Marketing planning in the construction industry
The decision to enter a new sector will be identified in the Business Plan and will be based on the analysis of the existing business. Having done a SWOT analysis, it may be identified that a new sector to branch into should be researched. Desktop studies and the internet are easy forms of research that can be undertaken to provide a reliable base. Participation in the RIBA Business Benchmarking Survey will also allow the practice to compare itself with a practice peer group.
Assuming the practice has already decided to enter the new sector, the plan would be to identify how many hours and capital they are willing to put into this sector that should be clearly set out in the Business Plan. Once this limit has been set, the marketing activities would be to:
- Upskill staff
- Research the sector
- Reduce fees to attract new clients in this sector
- Enter competitions that are for office buildings
- Apply to be on company frameworks that build office buildings
- Attend seminars and lectures on office building design
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