Founded in 1995, Zhang Xin and her husband, Mr. Pan Shiyi, SOHO China has become a world-class real estate development company that consistently delivered high quality projects are known for their innovative design and investment potential. Despite the huge success of the company, Zhang Xin is still looking to the future with great uncertainty. Average residential prices in China fell as the government continues to put downward pressure on housing prices through restrictions on the number of apartments resident has the right to purchase, and aggressive promotion of affordable housing in the low end of the market. Zhang Xin wonders what opportunities and threats of the market conditions present SOHO. On the sales and marketing front, SOHO China has historically been geographically concentrated only on high-quality, design projects in Shanghai and Beijing. As the market became more competitive, Zhang Xin is interesting that key strategic decisions regarding the design, financing, and sale of the company would have to do in order to maintain its competitive advantage in China.
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by Arthur I Segel, Mukti Khaire Source: Harvard Business School 27 pages. Publication Date: July 7, 2012. Prod. #: 213025-PDF-ENG
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