TENANT'S CHOICE OF OFFICE LOCATION: A CASE STUDY OF SUNTEC CITY
CHONG WAI LEONG
CHONG WAI LEONG
Citations
Altmetric:
Alternative Title
Abstract
In today's modern world, it has been observed that branding has become an increasingly
important tool to market a product. In the beverage industry, everybody knows the Coke
brand just by its color and writing motifs. In the food industry, McDonalds has made so
much effort in their branding efforts that the golden double arch sign is immediately
recognized in at least any of the 119 countries it currently operates in. In the automotive
industry, the three-pronged star of the Mercedes Benz is the symbol of luxury, and
achievement.
It comes to a point which the brand's name may even become even more important that
the product itself. The idea and the recognition of a brand may reach a level when a
target audience will immediately trust the brand's product based on its reputation which
precedes the quality of the product itself. Ultimately, brands are all about trust which
you can instill into consumers.
With the constantly changing business environment, property developments need to
continuously examine the way they operate in order to stay ahead of their competition.
Tenants themselves are always looking for that extra boost which can propel them
ahead of their competition. The business infrastructure which are available to them may
at times determine how much an edge they have over their competitors. This in turn
determines their choice of office space.
This research was conducted to determine what attracts office tenants into selecting a
particular office development to base their business. From this, a few important factors that attract office tenants to a particular development was dicovered. Among these are
level of customer service which includes having a friendly and approachable landlord,
having a quality property and facilities management team in a development, and having
a reasonable service charge.
Another important factor that plays a big part is brand awareness. The level of
recognition of the development on a local and international front ranks quite highly to
office tenants and this is especially true for multinational and foreign companies.
Throughout this whole research, Suntec City was used as a case study because of its
diverse office tenant mix comprising of local, foreign and multinational companies.
Keywords
Source Title
Publisher
Series/Report No.
Collections
Rights
Date
2004
DOI
Type
Thesis