and acceptable for business in many parts of the globe. With examples of Burj Khalifa and Dubai Mall, no country would despise Emaar’s expertise and technology in driving its economic growth. These examples will encourage the Argentina’s government, private companies, and individuals to look for a dealership with Emaar, thus boosting its development and growth after entry into the market (Emaar Properties).