Abstract
This management consulting case study on adaptive marketing during COVID-19 in the real estate industry focuses on the overvaluation of housing utilizing horizontal diversification changes across demographics. Horizontal diversification is described as adding new products to an existing brand that targets existing consumers. The management consultants engaged in an action research analysis of Moreso Real Estate during COVID-19 as the organization seeks to discover innovative ways to penetrate the real estate market. Although COVID-19 still poses many challenges for businesses, this organizational development action research seeks to uncover practices in which businesses still face questions of how to meet the demand of the market. The management consulting organizational development framework utilized include the Ansoff Matrix and Balanced Scorecard Model. The intent is to influence the world of practice by providing viable strategies and recommendations from a real-world perspective.
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