CBRE GROUP INC 1

Student’s Name
Instructor name
Department
Date
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CBRE: GLOBAL COMMERCIAL REAL

ESTATE SERVICES
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TABLE OF CONTENTS
Executive Summary...................................................................................................................................3

CBRE..........................................................................................................................................................3

PESTEL Analysis of CBRE Group..........................................................................................................4

SWOT Analysis of CBRE.........................................................................................................................7

3. Smart Marketing Objectives (CBRE)................................................................................................11

4. STP Marketing Strategy.....................................................................................................................12

**5. Marketing Mix ...................................................................................................................................14

**

**6. Implementation Plan ..........................................................................................................................16

**

**7. Budget .................................................................................................................................................17

**

**8. Evaluation and Control .....................................................................................................................18

**

**9. Conclusion ..........................................................................................................................................19

**

References................................................................................................................................................20
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1. Executive Summary
CBRE is a globalized leading company in the real estate sector that is innovative in nature and follows the
principles of honoring the values and focusing on the client’s satisfaction. The core strength of the
company is its acknowledgment of the importance and crucial role of ethical values in its
operational fundamentals. CBRE perceives that values are the ground to establish a strong
structure and frame of a durable operations strategic plan(Newell, 2023). Assessing the current
tendencies and demands of the time is also a core competency of the CBRE to sustain its status
among its competitors in the current global market.

CBRE
CBRE is a global real estate company that has its branches in 100 countries and is supposed to be
a leading and multi-dynamic company that has a significant status among its competitors. The
innovation in its dimensions stands it out to a world of modern adventures in finding the new
horizons of the planet.The strength of the company is based on the core values and ethics
focusing the customer satisfaction and appreciation by earning credibility and reliability through
its functional strategies(Pasupuleti, 2023).The vision and mission of the company, are founded
on the acknowledgment of honoring the values in its operations sustaining the core integrity,
customer satisfaction, the essentiality of teamwork to achieve the targeted goals for long-term
business plans, to enhance its credibility and to strengthen its parameters to sustain itself in the
market competition. All these defined patterns are identified for coping the future challenges.
CBRE has a vision to approach the maximum space of the planet to introduce very smart and
efficient ideas to an innovative and modern lifestyle. The modern modes, supposed to be a model
for advanced researchers and seekers, CBRE is the only option for them to find out in the
recently available resources (Thi, 2023). CBRE has a defined system of self-analysis, audit, and
evaluation processes to stand out for its excellence in meeting the needs of its customers. CBRE
remains engaged in finding the most advanced ideas and solutions to the existing challenges
faced by the real estate industry at this time (Aalderink, 2023). CBRE also believes in the values
and honors provided to teams and its integrity. CBRE engages the professionals and skill force
and enhances their professional up-gradation and training to explore new dimensions for the real
estate sector. It emphasizes over strengthening of the team, to encourage its integrity in managing
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the smooth patterns for maintaining the internal environment better enough for paving a strong
mutual communication, cooperation, and coordination.

CBRE is prone to collaborate with other contemporary organizations to develop a pleasing and
encouraging environment for an accumulative working environment to increase productivity and
significant development in the concerned sector of society. This is aimed to produce a high class
of professionals and skilled workers to upgrade their professional and technical domain to meet
the current challenges and of the future as well.

2. PESTEL Analysis of CBRE Group

The technical analysis for a business to sustain its integrity in a competition is necessary to be
carried out at regular intervals or the eventual spans. PESTEL analysis is done to look around the
external environment of the business entity to find out the potential factors affecting the
operations, imagination, and integral components of the business to stand out all along its course
of operation. This analysis reveals the facts and identifies the opportunities available at a specific
time for its effectiveness (Gärtner, 2023).

In any business, many external factors play their crucial role in sustaining the circumstances, and
situations favorable to the growth and development of the specific business. The external factors
ensure the provision to operate a business on very credible grounds which ensures its strategy of
long-term plans execution. The PESTEL analysis drives the business to adopt some new and
necessary patterns to be accommodated in its surrounding environment accordingly.

