Jayman Built Inc: Westman Village Resort-Style Living
(5 pages of text)
In September 2015, the owner of Jayman BUILT, a homebuilder and developer in Alberta, was fine-tuning his vision for a resort-style residential community in the outer suburbs of Calgary, Alberta. The development, Westman Village, would be a legacy project and the first of its kind in Calgary—a high-density, walkable, and amenity-rich community. Work on the development was planned for September 2016, and the owner was eager to showcase the innovative community; however, the economy was in a recession and a tough housing market was likely. How could the company develop a unique marketing strategy to convince prospective customers to buy into the one-of-a-kind project?
This case is intended for an undergraduate-level course on marketing or real estate development, or for a business course that incorporates an urban planning angle. It is recommended that students have an understanding of basic marketing concepts. After working through the case and assignment questions, student will have developed a marketing strategy that includes
- completing a political, environmental, social, and technological (PEST) analysis evaluating the external environment;
- defining a target market;
- evaluating competitive advantages;
- and developing a marketing mix.
Real Estate and Rental and Leasing
Canada, Medium, 2015
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