Strategic marketing in construction industry

Weng, Christopher, Chwee, Chee (1992) Strategic marketing in construction industry The University of Queensland:

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Author Weng, Christopher, Chwee, Chee
Title of report Strategic marketing in construction industry
Formatted title


Publication date 1992
Place of publication The University of Queensland
Total pages 143
Subjects 1503 Business and Management
Formatted abstract
The non residential building and engineering construction industry has experienced significant changes over the last two decades. These changes have affected both the private and public sector enterprises as customers and the construction firms. The changes can be attributed to macro and micro environmental factors. The needs of customers change. The construction firm has to develop both strategic and marketing strategies to satisfy such needs and at the same time also meet its organisational goals. This research report investigates the concept of strategic marketing as a process in which construction firms can adequately formulate and select strategies to meet and satisfy the changing needs of customers in a proactive way. It considers the use of the different project delivery systems as project strategies in the strategic marketing process.

The report consists of literature search on the concept of strategic marketing and the generic competitive strategies. The report follows the strategic marketing process model construct as a means to identify the significant impact of macro and micro environmental effects on the construction industry and the consequent marketing strategy formulation and strategy selection. A questionnaire survey was used to conduct a search on the utilisation trend of the different delivery systems and the cause for such trend. This is to correlate and interprete the use of different delivery systems with strategic market changes. The interpretation is provided in both strategic and marketing terms.

The report draws conclusions and recommendations about the construction firms need for strategic marketing process in order to market and compete proactively. The research also conclude about the strategic application and the strengths and weaknesesses of the different delivery systems.


Document type: Research Report
Collection: MBA reports
 
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Created: Mon, 13 Dec 2010, 13:05:28 EST by Ning Jing on behalf of The University of Queensland Library