Pruksa sustains bright future with innovation
AFTER LEAPFROGGING expansion in the past two decades, Pruksa Real Estate looks to innovation to sustain its growth story well into the future.
“We set three goals – to be one of the top 10 real estate companies in Asia, to be one of the top of mind brands and to grow sustainably,” Lersuk Chuladesa, co-chief executive officer, said yesterday at a press briefing here.
He did not reveal new investment plans for overseas, besides projects in India, the Maldives and Vietnam.
To achieve the second goal, a customer satisfaction survey has been the guiding light to constantly improve the quality of services and products.
For sustainable growth, management consulting company McKinsey has been retained to draft a new corporate strategy, which involves the establishment of a holding company and the creation of new companies that will focus on recurring income.
The process should be completed this year.
“The new businesses are expected to generate consistent income for a span of decades,” he said.
In the process, Pruksa’s brands could be consolidated from 46 to about 15.
However, target segments will remain unchanged – housing for the low-end and premium markets that ask for over Bt10 million for a home, Bt7 million for a townhouse and Bt5 million for a condominium.
Another highlight to achieve sustainability is innovation.
Since 2004, seven precast plants have been set up with total annual capacity of 6.5 million square metres.
They can produce finished walls, floors, rest rooms and other sections for over 1,000 housing units each month.
More precast products are in the design stage to quicken the construction process in light of the labour shortage in Thailand.
Using precast components shortens the construction of a high-rise building by a year.
After the seventh factory’s completion, steel waste from housing construction is down to 0.5 per cent from 30-35 per cent in the past.
A visit to a precast factory of RBW Rohrdorfer Betonwerke brought joy to Lersuk, as the executive confirmed that one of the seven factories is the best in terms of capacity and environmental benefits.
Lersuk noted that new innovations would be introduced in the future.
A group of Thai journalists were also taken to Bauzentrum Poing, where innovative housing ideas are on display.
Models at this place showcase four housing megatrends that Pruksa wants to introduce to Thailand – energy-efficiency, smart building, multigenerational house and security.
A model is being constructed at The Plant Estique Pattanakarn, planned to win certification from DGNB, the German Sustainable Building Council.
To be completed by the end of June with consultation with German architect Martin Schoch, the model will focus on two megatrends – multigenerational house and energy efficiency.
“I have to admit that homes for the elderly will be a bit tough in Thailand.
“But we are ready to explore possibilities. We understand that innovations will rule,” Lersuk said.
