Strategic Construction Industry

By

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

Background of study1

Rationale and significance1

Aims and objectives2

Research Questions or hypotheses2

Signposting2

Direct Marketing3

Types of Direct Marketing6

Email Marketing6

Online Tools6

Telemarketing7

Direct Mail7

Mobile8

Importance of Direct Marketing8

Aims of Direct Marketing9

Direct Marketing in The construction industry9

CHAPTER 3: METHODOLOGY11

Research Methodology11

Rational for Methodology11

Data collection method11

Ethical issues12

Limitations13

Company Profile: Balfour Beatty13

Operations14

REFERENCE15

CHAPTER 1: INTRODUCTION

Background of study

In today's competitive world, businesses that want to sustain need to pay great attentions towards developing their marketing strategy. In creating a strong marketing strategy, they also need to focus on their direct and interactive marketing strategy as this strategy brings them directly in contact with their customers. Firstly, these methods have a significant potential in improving the sales and marketing performance in the construction industry. Secondly, these methods provide the marketers an idea for influencing and predicting customers' behaviour in future.

The pioneer of direct marketing which is also known as interactive marketing, Aaron Ward, knew that by the use of various techniques for directly selling the products to the customers at prices that appealing to them, can bring a revolution in the market if used in an effective and efficient manner. Thus, this concept needs to be used in an innovative style for attracting customers, increasing customer satisfaction and creating customer loyalty. With the help of interacting with customers directly, through marketing your products directly to them and removing the middle man can greatly help in building a string relationship with your customers.

Rationale and significance

With a continuous rise in the competition around the world, the companies in the construction industry also face huge amount of competition. To stay in the competition, these companies need to focus on building a strong relationship with customers and maintain their customer's loyalty. Keeping this factor in mind, this research will help in understanding the importance of direct marketing and interactive marketing. It will also help in understanding how direct marketing can play a vital role in developing customer loyalty and how in turn it affects the entire market.

This research will also help the marketers in developing various strategies for attracting more customers and developing innovative ideas for direct marketing. This research will also help entrepreneurs to develop good relationship with their customers.

Aims and objectives

This research will analyze how direct and interactive marketing helps in developing customer relationship. The objective of this study is to understand the importance and role played by the direct marketing in increasing and enhancing customer loyalty.

Research Questions or hypotheses

The research will answer following research questions:

What are the benefits of Direct Marketing?

How marketers can enhance direct and interactive marketing?

What role is played by direct marketing in building customer relationship?

Signposting

My research topic is “Strategic The construction industry”. I would talk about “Direct and Interactive Marketing” and “how direct and interactive marketing can build customer relationship.”

CHAPTER 2: LITERATURE REVIEW

Direct Marketing

Direct marketing is communication through certain means introduces the possibility of provoking a reaction. Direct marketing has two objectives:

Win customers and build loyalty to them. For its part, the goal of customer loyalty may be directed to repeat the ...