What are Living Homes? They are factory created homes that are warm, friendly, affordable and environmentally friendly. Living Homes work on increasing the efficiency in which buildings and their sites use energy water and materials and thereby limiting pollutants. The construction of these houses are done in a manner that are efficient and do not create waste. This is a direct contrast to normal houses which are created with much waste, inefficient use of energy, and are not environmentally friendly. The energy efficiency of Living Homes is a big draw because these types of houses have better air quality inside. Living Homes targets hubs for “cultural creatives”. Cultural Creatives are people who enjoy well designed things as well as energy efficiency and recycling, or going green. The author also stated that this group of people could be found in areas with whole foods. There are a wealth of cultural creative in America. Although there will be consumers for this product, there are competitors for this product. Kaufman designs and Radziner are two competing producers in this eco friendly, energy-efficient, factory made houses however there is no clear dominating company in this niche. Do Living Homes have any social responsibility to America and the nation’s economy? This question is relevant because if it becomes more popular then there might be more ramifications on society and the economy. This business would eliminate the jobs of workers who would be constructing the house so this might affect the economy of the business takes hold. This would be one less job that low-skilled workers would be able to have. What else should Living Homes be doing? At present they are selling in Southern California, but he wants to expand to San Francisco, Raleigh, Portland and basically places with Whole foods. Their target consumers are the cultural creatives, so he must create factories where there are many people that can be identified like this. Areas of high gentrification, such as the Washington, DC metropolitan area might be places of interest. They should also focus on advertising so more cultural creative will be aware from this housing option. It would also be beneficial for them to take their business international. China in particular would be a great place to create another factory because their society is more energy efficient, so this home might capture the interest of many people already passionate about this energy and environmental efficiency. Canada would also be a great place to expand to because of their current eco revolution. In addition to different regions, Living Homes could create office/commercial buildings to increase their market. Living Homes must also consider the context of the time when they are attempting to sell these homes. America is currently in a housing crisis which would greatly affect the business. They must remember that the rather expensive up front price might turn off some potential buyers. Advertisers must therefore make sure consumers are aware that because of the house’s efficiency, they will save far much more money in the long run. The rainwater harvesting system because it might not be relevant in a dry place might turn off some potential buyers? Perhaps Living Homes could create a different type of house for places in dry regions, or have one without the harvesting system. Critics believe that Living Homes might have to sacrifice environmentally friendly buildings, great design, or affordability to create a greater profit. It is essentially that the company not compromises the environmentally friendly nature of the product because that is at the base of the idea of the house. Perhaps they might raise the price slightly to have a great design to make more profit. In order to appeal to their target crowd, the cultural creative, it is essential that all of these qualities are still part of it.
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