RT Edgar is a Melbourne Real Estate company which is considered one of the most recognised Real Estate firm in Melbourne since it has been established in 1896. RT Edgar Bellarine Pty Ltd was formed from the merger of RT Edgar Point Lonsdale Pty Ltd and Peter Amezdroz Real Estate Pty Ltd in 2004. Three offices in Bellarine Peninsula, including Point Lonsdale, Ocean Grove, and Barwon Heads, are operated with the main function is to list and sell real estate, property management and auctioneering. The company mission statement is identified as “to establish RT Edgar Bellarine as the leading Real Estate agency across the Bellarine while maintaining our expertise, experience and integrity” (Lobo, 2008).
The company is a franchise so it is committed to the brand and they want to develop the brand on the Bellarine Peninsula to get ahead of the competitors.
Haydens, Kerleys, and Fletchers are R T Edgar’s major competitors in the market. In comparison to the competitors, R T Edgar Bellarine offer similar products/services, prices, distribution (office locations), promotion strategy, customer service quality, process quality and physical evidence. However, R T Edgar sponsor a lot of sporting clubs including golf club, surf life saving club, and football club while the other real estate agents don’t. This might be the key issues that will help R T Edgar to be well recognised by customers in the industry.
RT Edgar Bellarine’s customers are demographically from Bellarine and the surrounding areas, listed into segments in terms of social class (combination of income and lifestyle) as follow:
• Upper class: very high income, mostly post-graduate degree, managerial and professional occupations, consumers of luxury spending, enjoy suburban environment.
• Lower upper class: high income, mostly college-educated, not frequent luxury spenders but able to afford travelling abroad, luxury imported cars, and...