Group Number : 9 <ul><li>Assignment 2: Essential Expressions/Marketing Mix </li></ul><ul><li>Category : On Site Constructi...
<ul><li>High CAGR </li></ul><ul><ul><li>“ Diversify”  order book through domestic and international projects esp. in GCC c...
<ul><li>High Market Share </li></ul><ul><ul><li>Moving  into  “New Business Verticals”  like Railways and Shipbuilding. </...
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Marketing Mix for Construction Industry

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Marketing Mix for Construction Industry

  1. 1. Group Number : 9 <ul><li>Assignment 2: Essential Expressions/Marketing Mix </li></ul><ul><li>Category : On Site Construction (B2B) </li></ul><ul><li>Date : 30 January 2009 </li></ul><ul><ul><ul><ul><li>Abhishek Dwivedi PGPM508_09 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ajit Kumar PGPM508_20 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Gautam Pradhan PGPM508_32 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Gagan Seth PGPM508_44 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Chandra M Verma PGPM508_56 </li></ul></ul></ul></ul>
  2. 2. <ul><li>High CAGR </li></ul><ul><ul><li>“ Diversify” order book through domestic and international projects esp. in GCC countries estimated as $ 1.25 trn. </li></ul></ul><ul><ul><li>Targeting on “High Value” infrastructure projects like power, airports etc. </li></ul></ul><ul><ul><li>Moving into “New Business Verticals” like Railways and Shipbuilding. </li></ul></ul><ul><ul><li>Effective “Cost Management” techniques ( ex. using 3D Building Information Modeling (BIM) combined with Quantity Information Management (QIM)) to provide real time costing. </li></ul></ul><ul><ul><li>Efficient “Order Processing / Contract Management” using e-commerce( ex. e-bid). </li></ul></ul>Growth Rate : CAGR <ul><li>Low CAGR </li></ul><ul><ul><li>Target Projects with “higher margins” . </li></ul></ul><ul><ul><li>New product development through “Strategic tie-ups” . </li></ul></ul><ul><ul><li>Innovative “pricing strategy” and project concept like BOOT. </li></ul></ul><ul><ul><li>Innovation in “Technology & Design” using indigenous Design & Research Centre. </li></ul></ul><ul><ul><li>“ Branding and Competitiveness” through International Quality Certifications like ISO, 5S. </li></ul></ul>
  3. 3. <ul><li>High Market Share </li></ul><ul><ul><li>Moving into “New Business Verticals” like Railways and Shipbuilding. </li></ul></ul><ul><ul><li>Combining package like EPC “ lump sum turnkey projects”. </li></ul></ul><ul><ul><li>Adopting innovative “Pricing Strategy” like BOOT. </li></ul></ul><ul><ul><li>Brand building through “Sponsorships” and “Advertising” of past projects . </li></ul></ul><ul><ul><li>Expanding working capital at construction site for “Speedy construction & Quality” (eg. Provide batching plant at construction site). </li></ul></ul>Share Of Sales : % Category Volume <ul><li>Low Market Share </li></ul><ul><ul><li>Targeting “ low turnkey” projects. (eg. Real Estate). </li></ul></ul><ul><ul><li>Reduction in “Project completion Time” by implementing advance technology like micro-planning and project management tools. </li></ul></ul><ul><ul><li>Position through “joint-ventures” in large projects. </li></ul></ul><ul><ul><li>Focus on national presence within the country. </li></ul></ul><ul><ul><li>Obtain International Quality Certifications like ISO, 5S to get strong “Branding” . </li></ul></ul>
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