Competition Analysis the Lennar Corporation Thesis

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They did not seek a partner or an acquisition (Schoolcraft, 2007). As of yet, however, they have not made an entrance into the Atlanta market, as their move came at the outset of the economic downturn.

The Atlanta situation exemplifies a shift in Lennar's approach. For much of the past, the company had relied heavily on joint ventures as a means to enter new markets, in part to mitigate the risks and in part to reduce the cost of entering the new markets. However, the financial crisis has left some of their partners unable or unwilling to meet obligations. As a result, Lennar was forced to writedown many of these ventures, and shifted their focus towards a more secular growth model (2008 Lennar Corporation Annual Report).

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The Lennar Corporation operates is 57 markets around the country (Lennar.com, 2009). They have used a number of different market entry strategies to fuel this growth. In recent years, the company has relied on both acquisitions and joint ventures. The latter played a prominent role in the past decade, as the firm used JVs to reduce their risk and increase the amount of expansion they could undertake. However, having experienced substantial writedowns as a result of the economic downturn and the failure of partners to live up to their obligations, Lennar is now moving towards secular growth, as evidenced by the Atlanta strategy they had undertaken prior to the onset of the major financial crisis.

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