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Magex – Les temps morts en gestion immobilière

Magex: Downtime of a Quasi-Monopoly
Case 9 10 2016 007
Author : 
Languages : 
  • French,
  • English
  • Stratégie marketing,
  • Ventes,
  • Immobilier,
  • Temps morts
  • Marketing strategy,
  • Sales,
  • Real estate,
  • Idle times
Year of production : 
2015
Registration date : 
2016-08-26
Teaching notes included : 
Yes

Magex technologies, petite entreprise québécoise située dans la ville universitaire de Sherbrooke (Québec, Canada), se spécialise dans la création et la distribution de logiciels de gestion de parcs immobiliers, surtout de locations. Ses clients sont les propriétaires d’immeubles à revenu, les compagnies de gestion immobilières, ainsi que les coopératives d’habitation. Juillet et août sont des mois creux du fait que des milliers étudiants, locataires pour la plupart, quittent majoritairement les campus pour l’été. Le marché de la location tombe alors en panne sèche. Malgré son quasi-monopole à Sherbrooke, Magex se retrouve dans une situation inefficiente durant l’été. Que faire pour combler ce vide?

Magex Technologies is a small Canadian company specializing in the creation and distribution of proprietary housing management software, primarily designed for rentals. Magex’s typical customers are landlords, property management companies, and housing cooperatives. Most of the tenants of local low-cost rentals are students. July and August are poor rental months as students leave the various campuses for the summer and holidays. Users of Magex products see their rental occupancy and revenues fall significantly during these months, which means less servicing business for Magex. Despite having a quasi-monopoly in Sherbrooke, Magex finds itself in a precarious position during the summer months. What might this small business do to ensure that its resources are used to full capacity throughout the year?

Primary domain : 
Marketing
Secondary domain : 
Management  - Strategy
Sectors : 
  • Professional, scientific and technical services
Source : 
Elsewhere
Type : 
Brief case (Decision-making case)
Type of data used in the production of the case : 
Factual data that is not public wherein the identity of the company/person is disclosed
Event location : 
Sherbrooke, QC, Canada
Year of start of the event : 
Not available
Year the event ended : 
Not available
Business size : 
Micro-enterprise
  • Stratégie marketing
  • Ventes
  • Logiciels
  • Immobilier
  • Marketing strategy
  • Sales
  • Software
  • Real estate

Les étudiants de première année marketing devront développer une offre marketing. Ce cas simple vise à susciter la discussion et le recours à des idées imaginatives.

This case is suited for first-year marketing students learning to develop a marketing plan. The case is simple and is designed to generate discussion and promote imaginative ideas.

  • Stratégie marketing
  • Temps morts
  • Ventes
  • Modèle Intérêt-Action (AIDA)
  • Marketing strategy
  • Idle times
  • Sales;
  • Attention, interest, desire, and action (AIDA)