SC ASSET Announces the Business Plan for 2014
27 March 2014

An increase of 20% in revenue is expected in 2014. The concept of the Company for its second decade is “Sustainable Growth with Care.” We plan to open 7 new projects amounting more than THB 10,000 million. A preview will be arranged for two premium projects in Cha Am – Hua Hin this April.


SC Asset is implementing its 2014 business plan and moving forward to the 2nd decade under the concept of “Sustainable Growth with CARE.” We are also ready to launch new 7 projects with a total value of THB 10,560 million. It is hope that our revenue will increase by 20% in 2014. Mr. Natthapong Kunakornwong, Deputy Chief Executive Officer of SC ASSET CORPORATION PCL stated that for the beginning of its 2nd decade or the 11th year, SC set the goal of constant and sustainable growth after it was able to earn more than THB 10,000 million in revenue in its 10th year. A significant step to move to, apart from sustainable growth in terms of revenue and net profit, is the ability to maintain or improve the quality of its products and after-sale-services and to keep all commitments made to customers. The missions that we intend to achieve in the beginning of our 2nd decade are as follows:


1. To improve and strengthen the organization from within by enhancing the personnel’s competency, work processes, and organizational culture, in order to increase revenues and net profits as well as to meet the needs of the growing number of our real estate projects, residents, and employees; and
2. To create and maintain strong relationship with all stakeholders, including shareholders, customers, partner companies, employees and the society because strong and sustainable growth is to grow together and be helpful to each other.


Both of these missions are the key to sustainable growth. In 2014, SC sets its revenue target to THB 12,000 million or an increase by 20%. We are confident that we can achieve our target because this year our backlog is as high as 40%, which is the largest since the beginning of the Company. Mr. Natthapong Kunakornwong mentioned the plan to develop seven new premium projects worth approximately THB 10,560 million and added that the Company continued to focus on mid to high-level customers. Such seven projects included 6 horizontal ones, with a total value of about THB 7,560 million, one in Cha Am – Hua Hin and the other five in Bangkok, namely Grand Bangkok Boulevard Pinklao-Phetkasem, Bangkok Boulevard Pinklao-Phetkasem, Life Bangkok Boulevard Chaengwattana-Sisaman, Life Bangkok Boulevard Wongwaen-Rama 9, and Home Office Work Place Ratchapreuk-Charan. One vertical project is a super luxury condominium located at Saladaeng under a new sub-brand with a total value of about THB 3,000 million.


In this 2nd quarter, the Company will arrange for a visit to two premium projects in Cha Am and Hua Hin during the summer special festival to be organized on 5-15 April under the campaign of VIP Visit to two seaside resort style projects in Cha Am and Hua Hin areas. The first project to be open for preview is “Boulevard Tuscany Cha Am – Hua Hin,” which is a real estate project in Tuscany style on an area of 52 rai adjacent to the beach. The project value is approximately THB 1,800 million with a total of 193 units, prices ranging from THB 6 to 40 million. The other project is The Crest Santora Hua Hin seaside condominium and villa project in Santorini style. The strength of this project is its location, which is 80 meters wide along the beach. There are a total of 171 residential units in 10 low rise (4-storey) condominium buildings and 10 units of exclusive luxury ocean front pool villas, starting from THB 30 million. Both are ready-to-move-in projects. VIP customers have an opportunity to visit the projects and feel the actual scenery and atmosphere before anyone. Many facilities are provided for residents’ convenience. In summary, SC plans to open for sale a total of 35 projects with a total value of THB 35,600 million in this year, including the seven new projects with a total value of THB 10,560 million and 28 other projects with a total value of approximately THB 25,000 million.