This case study is based upon an independent French Estate Agency in Calvados.The agency has traditionally concentrated much of its efforts on the UK client seeking a second home in France. Negative indicators on this sector are starting to appear though - particularly the stabilising/slow down of UK house price inflation, which has created the equity with which to borrow money for house purchase abroad.
At the same time French house prices have risen at record rates over the past few years. The agency has decided therefore to review its mix of clients and product portfolio.
The material is presented in the form of a consultancy briefing document and is entended to be used as THE BASIS OF A STUDENT PROJECT, rather than for class discussion. This could, for example, result in the production of a marketing plan or a component of one. The case is suitable for business studies students undertaking part of their course in English and taking modules in Marketing Strategy or Marketing planning on assignment-driven programmes.