Publications
Publications
- January 1992 (Revised March 1993)
- HBS Case Collection
Maison Bouygues
By: John A. Quelch
Abstract
The vice president of marketing is reviewing the 1991 marketing plan and budget for Maison Bouygues, the leading builder of new single family homes in France. Due to recession, the company's sales are forecast to be flat and adjustments may need to be made in the marketing and selling mix.
Keywords
Housing; Marketing Strategy; Forecasting and Prediction; Brands and Branding; Construction Industry; France
Citation
Quelch, John A. "Maison Bouygues." Harvard Business School Case 592-059, January 1992. (Revised March 1993.)