Abstract

The caselet gives an overview of the housing market in the US. It talks about Pulte Homes, a leading home builder in the US. In 2001, Pulte Homes acquired Del Webb, the market leader in ‘active adult communities’ homebuilding segment. The caselet provides details about Del Webb’s segmentation of the housing market, with a focus on the adult segment. Finally, it examines various service offerings of Del Webb catering to various segments of ‘active adult communities’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Housing market in USA
• Prominence of baby boomers as a market segment
• ‘Active Adult communities’
• and Segmentation in services marketing

Keywords

Housing Market, Active Adult Community, Pulte Homes, Home Builders, Del Webb, Segmentation, Customer Needs, Sun City, Age-Restricted Communities, Baby Boomers, Sun City Grand, Country Club Lifestyle, Solera, Positioning, Corte Bella, Anthem