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My Portfolio presentation
- 1. An evaluation of my learning and its influence on my career development. My Placement at Barratt Developments
- 2. Agenda
- 4. What do Barratt do? • Targeted land buying and effective planning • Outstanding design • Construction excellence and efficiency • Innovative sales and marketing • Industry leading customer experience • Deliver Financial results
- 5. The Housebuilding market Persimmon Miller homes Taylor Wimpey Bellway Bovis Homes
- 6. SWOT Analysis Strengths One of top major Housebuilders New homes benefits High demand Opportunities Take advantage of Government help/schemes Interest rates are low Great number of available mortgage products Rental costs continue to rise Weaknesses More expensive prices Competitive market Threats Brexit Stamp Duty changes Uncertainty/confidence Government schemes ending SWOT analysis of Barratt Developments
- 7. My role within Barratt Developments Sales Director Sales Managers Sales Advisers PX Manager PX co- ordinator Marketing Manager Marketing Executive Marketing Assistant (Me) Sales admin Sales Development co-ordinator Contract chasers Sales PA
- 9. Role summary 20% 20% 15% 20% 5% 5% 5% 5% 5% Creating CRM E-mails Creating PORTAL E-mails Creating TEXT messages Website maintenance Creating E-Brochures Meetings Miscellaneous tasks PORTAL Email bookings Marketing analysis
- 10. Skills I have developed Communication Copywriting and… Time management Teamwork Flexibility Planning & organising Confidence Problem solving Self management IT Skills BEFORE BARRATT Before Barratt Communication Copywriting and… Time management Teamwork Flexibility Planning & organising Confidence Problem solving Self management IT Skills AFTER BARRATT After Barratt
- 11. Reflection My contribution to Barratt Assisted and helped with marketing campaigns and projects Hard working Strived to improve in everything I do Endorsed brand to potential future undergraduates/g raduates Part of the sales and marketing team Barratts contribution to me Offered unique training opportunities Dramatically increased my employability Increased my confidence Influenced my future career path Gave me opportunity to put theory into practice
- 12. Relating theory to practice Buyer Behaviour An understanding of the customer journey process and the way in which consumers interpret and associate has given me the ability to apply this knowledge when creating my marketing. Brand Management Knowledge from this module has helped me immensely as my division is dual branded and so I work with 2 very different brands and target each customer database appropriately. Direct and Digital marketing The knowledge I learnt of customer relationship management was vital when creating my marketing as my main job role was creating digital content to internal and external databases.
- 13. Skills I will bring into my final year
- 14. How has this year impacted my module choices/career aspirations? Chosen all marketing modules for my final year of study Chosen a direct marketing module as I have a years of experiences in this sector. Clarified that I do want a career in marketing My Module choices Campaign Planning Contemporary Issues in Advertising and PR The Brand Portfolio Interactive Marketing Campaign E-Marketing Social Media Marketing
- 15. My advice Try and learn your job role as quickly as possible and get settled in you're job role Try and understand everyone else's job roles Don’t be afraid to ask questions Make sure you keep a placement diary Get on top of your University work Time management Don’t be afraid to do things differently Take advantage of extra opportunities Learn from the previous placement student Set goals and reflect on your performance ENJOY IT!
