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ERIC Number: EJ1000061
Record Type: Journal
Publication Date: 2012
Pages: 14
Abstractor: As Provided
Reference Count: 1
ISBN: N/A
ISSN: ISSN-1052-8008
Bayou Vista: A Market-Driven Development
Izzo, G. Martin; Teal, Elisabeth J.
Marketing Education Review, v22 n3 p279-292 Fall 2012
The case touches on several areas of marketing: ethics, sales issues, conflicts of interest, marketing forecasts, and issues of pricing. Joe Brice, the visionary and real estate broker for a 36-lot subdivision of moderately priced single-family homes targeting the $190,000 to $260,000 range, seems to have identified an unmet housing market, supported by preliminary agreements with three participating builders and written sales contracts for five predevelopment lot sales. However, Steve Crone, part owner of a successful road construction business and Brice's primary investor, had his construction staff's land planner generate a 22-lot plan that resulted in lot-and-house packages starting at $380,000 and going much higher. Brice has been asked to revise the marketing plan and to revamp the financial projections based on the 22-lot plan, even though his builder contacts and his analysis of the market for larger, more expensive homes suggests that the market is currently overcrowded and may be showing signs of slowing. (Contains 4 tables and 3 figures.)
M.E. Sharpe Inc. 80 Business Park Drive, Armonk, NY 10504. Tel: 800-541-6563; Tel: 914-273-1800; Fax: 914-273-2106; e-mail: info@mesharpe.com; Web site: http://www.mesharpe.com
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Florida