Marketing Analysis and Housing Finance Market Analysis, Slides of Architecture

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MARKETING

ANALYSIS AND

HOUSING FINANCE

MARKET

ANALYSIS

A view process in analyzing carefully the situation in socialized housing developments to further understand the improvements and problems in housing programs.

ELEMENTS

OF MARKET

ANALYSIS

• It defines the upper limit of the total demand and

takes potential clients into consideration. Although

the market potential is rather fictitious, it offers

good values of orientation. The relation of market

volume to market potential provides information

about the chances of market growth.

• The following are examples of information

sources for determining market size:

o Government data

o Trade association data

o Financial data from major players

o Customer surveys

ELEMENTS

OF MARKET

ANALYSIS

MARKET TRENDS

• Market trends are the upward or downward movement of a market, during a period of time.
• It is more difficult to estimate if one is starting with something completely new. In this case, you will have to derive the figures from the number of potential customers, or customer segments. (target market)
• Besides information about the target market, one also needs information about one’s competitors, customers, products, etc. Lastly, you need to measure marketing effectiveness. A few techniques are: o (^) Customer analysis o (^) Choice modeling o (^) Competitor analysis o (^) Risk Analysis

o Product research

o Advertising the research

o Marketing mix modeling

o Simulated test marketing

ELEMENTS

OF MARKET

ANALYSIS

MARKET GROWTH RATE

• A simple means of forecasting the market growth rate is to extrapolate (conclude) historical data into the future. While this method may provide a first-order estimate, it does not predict important turning points.
• A better method is to study market trends and sales growth in complementary products. Such drivers serve as leading indicators that are more accurate than simply extrapolating historical data.
• Important inflection points in the market growth rate sometimes can be predicted by constructing a product diffusion curve. The shape of the curve can be estimated by studying the characteristics of the adoption rate of a similar product in the past.
• Ultimately, many markets mature and decline. Some leading indicators of a market’s decline include market saturation, the emergence of substitute products, and/or the absence of growth drivers.

ELEMENTS

OF MARKET

ANALYSIS

MARKET OPPORTUNITY

• A market opportunity for a product or a service, based on either one technology or several, fulfills the needs of a (preferably increasing) market better than the competition and better than substitution- technologies within the given environmental frame (e.g. society, politics, legislation, etc.).

ELEMENTS

OF MARKET

ANALYSIS

INDUSTRY COST STRUCTURE

• The cost structure is important for identifying key factors for success. To this end, Porter’s value chain model is useful for determining where value is added and for isolating the costs.
• The cost structure also is helpful for formulating strategies to develop a competitive advantage. For example, in some environments, the experience curve effect can be used to develop a cost advantage over competitors.

ELEMENTS

OF MARKET

ANALYSIS

DISTRIBUTION CHANNELS

Examining the following aspects of the distribution system may help with a market analysis: o (^) Existing distribution channels – can be described by how direct they are to the customer. o (^) Trends and emerging channels – new channels can offer the opportunity to develop a competitive advantage. o (^) Channel power structure – for example, in the case of a product having little brand equity, retailers have negotiating power over manufacturers and can capture more margin.

HOUSING

FINANCE

Many dream about owning their own home. However, buying a house/property in the Philippines can be quite expensive. In fact, Bangko Sentral ng Pilipinas reported that property prices increased by 1.8% in the third ( rd ) quarter of 2017. With property prices rising, it is good that one can easily file for a housing loan which allow people to fund their new home.

A housing loan is a financing facility that provides funding for the following: o (^) Acquisition of a fully developed lot o (^) Purchase of a residential house and lot, townhouse or condominium unit o (^) Construction or completion of a residential unit on a lot owned by the member o (^) Home improvement or renovation of existing residential property o (^) Refinancing of an existing housing loan/mortgage

ELIGIBILITY

CRITERIA

FOR

HOUSING

LOAN

If you intend to apply for a housing loan in the

Philippines, you must observe the following:

 You must be a resident of the Philippines.

 You must be between 21 to 65 years old upon

loan maturity.

 If you are an OFW, you must provide a special

power of attorney and possibly, your contract or

certificate of employment (COE), approved by

the POEA (Philippine Overseas Employment

Administration).

 If you are a foreigner, there are banks who may

allow you to avail of a housing loan, but you

must meet VISA requirement and would have to

submit Alien Certificate of Registration.

EVALUATION

OF

ELIGIBILITY

OF A

HOUSING

LOAN

• There are two ways you can apply for a housing loan in the Philippines: either with banks or with Pag-IBIG. Keep in mind though that you have to be a member of Pag-Ibig to apply for a home loan with them. When you apply for a housing loan, your chosen lender will evaluate your ability to pay off the amount you borrow based on the following: o (^) Income - Banks are more inclined to look into the borrower’s credit standing and income stability before granting him/her a loan. Pag-IBIG on the other hand considers how large your contribution is and the net disposable income. o (^) Age - Lenders will typically base the maximum length of term of the borrower’s housing loan on his or her age. For instance, if you’re already 45, you will not be allowed to get a 30-year Pag-IBIG loan because one is required to complete paying off the amortization before turning the age of 65. However, an exception can be made if the borrower can find a company to insure him beyond 65.

EVALUATION

OF

ELIGIBILITY

OF A

HOUSING

LOAN

o (^) Loan amount

• On average, banks allow a minimum loan of P800,000. However, this can vary depending on the location of the property you are looking into buying with projects outside Metro Manila resulting to a lesser loan amount. Pag-IBIG grants a loan amount of Php 100,000-Php 3,000,00. However, certain conditions like capacity to pay, actual need for funds, and capacity to pay allows other to make multiple loans. o (^) Credit history
• This serves as a record of responsible repayment of debts. It is created through collating data from various sources like government agencies, banks, collection agencies, and credit card companies. Banks consider it as a crucial criteria in approving your housing loan.

APPLYING

FOR A JOINT

HOUSING

LOAN

If you are married, you and your spouse can apply for a housing loan together. They will evaluate both of you according to your combined gross family income. This will allow you to borrow more. If you are single, you can also apply jointly with a co-borrower who will be equally responsible for repaying the loan. Note that you and whoever your chosen co- borrower will be would have to undergo the standard loan application evaluation process.