Marketing Management

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Marketing Management


"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." (Jepson
& Nicholson, 1972: p.1) 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. The objective
of this assignment is fourfold, firstly the company’s approach to marketing
management will be documented this will then be related to marketing management
theory Then by analysing data collected through research the effectiveness of
the strategy will be discussed. Finally using marketing management theory as a
foundation recommendations will be made to identify where the initial strategy
could be improved in order to promote future business development and success,
in line with the strategic mission of the company. The organisation in question
has strong foundations, since it’s incorporation in the mid fifties turnover
has grown in line with inflation. In 1984 the Company was purchased by the son
of the original managing director, he took up the role of new managing director.
By the beginning of the 1990’s it became apparent that the company had reached
a stage where it was no longer a small "hands-on" enterprise. 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 priva...

The complete article is about 4870 words and 19.48 pages long.

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