Importance of Market Study

Topics: Marketing, Civil engineering, Research Pages: 8 (1895 words) Published: August 12, 2013
An Analysis of Marketing for Small and Medium-sized Civil Engineering Companies

Teemu T Salmela
May 2004

DECLARATION

This work has not previously been accepted in substance for any degree and is not being concurrently submitted in candidate for any degree.

Signed……………………………………………………………. (candidate) Date……………………………………………………………….

STATEMENT 1

This dissertation is being submitted in particular fulfilment of the requirements for the degree of MBA.

Signed……………………………………………………………. (candidate) Date……………………………………………………………….

STATEMENT 2

This dissertation is the result of my own independent work/investigation, except where otherwise stated.

Other sources are acknowledged by footnotes giving explicit references. A bibliography is appended.

Signed……………………………………………………………. (candidate) Date……………………………………………………………….

STATEMENT 3

I hereby give consent for my dissertation, if accepted, to be available for photocopying and for interlibrary loan, and for the title and summary to be made available to outside organisations.

Signed……………………………………………………………. (candidate) Date……………………………………………………………….

Acknowledgements

I wish to acknowledge and thank my wife for her support and help in doing this dissertation as well as the whole MBA-program.

I also want to express my gratitude to the staff of the Häme Polytechnic and the Swansea Institute, particularly Mr Stephen Griffiths for supervising the research project.

Special acknowledgements to my former employer Draka NK Cables for funding this research and especially to Mr Ismo Ailio who recommended an MBA-program to me.

Tarvasjoki, 15th of May 2004, Teemu Salmela

TABLE OF CONTENTS

LIST OF TABLES6
LIST OF FIGURES6
ABSTRACT7
1INTRODUCTION8
1.1Definitions and Limitations8
1.1.1Marketing8
1.1.2Civil Engineering9
1.1.3Small and Medium-sized Enterprises10
1.1.4The area of South-West Finland11
1.2Business Environment of the Small Civil Engineering Enterprises12 1.3Research Rationale16
1.4Aims of the Research18
1.5Objectives of the Research18
2REVIEW OF LITERATURE19
2.1Introduction to Relevant Literature19
2.2Marketing of SMEs19
2.2.1The Importance and Benefits of Marketing to SMEs19
2.2.2Conditions and Problems in SME Marketing21
2.2.3Networks and Relationship Marketing23
2.3Business to Business Marketing26
2.3.1Business Buyer Behaviour26
2.3.2Service, Distribution and Relationships in B2B Markets28 2.4Marketing of the Civil Engineering Business30
2.4.1Supply Chain Relationship in Civil Engineering Business31 2.4.2Partnership, Relationship Marketing and Strategic Alliances32 2.4.3Price and Service Marketing35
2.5Conclusion38

3METHODOLOGY42
3.1Research Rationale42
3.2Aims and Objectives of the Research42
3.3Chosen Methodology42
3.4Justification of Methods43
3.5Survey Technique45
3.6Sampling Framework47
3.7The Timescale of the Research48
3.8Pre-testing and Piloting49
3.9Question Analysis49
4ANALYSIS OF THE INTERVIEW RESULTS52
4.1Question 1: The Role of Service or Product.52
4.2Question 2: Different Priorities of Tendering for a Contract.53 4.3Question 3: Planning of Marketing and Strategies, Market Research54 4.4Question 4: Relationships, Networks, Alliances and Partnership.56 4.5Question 5: Supply Chain Relationships57

4.6Question 6: Civil Engineering Marketing58
4.7Question 7: Manager’s Personal Characters and Decision Making59 4.8Small Scale Questionnaire.60
4.9Other Interesting Observations Brought Up by the Interviews62 5CONCLUSIONS AND RECOMMENDATIONS64
5.1Limitations of the Study64
5.2Conclusion66
5.3Recommendations71
5.4Recommendations for Further Research72

BIBLIOGRAPHY74
APPENDICES83
Appendix 1, Profile of the Sample83
Appendix 2, Question Frame and Permission for Recording84
Appendix 3, Simple Questionnaire about Marketing Mix Features86...

Bibliography: ´Marketing is a societal process by which individuals and groups obtain what they need and want through creating and freely exchanging products and services of value with others` (Kotler, 2000, p. 8).
´Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably` (United Kingdom Chartered Institute of Marketing (CIM), 2003).

Source: RT, 2004
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