Quality

Technology

Swami International will strive in to bring in the most efficient appropriate technology available in the industry. Keeping abreast with technological developments will ensure we gain and maintain a competitive advantage utilizing the latest construction techniques. Furthermore, we intend to use the most cost effective means so as to minimize our labour and also increase reliability and efficiency. The appropriateness of our technology makes it possible for the development of Paradise Estate to be done within the estimated 60 days construction time thereby reducing cost over runs.

Products

In our design of the estates, we have attempted to offer a product that will enable us to always be in demand by our customers and clients. The most important factor in developing future designs is market need. Our understanding of the needs of our target market segments shall be one of our competitive advantages. It is critical to our effort to develop the right new product. We also intend to have what we call a “core design concept” that will be the foundation of the future products. This will be establishing in time as we determine to the model presented to the market. Paradise Estate broadens its design so as to reach other segments of the market over the long time. In doing so we will strive to ensure that the product is competitive and compatible with long existing housing products in the market. Swami International in its development of Paradise Estate will take advantage of our construction experience elsewhere to bring in building model that will be appealing to all sectors of the client base in the Gambia. This approach we believe will win as many customers to the company thereby assuring us a friendly place in the mind and heart of our customers.

Fulfillment

Swami India International as part of its development ore value will design products makes healthy and comfortable lifestyle a right for every Gambian. We believe good house needn’t necessary be beyond the reach of the average Gambian. We will develop this concept further, design and development housing concepts that takes in to account the social set up of Gambian communities. Hence we intend to ensure that the housing products we produce are always of quality and standards, and are available and affordable to the various segments of Gambian society.

As we develop, we will expand the market agent base and seek to make them specialize according to the various segments served by the development. By creating competition among the agents, it also provides opportunity for the developer to better understand the needs and the demands of the growing client base. This information will be valuable for estate development throughout the country.

SWOT Analysis

We are in a highly lucrative market in a rapid growing economy. We foresee our strengths as the ability to respond quickly to what the market dictates and to provide quality housing in a growing market. In addition, through aggressive marketing and quality management we intend to become a well respected and know entity in our respective industry. Our key personnel will have a wide and thorough knowledge of the local market which will go towards greater penetration of the market. However, we are aware of our weakness as anew mentrant without a lot of experience in this market. Below are the summary of our strengths, weaknesses, opportunities and threats.

Strengths

• Affordably price housing product.

• Diversified market segments: ensuring the lack of dependency on one particular market.

• Good organization with vast experience in the housing world wide..

• A strong capital base.

• A strong marketing of the product through agents.

Opportunities

• A growing demand market in all segments of the industry.

• Positive macroeconomic environment for the sector.

• Increase purchasing power of the average Gambian

• An opportunity exists for rapid development in the sector.

Market Segmentation

As already mentioned, swami India international intend to cover all three segments of the housing market. We proportionately put more emphasizes on the middle and upper middle brackets of the housing market. We believe while all segments will grow, substantial growth will be made in these two identified segments.

Target market Segment Strategy

High-end, upper-middle and middle segment form the core of the target market for this development. Our strategy will be based on phased development and marketing of developed housing products through a commissioned marketing agent. We will concentrate more on the middle and upper middle income sector of the target market. We will be flexible in the purchasing arrangement offered to the client. We will accept macroeconomic purchase as the first option, but we will with appropriate security, allow installment payment to select client. Corporate guarantee will be preferred approach to this option. We are choosing to compete in areas that lend themselves to good local competition while providing guaranteed returns on the investment. Our strategy calls for the development and relationship with buyers. We will ensure that the needs of the buyer as a family unit are met in this development through the provision of amenities that best suit the lifestyles of growing families. Based on demand, we may provide certain high end provision and services on a pay-to-use basis. This in our thinking is fair as it caters for the lifestyles of other people outside the main stream who can and are ready to afford them.

On a wider micro economic level, we are optimistic of the housing sector in the Gambia. With the economy growing at an average annual rate of 5% the future for housing development is very good. We will maintain our current strategy but will be listening attentively to the market for input in the strategy. With over50% of the population under 15years, we see a lot of potential for housing development in the medium to the long term.

Growth in the market segment will depend on the long term expansion of the economy. All available data point to steady growth of the economy in the medium term, but like any economy, perceptions matters and it will be important for the regional outlook to stay positive for the investment community to feel confident in the Gambia. Instability in any one of the economies can have a damping effect on our own.

Swami will continue to develop housing in the Gambia as long as the market is available for the housing models that are put into the market. We will experiment with new housing model as the economy expands and the purchasing power of the Gambian grows. True house will continue to be in demand but the kind of housing that will make further investments worthwhile will be our focus. We anticipate a robust growth in the medium term and we will develop vigorous marketing of the products through the internet in the hope of widening the customer base to the Gambians 1iving overseas with stronger purchasing power. This growth in purchasing power will determine the type and sophistication of the housing models on offer in the market.

Marketing Strategy

One core element of our market strategy will be that of differentiation from our competitors. In segmenting the marketing the market, we stayed within the middle and the high end segments. In price, we intend to offer extremely reasonable prices in comparison to the competition and we need to able to sustain that. We will gradually penetrate the market through competitive pricing and keeping a close watch on the demands of the customers.

We are bringing them to Gambian market a wealth of experience from a mare developed and complex India business environment. We will gradually enter the market having researched and established what can absorb in term of offer. We will face the competition headlong by the unbeatable prices of our product. We will challenge the competition through well thought out pricing strategies that under cutting competition at every stage of the buying process. We will extend discount to our agents and they in turn can passed the offer to the customers without de-motivating the agents we will intensify promotion on the various housing model placed in the market and allow the customer to make value judgment on what is being offered compared to the competition. Price will be a buying factor, but we believe on the quality of the offer to the customer. This approach will be necessary as other competing products could be introduced in the market that could undercut the price appropriately for the quality and overhead, in addition to the costs of marketing of the products. To be competitive in the market we intend to offer discounts and favorable selling terms to the agents. This will also assist in the establishment of customer loyalty. We intend to match our income structure to the cost structure, so as to ensure that the salaries we pay to assure good workmanship is balanced by the price we charge. We will make sure that we charge for the product, agent fees and other service support without losing sight of the profit bottom line of the venture.

Sales Strategy

We intend to focus on improving our sales strategy implementation, by working on a key objectives and better coordination of market efforts. For the short term at least, the selling process will depend on market agents. They will be supported by TV advertisement and the web site notice on the internet site. Personal selling may be an option use by the agents.

As a phased project, we intend to develop the housing model that can be viewed by potential customers. Once an aggregate number of deals have been closed, the construction of the unit will take place. This approach at any given point in time allows the company a buffer against which additional construction of new units can be justified of the total 102 units to be developed at the paradise Estate, we hope to start construction proper once the first twenty units have been committed. In the sales efforts bear fruit.