Harvard Case - Jayman Built Inc: Westman Village Resort-Style Living
"Jayman Built Inc: Westman Village Resort-Style Living" Harvard business case study is written by Pernille Goodbrand, Lynne Ricker, Jessica Abt. It deals with the challenges in the field of Marketing. The case study is 7 page(s) long and it was first published on : Jul 17, 2020
At Fern Fort University, we recommend Jayman Built Inc. implement a comprehensive marketing strategy focused on brand positioning, target market segmentation, and digital marketing to establish Westman Village as the premier resort-style living destination in Calgary. This strategy will leverage consumer behavior analysis, competitive analysis, and data-driven marketing to achieve sustainable growth and maximize return on investment.
2. Background
Jayman Built Inc., a leading home builder in Calgary, faces a unique opportunity with Westman Village. This new development offers resort-style amenities and a distinctive lifestyle, targeting a specific segment of the market seeking luxury and convenience. However, the company needs to effectively communicate this value proposition and differentiate Westman Village from competitors.The main protagonists are:
- Jayman Built Inc.: The home builder seeking to establish Westman Village as a successful development.
- Westman Village: The new development offering resort-style living with unique amenities.
- Target Market: Affluent individuals and families seeking a luxurious and convenient lifestyle.
3. Analysis of the Case Study
This case study can be analyzed using the following frameworks:
1. SWOT Analysis:
- Strengths: Strong brand reputation, experienced development team, unique amenities, prime location.
- Weaknesses: Lack of established brand awareness for Westman Village, limited marketing budget, potential for competition.
- Opportunities: Growing demand for luxury living, increasing disposable income in Calgary, potential for partnerships with local businesses.
- Threats: Economic downturn, rising interest rates, competition from established developers.
2. PESTEL Analysis:
- Political: Stable political environment in Calgary, government support for real estate development.
- Economic: Growing economy in Calgary, increasing demand for housing.
- Social: Growing desire for luxury and convenience, changing demographics.
- Technological: Opportunities for digital marketing and smart home technologies.
- Environmental: Sustainability considerations for construction and operations.
- Legal: Building codes and regulations, zoning restrictions.
3. Marketing Mix (4Ps):
- Product: Resort-style living with unique amenities, high-quality construction, and personalized design options.
- Price: Premium pricing strategy reflecting the value proposition and target market.
- Place: Prime location in Calgary with easy access to amenities and transportation.
- Promotion: Integrated marketing communications strategy leveraging digital channels, social media, public relations, and events.
4. Recommendations
1. Define Target Market Segmentation:
- Segment 1: Affluent empty nesters seeking a low-maintenance lifestyle with access to amenities and social activities.
- Segment 2: Young professionals and families with high disposable income seeking a luxurious and convenient living experience.
2. Develop Brand Positioning:
- Position Westman Village as the premier resort-style living destination in Calgary.
- Emphasize the unique amenities, lifestyle, and community experience offered.
- Communicate the value proposition of convenience, luxury, and exclusivity.
3. Implement Digital Marketing Strategies:
- Create a comprehensive website with high-quality visuals and interactive features.
- Develop targeted social media campaigns across relevant platforms.
- Utilize search engine optimization (SEO) and search engine marketing (SEM) to increase online visibility.
- Leverage influencer marketing to reach target audiences.
- Develop email marketing campaigns to nurture leads and build relationships.
4. Utilize Traditional Marketing Channels:
- Targeted print advertising in local publications and luxury magazines.
- Public relations campaigns to generate positive media coverage.
- Event marketing to showcase the development and engage potential buyers.
- Partnerships with local businesses to offer exclusive benefits and promotions.
5. Implement Customer Relationship Management (CRM):
- Develop a CRM system to track leads, manage customer interactions, and provide personalized experiences.
- Utilize data analytics to understand customer preferences and optimize marketing efforts.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Jayman Built Inc.'s expertise in home building and commitment to customer satisfaction align with the development of Westman Village.
- External customers and internal clients: The recommendations address the needs and aspirations of the target market while providing clear guidance for the development team.
- Competitors: The recommendations differentiate Westman Village from competitors by focusing on its unique value proposition and leveraging digital marketing strategies.
- Attractiveness: The proposed marketing strategy is expected to generate a high return on investment through increased brand awareness, lead generation, and sales.
6. Conclusion
By implementing a comprehensive marketing strategy that focuses on brand positioning, target market segmentation, and digital marketing, Jayman Built Inc. can successfully establish Westman Village as the premier resort-style living destination in Calgary. This strategy will leverage consumer behavior analysis, competitive analysis, and data-driven marketing to achieve sustainable growth and maximize return on investment.
7. Discussion
Alternative strategies include focusing solely on traditional marketing channels or relying heavily on word-of-mouth referrals. However, these options may not be as effective in reaching the target market and generating a strong return on investment.
The key assumptions of this recommendation include:
- The market for luxury living in Calgary will continue to grow.
- Digital marketing strategies will be effective in reaching the target audience.
- The company will have the resources to implement the recommended marketing plan.
8. Next Steps
The following steps should be taken to implement the recommended marketing strategy:
- Develop a detailed marketing plan with specific objectives, tactics, and timelines.
- Allocate resources and budget for marketing activities.
- Establish key performance indicators (KPIs) to track progress and measure success.
- Monitor and evaluate the effectiveness of the marketing strategy on a regular basis.
- Continuously adapt and refine the marketing strategy based on market trends and customer feedback.
By taking these steps, Jayman Built Inc. can ensure the success of Westman Village and establish it as a leading destination for resort-style living in Calgary.
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Case Description
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?
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