To do this assignment I have chosen to take a case that I recently came across at my work. I currently work in a real-estate agency as a marketing manager. In my work, I am in charge of the marketing of the company and I am in charge of finding new partners for the company as well. For example, we must find real-estate developers who build new buildings in France, in order to sell their homes. This is an interesting negotiation case because there are several parameters to take in consideration for it. In the first part, I will present the 2 companies which are Propriétés Privées and Bouygues Immobilier. Then, I will describe the process of negotiation between the 2 companies. Propriétés Privées is a real estate agency of a new kind. Indeed, this agency does not possess a visible shop on the street, since it is present only on the Internet. The headquarter of the agency is situated at Basse-Goulaine, next to Nantes in France, but the agency is present throughout France by means of a network of agents who work for the agency from their respective homes.
[...] Then, they should decrease their commission which is normally at 10% to Variables The vital interests of Propriétés Privées is to become a partner of Bouygues real-estate and then to have the exclusivity of a new building of the group in Nantes and to decrease the commission of Bouygues. The vital interests of the Bouygues is to create a partnership with Propriétés Privées, not to give the exclusivity of a new building and to keep the level of commission of the company Strategy The strategy of Propriétés Privées is very simple. [...]
[...] Indeed, Bouygues has to trust Propriétés Privées in order to give it the exclusivity and Propriétés Privées has to make clear and positive statements in order to show their competitive advantages Team Work The team leader and the main speaker of the negotiation is Sylvain Casters, the CEO of the company. I will play the role of support speaker and questioner. Finally, it is Isabelle Bouchot, the assistant of the company who plays the role of observer and summarizer. III The negotiation 1. [...]
[...] The company was founded in 1952 by Francis Bouygues and since 1989, it has been led by his son Martin Bouygues. In October 2005 it had over 113,300 employees in 80 countries. In 2004, it generated 23.4 billion in sales. Bouygues is also active in movie production and in television with the TF1 Group, Europe's largest private channel. Bouygues is also present on the building and on the real-estate market with the brands Bouygues Buildings and Bouygues real-estate. Bouygues real-estate builds the buildings and sell with real-estate partners in consideration of a commission. [...]
[...] Indeed, to be the exclusive distributor of a building of Bouygues will create a huge growth for the company and a huge increase of customers. And the final objective is to negotiate the low commission possible. It will be very difficult to attain these objectives. The first objective is not going to be too difficult because the Bouygues real-estate group always needs new distributors, but it will be very difficult to obtain the exclusivity of a building in Nantes, because there are lots of competitors. [...]
[...] The real-estate agents are independents who have a status of sales agent. The main competitive advantage of this agency is the fact that it is present only on the Internet. Indeed, the fact to have no stores, decreases the cost(no rents exaggerated, no step of door, fewer employees), and thus all this allows to have a reduced agency fees. Furthermore, the real-estate agents have an independent status, so they are not salaried by the company; they are paid on the commissions which they get by making sales. [...]
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