Case Study in Strategic Marketing

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CASE STUDY: REALTY WORLD Realty World is a full-service real estate agency. The company employs a broker, a receptionist, a bookkeeper, and a rental administrator. All sales agents are independent contractors who are paid on commission. The company (broker) earns 1% of all sales. Real estate commissions average 6% of selling price. Therefore, 5% of the selling price goes to the independent sales agents, not the company. In addition, the company generates income through a residential cleaning service. Last year, the company earned $25,000 through the cleaning service. Last year, agents in the company sold a total of $10million in commercial real estate and sold an average of five residential transactions each month with an average transaction price of $500,000. Property management is labor intensive and requires a full-time administrator. It is difficult to manage property for absentee owners. However, the company generated nearly $5,000 per month in residential rental fees and another $10,000 per month in substantial commercial property management contracts. The commercial property management required sub-contracting of cleaning, maintenance and landscaping services that averaged $5,000 per month. Level 1: Qualitative Questions 1. How would you define or identify the company’s Strategic Business Units (SBUs)? Answers will vary: residential sales, commercial sales, residential rentals, commercial property management, and cleaning service. 2. Using “revenues generated” and “potential for growth” as two variables, prepare a BCG matrix for Realty World. Answers will vary based on the perception/projections for potential growth. Students should be prepared to defend or support why they placed an SBU in the chosen quadrant. 3. Assuming that Realty World is located in your city, develop a SWOT analysis for Realty World using current news

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