Editor's Notes
- 1 – Who are Barratt, What do they do? What’s the market like? 2 – Department I'm in and what happens within the department. My role within the department and what I do on a day to day basis 3 – My skill set before and after my placement year 4 – what I've learnt at Uni and how its been applied on my placement year 5 – Advice for future placement students 6 – And finally I will answer any questions anybody has
- So, Barratt Developments consists of 27 divisions across 6 regions and encompasses 4 brands. Barratt Homes David Wilson Homes Barratt London Wilson Bowden Barratts overarching strategy consists of 4 priorities Putting the customer first Creating great places to live Leading the market in construction And Investing in its employees Barratt follow 6 principles to help achieve their 4 priorities. Keeping people safe Being a trusted partner to all stakeholders Building strong community relationships Safeguarding the environment And Ensuring the financial health of Barratt Developments Barratt is one of the largest housebuilders in the UK
- Barratt is one of the largest housebuilders in the UK and these are the things we do to achieve this. Land Buying – Purchase land in targeted locations which meet hurdle rates of 20% gross margin and 25% return on capital employed (Land for nearly 17,000 plots purchased in 2015) Design – Create high quality homes for customers. Developments must achieve building for life 12 standards. Winning awards reflects this (e.g. Developer of the year 2015 Urban design group awards). Construction – Build homes efficiently using standard house designs. High standards of health and safety. Winning awards reflects this (e.g. Site managers won more NHBC Pride in the job Awards than any other housebuilder for 11th year running. Sales and marketing – Ensure brands have carefully designed market positions, offering the right houses to the right market segments. Constantly innovate (can be shown by 80% of customer leads are now generated thorugh the web). Customer experience – Aim to understand customers needs and provide a first class experience for them. Focussed on maintaining high levels of quality (reflected by being the only major housebuilder to win HBF 5 star status for customer satisfaction 6 years running). Financial results - Key financial objectives are building profitability and driving Return on Capital Employed (ROCE). Committed to ensure the financial health of the business by ensuring financial discipline
- Growing housing market - Such high demand that there is not enough supply of homes Rising house prices – Because of high demand there have been sharp house price rises in UK market and people struggle to save for sky high deposits. Government intervention – Government has intervened with schemes to try and help people buy. Help to Buy scheme which offers buyers with a small deposit a chunk of government support to buy a house. Some argue that this has fuelled demand and has led to further price increases so much so that the situation has been made worse. This all leads back to the problem that more houses need to be built to match demand and rebalance the market. Competitors – Strong competition from national and regional housebuilders. Competitive market need USP’s such as 5 Star housebuilder to build brand trust with consumers. Stamp Duty – Reduce in Stamp Duty costs last year were reduced by Government to increase demand. However in April the 3% increase in buying an additional home has potentially damaged the UK investor market
- Strengths Reliable housebuilder Well known brand Trustworthy 5 star housebuilder for the last 7 years High demand means customers need to act now to get the home they want Weaknesses Have to market effectively and differentiate ourselves from competing brands Opportunities Interest rates are low, meaing mortgages are affordable and property remains an attractive long term investment proposition Great competition in new build lenders meaning a better deal for Barratt customers Rental costs are rising, meaning buying is better for value Threats Brexit – exiting the EU could have a negative impact on sales from housebuilders due to low confidence, Customers will be wary of buying a home that could be worth less in the near future.
- Support the marketing team to deliver weekly marketing. (KPI’s – website visitors, website lead conversion) Support the delivery of on going accurate digital content compliant to brand guidelines
- My contribution Managed weekly marketing activity Worked closely with suppliers Managed the website content Barratts contribution Photoshop courses, Digital content writing courses Undergraduate days to increase confidence Gave me an opportunity to be creative - Took my ideas, thought and input into consideration
- Customer journey – Thinking of how the customer will react and how I can give the customer a better journey throughout my marketing (where to link the customer to in CTA for example) Brand management – The way in which I communicate to customers in the marketing I create has been heavily influenced form my time with this module, the way in which I write needs to represent the brand and contribute to the brand image Direct and digital – this module taught me the importance of a customer database, It also showed me the importance of segmenting your database and having reliable data and information so we know how to talk to these customers, for example, it is important to get a customers number of bedroom preference, so that we could then create an email specifically targeted to all customers in the database that want that many bedroom .
- I think it was definitely the right decision to undertake a placement year in-between my studies as I have enhanced and in some cases gained skills that are definitely going to help me such as…
- This year has impacted my module choices and career aspirations as I now know that I will continue to pursue a career in marketing and I have therefore continued to pick all marketing modules in my final year of study. My experience in direct and digital marketing helped prompt me to pick interactive marketing campaign which is based on customer relationship marketing.
- Thank you for listening to my presentation, if you have any questions I'm more than happy to answer them