Role of Marketing in Construction

Powerful Essays
Table of Contents
Introduction 3
Role of marketing Within the Construction Industry marketing 5
Basic Marketing 5
Specific Marketing Mechanism 6
Marketing strategies and policies for construction Projects 7
Knowledge Transfer Partnership 7
PEST Analyses 7
SWOT Analysis 9
Strengths and Weaknesses 9
Threats 10
Opportunities 10
Marketing mix 11
Relationship marketing 11
Place and significant of marketing within project management 12
The extent to which marketing is beneficial for the different stakeholders within the whole construction supply chain 14
The extent to which marketing is beneficial for the different stakeholders within the whole construction supply chain 14
How Marketing might be improved in the Construction industry 17
References 19

Introduction

The movement of materials as they flow from their source to the end customer is called supply chain. Supply Chain includes purchasing, manufacturing, warehousing, transportation, customer service; demand planning, supply planning and Supply Chain management. It is made up of the people, activities, information and resources involved in moving a product from its supplier to customer.
UK construction industry includes a lot of these supply chains. To manage and develop such industry, some strategies need to be used. All the members of supply chain have to work together in order to achieve the goals set out by industry. A logical approach is to identify a need, evaluate the scale of the need and the likelihood of satisfying it at profit, plan how demand can be satisfied and implement the plan is called marketing.
This is one of the strategies that companies use in a every day running of their company.
In 1990 report introduced by Morgan & Morgan, they concluded that marketing within construction industry is still a new concept, as well as Morgan & Burnicle (1991) mentioned that UK construction has been very slow in regard of adopting the require marketing mechanisms. Large numbers of



References: Agrawal, A. (2001) University-to-industry knowledge transfer: literature review and unanswered questions. International Journal of Management Reviews, 3(4). Bell, R (1981) Marketing and the Larger Construction Firm. Occassional Paper No. 22, Chartered Institute of Building, UK. Christopher P, Krisen M. and Paul S. (2003); “Construction Business Development-Meeting New Challenges Seeking Opportunity”; Elsevier, Butterworth Heinemann. CITB (2000) Managing profitable construction: the skills profile, Construction Industry Training Board Research, July. DTI (2005) Knowledge Transfer Partnerships Annual Report 2004/05: Succeeding through innovation, DTI/Pub 7864/10K/09/05/NP. Fellows, R and Langford, D (1993) Marketing and the Construction Client. The Chartered Institute of Building, London. Harold K. (2009) “Project Management- a system approach to planning, scheduling and controlling” ; 10th Edition; John Wiley & Sons Inc. KTP (2004) Handbook: Managing Knowledge Transfer Partnerships, Vol. 2.Construction Marketing – A Knowledge Transfer Partnership Case Study 7 Margaret B Roy M. (April 2002) “International Journal of Construction”; Oxford Brookes university. S Skitmore, Martin and Smyth, Hedley(2007) “Pricing construction work: a marketing viewpoint”, Construction Management and Economics, 25: 6, 619 — 630 Stewart, R.A Winter C and Preece C. N.(2000 ) Relationship marketing between specialist subcontractors and main contractors - comparing UK and German practice. International Journal for Construction Marketing, 2(1). Wood, G.D. (2005) Partnering practice in the relationship between clients and main contractors, RICS Research paper series, 5 (2).

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