Unlike in manufacturing businesses, Research & Development at
CA Immo International is an across-the-board activity that engages all the divisions.
Continuous market observations are an obvious part of property management and comprise intensive discussions with experts as well as desk-top research. In particular, ongoing observation of the national economies and property markets of the targeted regions plays a central role.
In finance and accounts a standardised system for risk management and documentation was developed and implemented.
In addition, a number of particularly extensive individual projects were conducted in certain divisions in 2006. Reflecting its crucial role in the context of the IPO, a detailed media analysis was conducted for the corporate communications division, for instance, to survey the media consumption of the target groups. Key information for supporting communications was thus obtained in a structured way. A target group analysis and an image and positioning comparison with the company‘s rivals provided further pointers.