Samenvatting

Spain is a country which at the moment has several economic problems. Therefore, the Spanish Government is offering non-European citizens the possibility of receiving Spanish residential visa when investing more than 500.000 € in real-estate.
The purpose of this paper is to help Casamona, a young Spanish real estate agency, to export its services to Russia by researching the feasibility of exporting to Russia and what the most efficient marketing strategies are. However, entering a new market is risky and costly, hence Casamona asked for professional advice.
Dr Veldman’s book: ‘Export Management – A European Perspective’ has been used as a guide. This offers step by step information about how to export products/services, strategies on how to do so and how to produce a professional export plan.
Throughout the report, a series of questions have been answered offering a clear, practical export plan for the company to implement. This has been done through an internal analysis of Casamona, an external analysis of their main competitors and the country due to receive the export, a series of financial projections all ending in conclusions and some recommendations.
Casamona has a portfolio of more than 400 properties; all properties have special and unique features and are located in the most desirable areas in Barcelona. For its property portfolio, Casamona relies heavily on private owners and partners.
Casamona’s typical customer is male, between 30 and 65 years old; he has a high-income and is a businessman belonging to the cosmopolitan world. Casamona wants to offer its customers a luxurious, exclusive product and a good cost-benefit ratio through a pleasant and professional purchase experience.
A clear competition analysis revealed that Casamona has an advantage in terms of location, quality of its services and price. Nonetheless, Casamona can hardly compete with the multinational real-estate agencies like Engel & Völkers or Sotheby’s International which have high-brand awareness.
Casamona’s financial situation indicates that the company will be able to enter the Russian market by opening a walk-in office in Moscow. However, a web promotion or partnership with a Russian company would be a more effective and advantageous alternative for Casamona.