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Green Acres Sustainable Community
Sumter County, Florida
Marketing Plan
December 8, 2007
Team PACK
Lee Harrop Stephen MacDonald
Margot Meeker Nuru Mugambi
Sri Kidambi Jason Rexroat
Rebekah Youngers
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
SITUATION ANALYSIS 2
The Housing Market
Green Building and Energy Efficiency Trends
Overview and History of Solar Energy
Solar Module Pricing and Manufacturers
Limitations of Solar Energy
The Target Market for Beazer’s Solar Strategies
Beazer’s Competition
STRATEGIC IMPLICATIONS & SWOT ANALYSIS 10
MARKETING OBJECTIVES 12
New Home Sales
Consumer Branding
Product Description
Product Characteristics
Product Pricing
MARKETING CAMPAIGN 14
MEASUREMENT 17
BUDGET 18
APPENDIX 19
EXECUTIVE SUMMARY
Beazer is recognized as an environmentally-responsible builder, receiving numerous “green” awards for the company’s SMARTDESIGN™ that maximizes energy efficiency. Beazer will leverage this SMARTDESIGN credibility to launch a new marketing strategy, SMARTEnergy™, which introduces a sustainable element – through solar energy – to Beazer’s expertly-designed homes.
Green Acres is Beazer’s new 100-home single-family residential community. The community, which will introduce SMARTEnergy, will be located in Sumter County, Florida (near Orlando).
The combination of Bea ...