Construction strategy articles
This section contains ideas, thoughts and advice to help with your strategy and its implementation, it also covers sustainability.
Let me start with an example. My agency, Competitive Advantage Consultancy, is currently working with a client who is new to the specification sales process. Stage One was to analyse their target markets using a project leads system such as Glenigan. This allowed us to identify the top clients, architects and contractors operating in each sector, and how they work together.
First published April 2012, RIBA Insight Monthly Bulletin
Construction facing worst decline for more than 30 years’ were the headlines following the Construction Products Association's (CPA) latest forecast. The CPA don't expect construction growth until 2014 highlighting the need for companies to adopt a focused approach, rather than rushing after every opportunity they see.
First published November 2011, RIBA Insight Monthly Bulletin
As the government moves to introduce BIM and encourage a team approach to construction, Michael Latham must be pleased to know that his recommendations are being adopted a mere 17 years after he made them.
First published August 2011, RIBA Insight Monthly Bulletin
The government is committed to the Green Deal, but to achieve take-up a marketing approach is needed to inform and motivate the home owner. This needs to focus on real benefits and avoid the jargon sometimes associated with sustainability. Many companies in the construction sector are still not preparing for this
In the last CIMCIG report “The Commercial Value of Sustainability” highlighted the opportunities of sustainability for the construction industry. Since then we have seen much progress, most recently with the publishing of the Government’s response to the IGT Low Carbon Construction report and last year’s announcement of the Green Deal. All of which represent opportunities for the construction industry. However CIMCIG remain concerned that the construction industry is not preparing itself to fully exploit this opportunity.
First published August 2011, CN Plus
In difficult economic times it is tempting for marketers to keep their head down and focus on immediate challenges, but there will be a future and it needs planning now.
First published August 2011, CN Plus
While the construction industry press continues to publish warnings of doom and gloom for the industry a recent report - 2021 Vision: The Future of the Electrical Contracting Industry shows that there are plenty of opportunities for the electrical contractor.
First published July 2011, ECA Today
The internet has revolutionised the way we make purchase decisions, Chris Ashworth Explains.
First published April 2011, by AIS Interior Insight
Every time a plan is hatched to produce a grand piece of technical literature, it’s invariably followed by an equally grand debate; do we need it, can we make it thinner, should we print fewer copies, wouldn’t it be cheaper to rely instead on users downloading it from the Web? Well, latest research conducted by Competitive Advantage suggest that there’s still a need for hardcopy literature, although the trend towards PDF (portable document format) is increasing.
First published April 2011, by RIBA Insight
The recent high profile collapse of Connaught, acts as a reminder that a policy of lowest price is a dangerous one. If your company has the lowest cost it might be successful, otherwise you are courting disaster. With today’s tough market conditions there will be many companies who have priced and won work on unsustainable margins and as they finish these jobs they, like Connaught, will be finding that they have suffered damaging losses.
First Published November 2010, by AIS Interior Insight
It’s all very confusing at the moment – government statistics say construction output grew by more than 6% in quarter 2 but the CPA says construction workload has fallen over the same time period. So which part of the roller coaster are you on? My own impression is that things are a little better but it’s still tough. There might be more enquiries coming in, but you will have to do something special to stand any chance of winning. And yes that does mean price – but not just price.
First Published August 2010, Construction News Plus
Segmentation allows you to group together customers with similar characteristics or requirements, so that you can develop a targeted and focus approach. Chris Ashworth explains how to use this approach to promote sustainability.
July 2010
Protecting prices is all about demonstrating value. In the construction industry this can take a variety of forms. Although the construction industry is not glamorous it is responsible for 9% of UK GDP and has a very complex decision making unit (DMU), hence a marketing challenge. Although very cost focused, the industry does buy on value and recognises that a more expensive product can often deliver value, in terms of greater speed of installation, lower building operating costs or longer building lifetime.
First Published June 2010, The Marketer
To succeed, companies either need to be the lowest cost supplier in the market or differentiate themselves by adding value. In good times this allows you to charge a small price premium, in tough times you may not be able to increase your price, but offering value will increase your chances of winning work.
First Published March 2010, AIS Interiors Insights
Many companies devote much time and resource to create and issue monthly financial accounts, reviewing expenditure. While this is important, it equates to looking into the rear view mirror while driving. As any motorist will tell you, looking ahead is much more important.
First Published: 4th September 2009, Construction News Plus
It's classic marketing speak "strengthen your market position through differentiation" but what does it mean and how do you do it?
First Published: 14th August 2009, Construction News Plus
Anyone new to the construction industry must find it extremely complicated – PFI, RMI, QS, BREEAM, MMC, PPS, NHBC and that’s the easy ones!
First Published: 6th August 2009. London Construction Now
In these tough times, when everyone is under pressure to cut proces, companies must either be the cheapest or best value.
First Published: 9th July 2009, Construction News Plus