Political Stability

The government of the state is a catering agency of establishment, growth, and prospering the
CBRE Group expansion strategic plan. In the recent era, right after the advent of information
technology, the global odes have drifted into a new one in which people’s tendencies and trends
define the patterns for businesses to adopt in specific patterns. CBRE Group was established to
lead the advanced dynamics of the modern world. It’s highly oriented to advancement and
development with the help of research and advancement in the field of science and technology.
So, awareness of the modern and smart mode of life is highly encouraged nowadays. This drive
is carried out by the CBRE Group making the new records in the real estate sector. it has a
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defined framework that is focused and oriented to satisfy the customer demands and to value the
worth and integrity of its clients. Ethical values are the core concern of this group that enabled it
to be ranked at the top among all of its competitors. But, the crucial factor behind its success to
operate successfully is the government's writ and sustainability to guarantee, secure and
sustainable opportunities for its prosperity and development. CBRE also provides friendly and
comfortable grounds for its optimum operations in the real estate industry. The government can
also monitor, and evaluate the best possible options available for the CBRE to expand to certain
limits (Nethercote, 2022).

CBRE can make many trade-based agreements and memorandums to collaborate with other
national and international business organizations to make more profitable ties between the
organizations and countries or states of the globe. Through PESTEL Analysis, many other
dynamics can be explored by the collaboration with the concerned government to identify the
ground realities in a specific area or region managing the moderate pricing strategies and interest
rates as well.

The government can also help CBRE to publicize the projects and endeavors made by it to
contribute to improving the overall lifestyle better enough for the community. CBRE through
PESTEL Analysis can mark the most relevant and attainable corners to target for their
development and progressive objectives.

Social Influence

CBRE has very clear intentions to attract the majority of the social sectors comprising of the
young population of the society. It can provide many professional opportunities for young
professionals and skilled workers. It can provide job and work opportunities. In this way, CBRE
can help the government to reduce joblessness in the state, and in the long term, it could be very
helpful in improving and supporting the economic conditions of the state. CBRE can guide by
providing maps and layouts for the modern approaches for establishing the residential and
commercial infrastructure of the country. This would help the customers to live a healthy and
comfortable life with better life standards (Bazerbashi, 2023).

PESTEL analysis is a way to find out the core awareness of the possible options for the
installation, development, and growth of the business project either in the form of a company or
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an organization. The PESTEL analysis reveals the fact that helps in guiding to establishing the
procedures and actual demands and limitations of society.

Economic Factor

While establishing the business and contributing to the community at a very large scale, there are
many organic as well as social barriers and parameters that should be fulfilled for a better
working relationship. Economic dynamics of a particular society, the dynamics of the laws and
regulations, and socio-economic conditions are highlighted by the analysis, and cultural and
environmental variations are also indicated by the PESTEL analysis and this is helping the
CBRE to define its direction to be adapted in a specific time according to the situation and
requirement. PESTEL analysis highlights the flaws and spaces available and also indicates the
valuable options that can be helpful in their utilization for the objective in the long-term plans of
operations. PESTEL analysis is a comprehensive source of analyzing the ground realities,
evaluating the demands and available options to execute in real to obtain the targets. The other
perspective of PESTEL analysis is the evaluation of the environmental barriers and parameters to
sustain its integrity which is threatened by the CBRE’s operations.

Technological Factors

If all the barriers and parameters are guaranteed and provided securities then many open
opportunities could help CBRE to operate in the short and long term as well. The most crucial
factor is the engagement of technological factor as this is the era of science and technology.
Information technology has played a very crucial role in revolutionized the work, especially with
the advent of artificial intelligence. As, the artificial intelligence has become an inevitable
component of today’s life, CBRE is aware of this critical fact and is paying high attention in
developing mile stone to achieve the set targets for the successful business operations.

Legal factor

Every business entity has to be bounded by the state laws and regulations. CBRE is, basically a
company that is social oriented and engages its operations according to the set frame of work and
principles of abiding by the country laws and regulations
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SWOT Analysis of CBRE

A SWOT analysis identifies CBRE's internal strengths and weaknesses as well as external
opportunities and threats.

Strengths

Global presence and scale

Strong brand reputation

Diverse service offerings beyond brokerage

Established client relationships

Financial resources to acquire properties and invest

Weaknesses

High dependency on commercial leasing and sales

Bureaucratic processes that inhibit flexibility

Gap between vision and execution of sustainability efforts

Opportunities

Growing proptech sector

Underserved markets and property types

Rising investor interest in real estate

Increasing environmental awareness

Economic recovery and development projects

Threats

Intensifying competition from traditional and emerging competitors

Oversupply or decline in commercial and residential markets

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Rising interest rates limiting real estate financing

Climate change impacts on desirable locations

Recession or international economic crises

SWOT analysis reveals strengths, weaknesses, opportunities, and threats. In the market, a business
exists with multi-dynamics which justify its survival and durable existence in optimum
conditions. Many factors remain activated throughout business operations. To cope with all
dynamics and challenges, a business organization remains fully equipped and prepared with all
necessary management (Nida Naeem, 2023).

