BUSINESS OPERATION OF EACH PRODUCT LINE Business Operation Type of Products and Services The Company and subsidiary companies conduct a business in two business groups i.e. real estate development business and service business. The details are as follows:
Real Estate Development Business
The business is conducted by 1. L.P.N. Development Public Co., Ltd. 2. Pornsanti Co., Ltd. L.P.N. Development Public Co., Ltd. operates real estate development business with the aim to sell residential condominium projects targeting middle to lower-middle income earners. In 2017, the target group of customers is expanded to include lower-middle to upper income earners. The differentiation strategy in creating uniqueness in terms of products and services is applied. The condominiums units and common area of the projects developed by the Company are developed under “LPN Design” concept which is in accordance with the Principles of Universal Design. The common area is specially designed as a co-living space for the residents of all age groups, whether they be children, young people, working people or the elderly. Moreover, after-sale service in the form of community management under “Livable Community” strategy has been developed. It is later developed into “Livable Community For All” strategy with an emphasis on the quality of life of the residents of all age groups. The strategy helps create the uniqueness of the Company and builds confidence among customers. Cost leadership strategy is also applied and becomes the strength of the Company enabling its competitive advantage. The Company has identified the position of each product for clarity and consistency with the needs of the target group. The products of the Company are categorized into two groups, namely, the first city home and the second home as a vacation condominium. The target group of the second category is the customers of the Company who wish to have their own vacation condominium.
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The First City Home :
Apart from developing residential condominiums in Bangkok and peripheral area, since 2012 the Company has also developed projects in other provinces i.e. Chonburi, Udonthani, Phetchaburi and Pattaya including the development of Baan 365, a premium housing project. The brand positioning is as follows:
“Baan 365”
It is a flagship project of premium single house and townhome of the Company. The location is meticulously selected. The first project is developed on Rama 3 Road as it is right in the city and yet private.
“The Lumpini” It is the premium brand developed for the special occasion of the 24th year of operation of LPN. The project is situated on the highest potential location in Soi Sukhumvit 24 surrounded by convenient facilities. The design of the building is Y-shaped in which all condominium units are able to enjoy the outside view. It is perfect for simple and yet luxurious living in the heart of Sukhumvit 24 Road.
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ANNUAL REPORT 2019 THE BETTER BALANCE
