College Town

Creating a New Living Space in Fullerton

Fullerton Residences

Tram Nguyen

BUAD 301-25

California State University, Fullerton

March 14, 2011

Executive Summary

Creating a new living space in Fullerton.

There are many students looking for a new place to live in Fullerton. Therefore, the goal is to build more places for them to live. Fullerton Residences is a high-rise building apartment and would be located in the middle of Fullerton, next to California State University, Fullerton, and Hope International University. It is also near Language System International and Fullerton Junior College. It provides a modern lifestyle in harmony with nature.

The target market is mainly students, especially foreign students, or professionals who want to live near their work or school. In addition, it is attractive to anyone who wants to have a good environment, and comfortable and safe place to live.

The competitive position of Fullerton Residences is against other apartments and housing in the area. The convenient location, a well-cared for environment, affordable price, and several on-site amenities are some advantages of Fullerton Residences. Also, offering special monthly rates to professors and students who work or attend colleges or universities in the city will make Fullerton Residences more attractive to them and more competitive with other Fullerton apartments.

The goal for Fullerton Residences is 90% occupancy by offering affordable monthly rates as well as not increasing rent by more than three percent per year and having the best customer services. It is expected that Fullerton Residences will be attractive to more customers and become “the best place to live in the city” within five years.

Introduction: Company Overview

Fullerton Residences is recognized as best rental unit providers in Orange County, which have a lot of nice landscapes, view points and green environments. The project was designed from the idea of the harmony between nature...