Munroe Homes Incorporated: The Creekside Estates Opportunity

Description

In December 2022, Jack Munroe, president of Munroe Homes Ltd. (Munroe), is trying to determine if his firm should take on a new development called Creekside Estates near Caledon Village, Ontario. Munroe began as a builder of modest homes on a large scale; the Creekside Estates opportunity involved developing high-end custom homes. Jack’s decision will have a significant effect on Munroe’s future strategy. Munroe can stay within its comfort zone and continue building large numbers of entry-level or mid-level homes or the company can choose to move into the high-end custom home segment. Jack needs to consider what changes will be necessary to position the Creekside Estates opportunity for success.

Learning Objective

This case can be used as an introduction to operations strategy for executive education, master of business administration, and undergraduate students. The Munroe case introduces students to the real estate development industry and the challenges that builders face. After working through the case and assignment questions, students will be able to do the following: Map out the many steps required to bring a development project to completion. Assess the differences between developing tract versus semi-custom versus custom homes.

Keywords

Customer Segmentation focused factory Real estate