It's not at all clear that what you're asking for is really what you want, but here goes:
all:
ifeq ($(BUILD_ENV),development)
all: clean-dev
else
all: clean-other
endif
clean-dev:
@echo running $@, doing something
clean-other:
@echo running $@, doing something else
If you run make BUILD_ENV=development
, you'll get something; if you run make
or make BUILD_ENV=production
you'll get something else.