Case Study: Expanding a Real Estate Consulting Firm into the Asian Market

Background
XYZ Consulting, a well-established real estate consulting firm based in Europe with expertise
in strategy, workplace, portfolio, asset, and property management, seeks to expand its
operations into the Asian market. The firm has successfully advised on numerous high-profile
projects across Europe and North America and aims to leverage its expertise in these areas to
enter new markets.
Objective
The primary objective for XYZ Consulting is to establish a strong foothold in the Asian real
estate market, beginning with Singapore as a strategic entry point. The firm aims to adapt its
business model to local market conditions and cultural norms while maintaining its high
standards of service and expertise.
Challenges
1. Cultural and Regulatory Differences: Navigating different business practices, legal
systems, and cultural expectations presents a significant challenge.
2. Local Competition: Facing well-established local firms with strong client relationships
and deep understanding of the local market.
3. Talent Acquisition: Recruiting and retaining local talent who align with XYZ's corporate
culture and possess the necessary market knowledge.
Strategy
 Market Research and Local Partnerships: Conduct comprehensive market research to
understand local demands and trends. Form strategic partnerships with local firms to
gain insights and facilitate market entry.
 Localization of Services: Adapt the firm’s offerings to meet local needs and compliance
requirements. This includes modifying consulting frameworks to align with local
business practices and regulatory conditions.
 Branding and Marketing: Position XYZ Consulting as a leader in innovative real estate
solutions, emphasizing its international experience while highlighting local expertise
through collaborations.
Implementation
 Pilot Project: Launch a pilot project in Singapore focusing on corporate real estate
management for a multinational corporation. This will serve as a proof of concept and
showcase XYZ Consulting’s capabilities.
 Training and Development: Implement training programs for local hires to ensure
alignment with XYZ’s methodologies, while also incorporating local expertise and
practices.
 Feedback Loops: Establish continuous feedback mechanisms to adapt and refine
strategies based on real-time market and performance data.
Outcomes and Evaluation
 Market Penetration Metrics: Evaluate success based on market share growth, client
acquisition rates, and client satisfaction surveys.
 Performance Review: Regular performance reviews of local operations to assess
alignment with global standards and achievement of strategic objectives.
  Adjustment of Strategies: Based on evaluation, recalibrate strategies to optimize
market approach and service delivery.
Conclusion
Entering the Asian market presents XYZ Consulting with tremendous growth opportunities
and challenges. By effectively leveraging its core competencies and adapting to local contexts,
XYZ can achieve significant impact and establish a sustainable presence in the region.
This case study integrates strategic, workplace, and change management aspects of real
estate consulting, providing a realistic scenario.