Linda Construction Company’s Decision on Expanding Its Product Mix

Authors
Michelle DeMoss, Benjamin D. Goss
Region
North America
Topic
Strategy & General Management
Marketing & Sales
Length
9 pages
Keywords
corporate social responsibility
sustainability marketing
product mix opportunities
Breakeven Analysis
CSR
Copyright Holder
Journal of Case Studies
Student Price
$4.00
Target Audience
Undergraduate Students

In this decision case, Gary Olnowich, vice president of operations at Linda Construction Company (LCC), considers a proposal from one of LCC’s biggest contractors for LCC to add a new division of new-construction waste removal. The case describes LCC’s current product strategies and how the proposed venture might impact LCC’s existing, regionally renowned remodeling and demolition services. Provided case data includes annual values of region-specific private nonresidential construction, annual revenues by division for LCC, and a breakdown of costs for LCC’s potential new venture in new construction waste management.

Learning Outcomes
  1. Apply concepts of ethics, green marketing management, corporate social responsibility (CSR), and sustainability to determine classifications of sustainable marketers as defined by “Brand Ethos & Sustainability Marketing Values.” 
  2. Develop strategic dimensions of success using the Whole-System Perspective. 
  3. Utilizing strategic dimensions of success, judge organizational strategic choices based on Triple Bottom Line and Hedgehog Concept principles and a breakeven analysis.