Abstract

The thesis summarizes the theory and experience in the field of strategic management of real estate business of Dat Xanh Real Estate Joint Stock Company (DAT XANH GROUP) through analyzing the application of business strategies, the implementation of the strategies and the results obtained are shown in the reported data. The McKinsey matrix of Dat Xanh Company shows the competitiveness of enterprises on the horizontal axis and the attractiveness of the industry placed on the vertical axis. This approach not only analyzes objective factors such as sales, profits return on investment (ROI) but also provides quantitative assessments of subjective factors such as fluctuations in market share technology, employee loyalty, competitive attitudes and social needs. The McKinsey matrix is similar to the SWOT matrix in terms of analytical capabilities and both internal and external factors. This portfolio model also allows to analyze the business or product on two aspects: the value it brings to Dat Xanh Real Estate Joint Stock Company (the attractiveness of industry) and the value it brings for customers (business capacity).