SWOT analysis then efficiently discloses the weaknesses of the business entity either based on
the current situations, managerial plans, and strategic uncertainties or due to unpredictable
circumstances. Opportunities and threats are also the factors that are revealed by the SWOT
analysis. According to the SWOT analysis, CBRE can be explained from the following
perspectives;

3. Smart Marketing Objectives (CBRE)

Setting clear, measurable, and time-bound marketing objectives is crucial for guiding CBRE's
strategy and gauging its effectiveness. The objectives are based on CBRE's overarching mission,
past performance, and current opportunities.

o Short Term Goals

Several smart objectives have been established for the short term, over the next 1-2 years:

Increase occupancy rates by 5% for commercial properties in core UK markets of London,

Manchester, and Birmingham by Q4 2024. Occupancy rates are a key performance metric in
commercial real estate. Targeting major metropolitan markets allows CBRE to capitalize on
economic growth.

Achieve 10% annual growth in residential sales volume across the European Union through
2024. The housing markets in many EU nations present growth opportunities. Higher sales
volumes will increase commission revenues.
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Obtain leasing contracts for 2 million square feet of new logistics space in Germany by Q3 2024.
Germany is a strategic market for logistics networks. This goal builds on CBRE's strengths in
industrial real estate.

Reduce marketing expenses by 15% in North America by optimizing digital marketing

efficiency by Q2 2024. Improving return on marketing investment through analytics and testing
will cut costs.

Increase brand awareness in APAC core markets by 50% over the next 2 years through expanded
partnerships and campaigns. Asia Pacific represents a priority region where CBRE is less known.

o Long Term Goals

The following long term smart objectives aim to drive growth over the next 3-5 years:

Expand CBRE's workforce in India to 10,000 employees by 2027, enabling greater delivery of
technology and shared services for global operations. India offers a strong talent pool at
competitive costs to scale operations.

Grow fee revenue from investment management services by 30% globally through 2026. CBRE
will focus on expanding its offerings to investors such as REIT management and infrastructure
investment.

Acquire residential brokerages in 5 new U.S. metro areas by 2025 to extend market coverage.
Targeted mergers and acquisitions will aid geographic expansion efficiently.

Develop 25 million square feet of new sustainable certified properties worldwide by 2027. This
goal reinforces CBRE's commitment to sustainability and appeals to eco-conscious clients.

Achieve $500 million in revenue from proptech partnerships and investments by 2026. This
objective drives innovation by harnessing technology to enhance CBRE's value proposition.

Increase customer satisfaction scores from 80% to over 90% by 2025. Improving customer
centricity and service quality will boost retention and referrals.

Attain 40% employee diversity and double executive diversity rates by 2025. These goals aim to
strengthen CBRE's inclusive culture and market positioning.
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The short and long term objectives cover financial metrics, brand building, geographic
expansion, service development, technology adoption, culture, and sustainability. The timeframe
provides urgency while allowing for meaningful progress. Achieving this ambitious but realistic
set of goals will bolster CBRE’s competitive positioning and performance.

4. STP Marketing Strategy

CBRE employs a segmentation, targeting, and positioning (STP) approach to concentrate its
marketing efforts on the most attractive customer groups and effectively convey its differentiated
value.

**Market Segmentation **

CBRE segments the real estate market across several key dimensions:

**Client Type : Property owners, investors, occupiers/tenants, developers, governments

**

**Property Type : Residential, office, industrial, retail, hotels, mixed-use

**

Client Size : Individuals, small businesses, mid-size companies, large corporations

**

Geography : Urban, suburban, regional, global markets

**

Motivations : Financial returns, business needs, lifestyle, prestige, social impact

**

Target Market Selection **

Based on this segmentation, CBRE prioritizes the following target markets:

Major commercial property investors seeking assets over $100 million in prime global cities
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Institutional owners of office parks and logistics networks with over 5 million square feet

Large corporate tenants leasing at least 100,000 square feet of space

Residential developers planning projects with 200+ units in urban infill locations

Global corporations requiring integrated real estate services across multiple regions

These targets have substantial assets to generate high fee revenue. They value CBRE's expertise
in markets worldwide. The size and complexity of their needs make CBRE's bundled services
more attractive.

