This assignment is to be completed individually.
Please carefully review and follow these instructions.
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• For in-text citations, please use either APA or MLA or another formal style. Information about the citation format can be found on the Internet (e.g., Google Scholar, etc.). A minimum of 10 research references required.
• Page Length: 5 – 8 pages, single-spaced (including any charts; excluding cover and references page). There must be a minimum of full 5 pages.
• A separate cover page is required.
• Please embed any charts/figures sourced from the Internet in the body of the paper and not in an appendix.
• Use figure numbers and titles. Please make sure that the chart/figure is legible. • Use page numbers.
• Students are required to meet the Turnitin threshold of 20% match or less (see syllabus for details). Turnitin is already integrated in Canvas, and it would show the match percentage after the paper is uploaded. Sometimes the application may take some time to process the score. If that happens, you should log out of Canvas and log back a short while later.
• Please answer each question separately (see answer format instructions). You can simply list the question number and then type your answer. You don’t have to restate the entire question.
• Please use additional research (beyond what is provided with the assignment) to support your answers.
• Please research that is available free of charge and do not pay for any data or articles, etc.
• Unless otherwise, all assignments will be due on the dates listed in the syllabus. Make-ups or extensions will only be given for excuses supported by documentation.
This activity relates to material covered in Modules 1 & 2. Please leverage relevant information from various modules as well as the textbook to help you develop answers to activity questions.
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Key Learning Objectives:
1. Demonstrate comprehension of core marketing concepts.
2. Apply knowledge of key marketing theoretical frameworks to actual business situations.
3. Demonstrate business/market research, analysis, and presentation skills. This activity pertains to Lennar Corporation, a leading home builder in the US.
“Lennar Corporation, founded in 1954, is one of the nation’s leading builders of quality homes for all generations. Lennar builds affordable, move-up and active adult homes primarily under the Lennar brand name. Lennar’s Financial Services segment provides mortgage financing, title and closing services primarily for buyers of Lennar’s homes and, through LMF Commercial, originates mortgage loans secured primarily by commercial real estate properties throughout the United States. Lennar’s Multifamily segment is a nationwide developer of high-quality multifamily rental properties. LENX drives Lennar’s technology, innovation and strategic investments. For more information about Lennar, please visit www.lennar.com. (Source: Lennar)
Related URLs:
1. Lennar Corporation Website
2. Lennar – Investor Relations Site
3. National Association of Home Builders
4. National Association of Realtors – Housing Statistics
5. Bankrate Article on Housing Trends
6. Zillow Data on Housing
In addition to the above URLs, you must conduct additional research to develop a deeper understanding of the company and overall industry.
In-text citations are required for all questions that have a research component.
Q.1. (a) List and explain in detail 3 strengths and 3 weaknesses for Lennar Corporation. You must have one passage each for each strength and weakness. Use research to support your answer. (20 points)
(b) Are any of Lennar Corporation’s competitive advantages sustainable? If so, under what set of conditions? If not, why not? Justify your answer. (10 points)
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Hint: Strengths and weaknesses are internal to the organization and are relative to others in the marketplace.
Answer Format: Use headings and sub-headings for each part. For instance, the main heading could be Strengths, followed by a sub-heading for each strength (e.g., Strength 1, followed by an explanation.
Q.2. (a) Analyze the impact of the following macro-environment forces on the US housing market (single-family and multifamily housing) the next 12-24 months. Use research to support your answer (50 points)
a) social/cultural factors
b) competitive factors
c) economic factors
d) technological factors
e) political/legal factors
(b) Will the impact be positive or negative on Lennar Corporation and why? (10 points)
Answer Format (part a): Use headings to separate your answer for each of the above listed segments (single and multifamily). Then use sub-headings for each of the above macro-environment forces Each sub-heading should be followed by an explanation.
For part (b), use a table/matrix which lists the factor, identifies the impact, and offers a brief rationale for the rating.
Q.3. (a) Identify and explain 5 key evaluation criteria a new single-family home buyer is likely to use in selecting a home builder (to buy the house from)? Use research to support your answer. (15 points)
(b) How does Lennar Corporation rank on each of these criteria, and why? (Excellent, Good, Fair, Poor)? (5 points)
(c) Identify and briefly explain three evaluation criteria that realtors are most likely to use when deciding to list and sell homes for builders (such as Toll Brothers, Lennar, etc.). (15 points)
Answer Format: Use headings to separate your answer for each part of the question. For part (a), list each criterion using a heading followed by an explanation of why that criterion is likely to be important to the consumer.
For part (b), develop a table/matrix which lists the criteria, your rating, and a brief explanation of the rationale behind the rating.
Q.4. Which of the following strategy/strategies (see Porter’s Generic Strategies below) would you recommend that Lennar Corporation undertake over the next 12-24 months?
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How should the strategy be carried out or implemented? Explain your answer. List any assumptions and risks which you considered in developing your recommendation. (25 points)
Porter’s Generic Strategies (see below)
▪ Overall Cost Leadership
▪ Differentiation
▪ Focus
Answer Format: Use a heading to identify the strategy/strategies followed by an explanation of the rationale behind selecting the strategy/strategies. Next, explain strategy implementation followed by a discussion of assumptions/risks. Your research should drive the answer to whether the company should use a single or multiple strategies