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ONE ATLANTIC CENTER

-A Case Study
Summary:
According to the case conditions we can learn what sort of strategies to
be adopted for maintaining a constant cash flows with positive NPV.
How to analyse the market and how to be differ from our competitors.
By the case we can know the intelligent assert management for a
property.
We can be the best competitors in the market if we adopt different
strategies according to all possible conditions which may tend to happen.
Analysing competitors and their strengths and weaknesses according to
that we can make our own strengths by covering the weaknesses.
Questions:
1.What is the state of the midtown submarket? What is the state of the
economy? What is the psychology of the market?
A.The state of the midtown submarket is apparently good by looking the
occupancy rate on every year.
The state of the economy is also apparently good by looking the low
unemployment and also the net space absorption in the most recent five years
had average 500,000 sq ft/year.
The psychology of the market is also good because of good absorption in the
market.

2.Qualitatively describe the strengths and weaknesses of One Atlantic Center


as compared to its competition,existing and planned.
A.The strengths for One Atlantic Center as compared to its competition are
Location, Access, Age/Quality, Economics and Sponsorship.
The weaknesses are only inferior amenity base.

3.Do you prefer strategy 1 or strategy 2?


A.I will prefer strategy 1,because of the long term advantages rather than short
term.so based on the Building Value in 2016 we can go with strategy 1.

4.What are the pros and cons of pursuing strategy 1 and strategy 2 from the
point of view of building ownership?
A.The rate of returns to the amount of investment,Always we have to choose
the way where we can get higher rate of returns to amount of investment.so here
if we pursue strategy 1 we can get total building value is high instead of having
low rate of retunes at begging three years,if we pursue strategy 2 at initial years
we may get little high rate of returns but at final in long term we will get low
Building Value.
5.Is the proposal to Alston & Bird too aggressive, nor aggressive enough or just
about right?
A.The proposal to Alston & Bird is just about right, because to attract them
from competitor we have to show some difference in net rent from the previous.

6.What should Tori and Mark say to the U.S. Core Fund to support the strategy
you recommend?
A.Tori and Mark can show the competency and their various strategies which
they suggested along with their recommended strategy. Then our U.S. Core
Fund team will easily understands our recommendation.
7.What non-economic factors can Hines use to persuade Alston & Bird to
consolidate into one Atlantic Center?
A.Sustainable Practices, Move only one time and one contiguous block of space
these all can be shown as non-economic factors that Hines can show.

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