Case Study for Globe Asiatique
OVERVIEW OF THE CASE
Globe Asiatique (GA), also known as Globe Asiatique Realty Holdings Corporation, is known for its market-oriented and service oriented quality homes at affordable prices. Through its marketing strategy, GA became one of the most well-known housing developers in the Philippines. According to the founder Mr Delfin Lee, it was named as Globe Asiatique “because we want to be global in thinking and standards of quality, at the same time we're excited about being Asian," aside from that GA is a privately-held real estate company and it’s notable projects include the GA Twin Towers, The Enclave, and Xevera Bacolor and Xevera Mabalacat. The housing business has been basically a family affair. Son and heir Dexter is the vice president for finance and executive vice president, while daughter Divine is the vice president for international sales and marketing. GA is really a business, established by Mr Delfin Lee for the benefit of his family.
Globe Asiatique (GA) was established in November 22, 1994 with its founder, developer, and CEO Delfin Lee who first entered the real estate business in 1992. GA’s first project was the Santa Barbara Villas I in San Mateo, Rizal in 1994. The subdivision project was a socialized housing project, which initially targeted the generations of employees who worked for his parents’ and grandparents’ lumberyard business in Sampaloc, Manila. Eventually, the P150, 000-worth two-room units became affordable through homebuyers’ access to a Pag-IBIG loan.
In 1997-1998, GA battled with financial crisis when the Asian Financial Crisis hit the Philippines. Nonetheless in 2000, GA continued with its socialized housing projects and set-up the Santa Barbara Villas II, which targeted the police force, soldiers, and teachers as clients. It then moved on to target other buyers like OFW’s and office-workers who can afford to pay P750, 000 for a condo unit in Metro Manila. Then in 2002, GA partnered with Malaysian partners and created
Globe Asiatique (GA), also known as Globe Asiatique Realty Holdings Corporation, is known for its market-oriented and service oriented quality homes at affordable prices. Through its marketing strategy, GA became one of the most well-known housing developers in the Philippines. According to the founder Mr Delfin Lee, it was named as Globe Asiatique “because we want to be global in thinking and standards of quality, at the same time we're excited about being Asian," aside from that GA is a privately-held real estate company and it’s notable projects include the GA Twin Towers, The Enclave, and Xevera Bacolor and Xevera Mabalacat. The housing business has been basically a family affair. Son and heir Dexter is the vice president for finance and executive vice president, while daughter Divine is the vice president for international sales and marketing. GA is really a business, established by Mr Delfin Lee for the benefit of his family.
Globe Asiatique (GA) was established in November 22, 1994 with its founder, developer, and CEO Delfin Lee who first entered the real estate business in 1992. GA’s first project was the Santa Barbara Villas I in San Mateo, Rizal in 1994. The subdivision project was a socialized housing project, which initially targeted the generations of employees who worked for his parents’ and grandparents’ lumberyard business in Sampaloc, Manila. Eventually, the P150, 000-worth two-room units became affordable through homebuyers’ access to a Pag-IBIG loan.
In 1997-1998, GA battled with financial crisis when the Asian Financial Crisis hit the Philippines. Nonetheless in 2000, GA continued with its socialized housing projects and set-up the Santa Barbara Villas II, which targeted the police force, soldiers, and teachers as clients. It then moved on to target other buyers like OFW’s and office-workers who can afford to pay P750, 000 for a condo unit in Metro Manila. Then in 2002, GA partnered with Malaysian partners and created