**Positioning Strategy **

CBRE aims to occupy a distinct position as:

- The largest, most globally integrated commercial real estate services firm

- An end-to-end expert in all property types and client needs

- An innovator bridging real estate and technology

- A trusted advisor guiding investment decisions with market insights

- An industry leader enabling sustainable and socially responsible real estate

- A relationship-driven company that helps clients succeed through expertise and tenacity

This positioning reflects CBRE's scale, service breadth, forward-thinking mindset, client-centric
approach, and integrity. It differentiates CBRE from competitors specialized in certain regions,
property types, or services. The messaging conveys the tangible benefits CBRE provides its
clients.

The STP strategy enables CBRE to target resources on the most financially attractive segments
where it can deliver unique value based on a distinct market position. Aligning the segmentation,
targeting, and positioning builds a coherent foundation for all aspects of CBRE’s marketing.
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**5. Marketing Mix **

CBRE employs an integrated marketing mix strategy encompassing the 7Ps to effectively deliver
value and meet the needs of targeted customer segments.

**Product **

CBRE provides a vast range of real estate services spanning agency leasing and sales, property
management, appraisal, investment management, development, and advisory services across all
major property types. The core product is CBRE's expertise and services tailored to each client's
needs. Offerings are bundled into integrated solutions to solve complex real estate challenges.
New services are added through innovation and partnerships with proptech firms.

**Price **

Pricing varies by service, market, property, and client. Commission rates range from 1-5% for
leasing/sales. Management fees are 5-7% of collected revenue. Appraisals and advisory services
are priced per project. Discounts are offered for long-term contracts, portfolio-wide mandates,
and additional services. Customized fee structures are created for large clients and projects. The
goal is competitive market pricing reflecting value delivered.

**Place **

CBRE has over 530 offices globally. Locations in prime real estate markets and corporate centers
provide convenient access for clients. Extensive listing distribution through MLS systems and
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digital platforms improves exposure. Referral partnerships with banks, law firms, and developers
leverage existing relationships.

**Promotion **

CBRE uses integrated marketing communications across channels:

Advertising - Print, billboard, TV, online ads highlight expertise and market insights

Public relations - Executive thought leadership, project announcements promote brand image

Events - Conferences, receptions, and tradeshows foster engagement

Digital marketing - SEO, social, and email reach and nurture prospects

Salesforce - Direct promotion by brokers/agents and email campaigns

**People **

CBRE's 90,000+ employees worldwide are its face to clients. Rigorous hiring and training
develop skilled, relationship-oriented service teams. Account management ensures seamless
coordination across departments.

**Process **

CBRE aims to deliver seamless, efficient services using state-of-the-art technology. Client
portals, enterprise software, and mobile apps optimize interactions and transactions. Integrated
workflows maximize productivity.

**Physical Evidence **

CBRE showcases its expertise through proprietary market research and high-quality client
reports and presentations. Project marketing materials highlight CBRE's contributions. Well-
located, modern offices also communicate brand quality and success.

This marketing mix enables CBRE to serve diverse clients across geographies while reinforcing
its differentiating position as an innovative, seamless global real estate firm.
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**6. Implementation Plan **

CBRE’s marketing strategy will be implemented through coordinated action across departments
over a phased timeline.

**Action Plan **

- Develop specialized services and solutions for target client segments

- Produce targeted content and campaigns for each core customer group

- Strenghten partnerships with technology firms to enhance proptech capabilities

- Expand sustainability consulting practice to assist green building efforts

- Open offices in strategic markets in the Middle East and Asia Pacific

- Establish research labs to produce proprietary market insights

- Launch brand awareness campaigns in new geographic markets

- Recruit top talent in India and China to scale shared services centers

- Run promotions to stimulate uptake from existing clients in mature markets

- Upgrade CRM system to provide seamless omnichannel client experiences

- Conduct quarterly review meetings to monitor progress and refine approach

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**Timeline **

- Months 1-3: Organizational alignment, planning, partnerships

- Months 4-6: Targeted services and content development

- Months 7-9: Expansion into new locations and offerings

- Months 10-12: Marketing campaigns, promotions, and recruitment

- Months 13-18: Ongoing refinement and next phase strategic planning

**Responsibilities **

- Executive Leadership - Oversee strategy and align business units

- Marketing - Lead tactical plan execution and budget management

- Sales - Deliver promotions and nurture target client acquisition

- Operations - Scale infrastructure, systems, and shared services

- HR - Support recruiting, training, and personnel needs

- Finance - Enable investment in initiatives through budgeting

- Technology - Provide platforms for digital capabilities and data

**Description **

The phased, cross-functional plan will enable CBRE to undertake the key strategic initiatives
required to deliver on the marketing strategy objectives. Embedding accountability across the
organization is crucial for effective execution. Central oversight and coordination ensures
alignment with long-term goals. Adapting based on continuous performance monitoring and
market feedback will maximize results.
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**7. Budget **

