Quản lý kinh doanh xây dựng Chapter 3 MARKETING IN CONSTRUCTION BUSINESS RETAINING EXISTING CUSTOMERS IDENTIFYING PROSPECTIVE NEW ONES ATTRACTING NEW ONE TO CONSIDER ‘Selling’ is therefore alien. • In tradition: The industry reacts to clients’ wishes by tendering for work and if successful, constructs the building or provides the infrastructure. • Future: Getting their name on preferred lists so they could tender, and win contracts. • This has made the industry more conscious of the need to market and sell their services.
QUẢN LÝ KINH DOANH XÂY DỰNG TS NGUYỄN ANH THƯ CONSTRUCTION BUSINESS MANAGEMENT Chapter MARKETING IN CONSTRUCTION BUSINESS CHAPTER CONSTRUCTION BUSINESS STRATEGY & STRATEGIC PLANNING REFERENCE Chapter 5, Business Organization for Construction, Chris March, 2009, Taylor & Francis Chapter 6, Construction Business Management, Nick B Ganaway, 2006, Elservier Ltd MARKETING FOR CONSTRUCTION Marketing plays a key role in the strategic planning process BASIC COMPONENTS OF BUSINESS DEVELOPMENT MARKETING SALES MARKETING FOR CONSTRUCTION RETAINING EXISTING CUSTOMERS IDENTIFYING PROSPECTIVE NEW ONES ATTRACTING NEW ONE TO CONSIDER MARKETING FOR CONSTRUCTION MARKET RESEARCH ADVERTISING PUPLIC RELATIONS MARKETING FOR CONSTRUCTION Business Development Process for Construction Services (Nick B Ganaway, 2006) MARKETING FOR CONSTRUCTION • ‘Selling’ is therefore alien • In tradition: The industry reacts to clients’ wishes by tendering for work and if successful, constructs the building or provides the infrastructure • Future: Getting their name on preferred lists so they could tender, and win contracts • This has made the industry more conscious of the need to market and sell their services MARKETING FOR CONSTRUCTION • Make your company known and give them reasons to business with you • Start: what construction market you’re going to pursue, and learn it inside out • Specialization allows you to more quickly become known for the work you MARKETING FOR CONSTRUCTION • Build marketing program around your strengths • Convince customer that “This is the contractor who can give me exactly what I need.” • If start with no history to show your prospect, take heart • Remember, at one time, every contractor had zero projects under his belt .. .CHAPTER CONSTRUCTION BUSINESS STRATEGY & STRATEGIC PLANNING REFERENCE Chapter 5, Business Organization for Construction, Chris March, 2009, Taylor & Francis Chapter 6, Construction Business Management, ... Introduction Qualitative models - Executive judgment - Market research -Survey of sales force -Delphi method Sales Growth Maturity Quantitative models - Time series analysis - Regression analysis Time... Customer (Chris March, 2009) Forecasting • Predict the next number in the pattern: a) 3. 7, 3. 7, 3. 7, 3. 7, 3. 7, ? b) 2.5, 4.5, 6.5, 8.5, 10.5, ? c) 5.0, 7.5, 6.0, 4.5, 7.0, 9.5, 8.0, 6.5, ? Forecasting