MANAGING MARKETING

Managing Marketing



Managing Marketing

Introduction

Marketing ideas have made singularly little penetration into the centres of influence of the construction industry. To some extent this follows from the character of the industry as an agglomeration of service organisations, not without structural relationship to one another, but serving a clientele from which individuals seek service very infrequently. Although times have and are changing the above statement despite being written over twenty five years ago is still to some extent very true. The subject of this assignment is a construction firm that has recently designed and implemented a marketing management strategy.

Contribution Of Marketing Principles And Practices

The level of turnover and number of employees had increased at such a rate that the organisation now employed a sizeable management team. All with an experienced technical background in the fields of surveying, estimating or site management and who had either progressed through the ranks of this firm or other organisations of a similar size and nature. The company was at the time of the initial implementation of this initiative inexperienced in marketing management and strategy. However, the senior personnel realised the company had reached a stage where future business growth wasn't just going to come from hard work, doing the job well and relying on a good reputation. The view was taken that it was necessary to pursue new ventures to bring about growth and development. The Company has a large contracting portfolio with contracts completed for public and private clients in the commercial and industrial sectors.

The reason for a firm of this size carrying out such a wide range of activities is largely based on the belief that in such a competitive industry as construction it has been necessary to take on whatever type of work was available in order to maintain a consistent order book. In developing the company's marketing management strategy numerous workshops were held, attending these were the company directors and two senior managers. Information on the company was gained from interviews with the persons attending these workshops. There are many reasons for running a business, this company wanted to be clear on why it wanted to improve or introduce the marketing effort so that appropriate goals can be set.

The development of the mission statement was the start of the company's marketing management initiative. The company's overall objective in the eye's of the leaders was defined. It was thought the development of a mission statement would provide the foundation needed. Perhaps the implementation of a mission statement doesn't have a direct link to the theory of marketing management however it's place in the overall field of strategy is illustrated below.

Coherent Marketing Mix Proposals For A Range Of Marketing Opportunities

This way of thinking doesn't have a direct link to marketing management theory but can be proved to be a form of market segmentation. For the construction industry the application of marketing theory in order to segment the market is not directly appropriate, but it can be applied in the ...