Skanska is restructuring its global residential businesses into a single entity called Stream Residential Development, which will be headquartered in Stockholm. Meanwhile, Skanska Reality, the residential arm of Skanska in the Czech Republic, is currently restructuring its internal processes to improve competitiveness. Skanska Reality sales and marketing director Naděžda Ptáčková explained that Skanska has reduced its sales target for 2013, as it wants to focus more on the quality of its products and offer them at appropriate prices.
“We do not want to be involved in price wars among developers and sell at costs,” she said. The new strategy includes a fresh approach to project design called Living Area Design. Developers, architects, potential clients, marketing specialists and municipalities should participate in workshops focused on creating economically viable projects that meet the needs of the clients. Skanska will also focus on developing a deeper knowledge of its client base through a variety of research methods, including focus groups and discussion panels.
