Lim, Jing Xin
(2012)
Marketing Strategies Of Housing Developers To Capture The MM2H Market Segment.
Masters thesis, Universiti Sains Malaysia.
Abstract
Malaysia My Second Home Programme (MM2H) was initiated by the government to
allow foreigners who fulfill certain requirements to reside in Malaysia with ten years
visa and multiple entries passes. The participants of MM2H programme have increased
over the years. It has become a potential market segment for housing developers. This
study was done to examine how housing developers to cater this MM2H market
segment. In this research, mixed methods were adopted to present a more
comprehensive analysis. Data was collected via postal questionnaire survey, face-to-face
interview and secondary sources. 41 usable completed questionnaires were returned.
Eight interviewed housing developers formed the case studies for this thesis. The
questionnaire survey found that only 7.3% of the respondents targeted a single
nationality group. One of companies from the case studies targeted only the Koreans and
subsequently found that it was a wrong marketing tactic. Also, this study found that
most commonly developed product for MM2H house buyers were luxury condominiums
and the price range of the dwellings was most frequently set at RM651,000 to
RM850,000. Kuala Lumpur was the most preferred location for housing developments
to cater for the MM2H segment due to easy accessibility to modern amenities and
infrastructure. Lastly, the most executed marketing method by the sampled housing
developers was company websites and property fairs in Malaysia. The findings of this
study can be used as a reference for housing developers who are interested to tap into the
MM2H market segment.
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