"On the real estate market, large and proactive companies always have more advantages. Leaders of these companies need to have strategic vision and courage, especially in the context of financial crisis, galloping inflation and tightened credit policy. To pursue sustainable development, they must know how to promote their own internal strengths,” said Mr Tran Van Thang, President and General Director of Sao Do Investment Joint Stock Company.
This statement is also the business philosophy that Sao Do has pursued in the past nearly 10 years of construction and development, while building itself into a leading realty company.
Building brand as a core
Founded in 2002 with two main areas of construction and real estate investment, Sao Do has become a trusted partner on the market thanks to its ability to grasp opportunities and make breakthroughs.
Sao Do’s strengths are represented by highly effective investment projects like Sao Do 1 housing project, which required a total capital of nearly VND14 billion to complete construction on a 9,117.8 square metre campus (of which more than 6,500 square metres were used for housing, 2,400 square metres for infrastructure, and the remainder for the grounds). Anh Dung 2 project, which covered on an area of 158,611 square metres, had a total investment of VND122.97 billion. Specifically, the villa area accounted for nearly 71,000 square metres, public works required 32,875 square metres, and green areas and sporting complex needed 9,578 square metres. A petrol filling station and showroom project on an area of 5,316 square metres cost nearly VND3.5 billion and was put into operation in 2006.
To build up a reputable brand, the company must offer products of excellent quality, outstanding features and highest utility for customers. Therefore, in recent years, Sao Do has focused on surveying customer tastes to work out the best designs for specific projects. At the same time, the company has a quicker pace of project implementation than many other companies thanks to its flexible capital utilisation. In 2009, Sao Do earned VND47 billion of profit. In 2010, the company was the biggest private corporate taxpayer in Duong Kinh district, accounting for over 90 percent.
Development expectation
From a small business entity, Sao Do has to date become a shareholding company with strong financial resources and an experienced and enthusiastic workforce. In addition to successes with Anh Dung I and II housing projects, Sao Do also entered into a joint venture with PetroVietnam Financial Joint Stock Corporation to set up Nam Dinh Vu Investment Joint Stock Company. On May 13, 2010, the Nam Dinh Vu project was officially started. This is a major national project and is the largest national polder project in the country. The Nam Dinh Vu area is expected to attract US$5 - 7 billion of investment capital. In addition, the company has joined forces with other firms to establish Vidifi Sao Do Company to invest in urban and industrial projects along the Hanoi - Hai Phong highway.
Mr Tran Van Thang said the company’s people are the key factor in every success. Hence, Sao Do has constantly improved its working environment and invested in modern equipment to ensure occupational safety and hygiene. The company often sends its staff to training courses and finances overseas studies in Japan, the US, Singapore and other nations for key employees. It also actively participates in business associations in order to contribute to the development of business community in Hai Phong.
Sao Do is expected to become a multi-business conglomerate by 2015, with core business being real estate. According to the development strategy for the period until 2012, the company is establishing a feasibility study for the construction of a wharf to facilitate cargo transportation and develop the Dinh Vu tourism zone. With its potential and reputation, Sao Do has continued to assert its position through its business philosophy "Your success is ours.”
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