Kyler Builders builds 1,500-square-foot starter tract homes in the fast-growing suburbs of Houston. Land and labor are cheap, and competition among developers is fierce. The homes are "cookie-cutter," with any upgrades added by the buyer after the sale. Kyler Builders' cost per developed sublot are as follows:

Land $52,000
Construction $52,000
Landscaping $6,000
Variable marketing costs,, $3,000

Kyler Builders would like to earn a profit of 14% of the variable cost of each home sale. Similar homes offered by competing builders sell for $202,000 each.

1. Which approach to pricing should Kyler Builders emphasize? Why?
2. Will Kyler Builders be able to achieve its target profit levels? Show your computations.
3. Bathrooms and kitchens are typically the most importnat selling features of a home. Kler Builders could differentiate the homes by upgrading bathrooms and kitchens. The ypgrades would cost $20,000 per home but would enable the company to increase the selling prices by $35,000 per home (in general, kitchen and bathroom upgrades typically add at least 150% of their cost to the value of any home.) If Kyler Builders upgrades, what will the new cost-plus [rice per home be? Should the company differentiate its products in this manner? Show your analysis.