Successfully executing CBRE’s marketing strategy requires investment in the core initiatives
over the next fiscal year:

**Budget Allocation **

- Targeted service development - $8 million

- Specialized marketing content - $5 million

- Expanded proptech capabilities - $7 million

- New market expansion - $10 million

- Sustainability consulting buildout - $6 million

- Proprietary research capabilities - $5 million

- Brand awareness advertising - $15 million

- Promotional incentives - $4 million

- CRM platform enhancement- $10 million

**Total Budget: $70 million **

**Rationale **

The bulk of investment focuses on extending service capabilities in alignment with market needs
and CBRE's strategic priorities. Content and campaigns tailored to target client segments will
effectively convey CBRE's value.

Major funding is allocated to enter new high-potential geographies in APAC and MEA and
establish the infrastructure to support continued expansion. Investing in digital systems and data
analytics will modernize CBRE’s technology underpinnings to deliver seamless omnichannel
client experiences.

Promotional incentives will help acquire new accounts cost-effectively while brand advertising
builds awareness in growth markets. The budget reflects the scope of initiatives needed to
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achieve CBRE’s objectives but is constrained based on projected revenue growth to maintain
positive ROI.

**8. Evaluation and Control **

**KPIs**

- Sales pipeline from targeted segments

- Service adoption rates

- Client retention/attrition

- Market share in key regions

- Unaided brand awareness

- Lead conversion rates

- Marketing ROI

**Monitoring & Reporting **

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- Salesforce pipeline tracking weekly

- Client service KPIs dashboards monthly

- Market share reports quarterly

- Brand surveys bi-annually

- Campaign response reports monthly

- Marketing ROI dashboard quarterly

Evaluation will assess marketing effectiveness based on financial return and progress on strategic
goals. Marketing ops will synthesize data across platforms to provide unified dashboards and
reports.

The leadership team will review results monthly to calibrate initiatives. The budget will be
adjusted between channels and campaigns based on performance. Underperforming initiatives
will be modified or discontinued. Exceeding KPIs may warrant additional funding to capitalize
on momentum.

**9. Conclusion **
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CBRE’s integrated marketing strategy provides a robust plan for seizing growth opportunities in
priority segments and regions by leveraging the company’s unique strengths. The combination of
specialized services, targeted marketing, expanded capabilities, and effective execution will
enable CBRE to deliver on its financial objectives and solidify its market leadership.

However, the plan’s success ultimately hinges on cross-functional coordination in implementing

the strategic initiatives. Adaptability based on meticulous monitoring of external dynamics and
performance indicators will be critical. With a substantial investment in the key elements of this
plan, CBRE can usher in the next phase of innovation and growth aligned to the evolving real
estate landscape. This strategy provides a launching point for CBRE to continue elevating its
client-centricity, technological fluency, and sustainability to create enduring value. Executed
well, the plan will future-proof the business to withstand market volatility and competitive
disruption over the long term. CBRE has the scale and resources to realize this vision, but the
capability to dynamically adapt based on learning will dictate the strategy’s success.

References
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Casier, C. (2023). The coliving market as an emergent financialized niche real estate sector: a
view from Brussels. Francis online .

Gärtner, P. D. (2023). The Impact of Online Real Estate Listing Data on the Transparency of the
Real Estate Market - Using the Example of Vacancy Rates. Primary publication, Publisher's
Version .
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Jover, J. (2022). The Political Economy of Housing Investment in the Short-Term Rental
Market: Insights from Urban Portugal. ANTIPODS , 116.

Nethercote, M. (2022, 12 6). The Techno-politics of Rental Housing Financialization: Real

Estate Service Companies and Technocratic Expertise in Australia’s Build to Rent Market.
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Newell, G. (2023). Real Estate Insights The increasing importance of the “S” dimension in ESG.
Journal of Property Investment & Finance .

Nida Naeem, I. A. (2023). Smart Construction and Sustainable Cities.

Pasupuleti, A. (2023). The Future of Commercial Real Estate.

Thi, D. M. (2023). Research of the market of housing for rent in Hanoi City. GPH-International
Journal of Business Management .