Master Plan 101 eyes 20% growth

The company's full-year sales target is Bt300 million, up 20 per cent from the Bt250 million achieved last year. The 2008 target was Bt280 million.

"Our sales in 2008 were lower than targeted because of the country's political uncertainty and economic problems, as a result of which [some of] our customers delayed decisions to build residences," he said.

In addition, two of the 17 customers who signed contracts with the company last year to have homes built, went back on their plans when the downturn really began to bite

However, Anankorn said, customers now have a better feel of how the economic crisis will affect their earnings, with more of them being prepared to commit to home construction. This leads the company to believe its sales will meet this year's target.

Master Plan 101's main target is landowners planning to build residences priced at more than Bt8 million. Customers are now signing contracts to build homes priced between Bt10 million and Bt20 million, he said.

More than 80 per cent of its clients pay by cash, and are therefore unaffected by banks having tightened up on the granting of mortgages, he added.

The company has set aside a marketing budget of Bt10 million to promote its brand and five new housing models this year. Seventy-per cent will be spent on event marketing, and especially on home-builder shows, which get better feedback from customers than advertising through mass media. The remainder will be for print advertising, in order to keep its brand visible in the market.

Master Plan 101 also plans to open its first showroom, in which it is investing Bt100 million, at Lat Phrao Soi 122 in the middle of the year.