Contech Inc. is an engineering consulting firm that has expanded its operations to include a new office in Richmond, BC. The document provides a marketing plan for Contech's land and building development services in their Richmond office. The plan includes a situation analysis, marketing strategy, and financial objectives. The situation analysis covers the market, segments, SWOT analysis, competition and Contech's service offerings. The marketing strategy defines Contech's mission, objectives, target markets and positioning. It aims to establish Contech as a major player in land and building services in Richmond and Surrey within 5 years.

1. University of Liverpool
Services Marketing Seminar.20110106.201
Marketing Plan for Contech Inc
Project Development for Land and Building Development Project
Author
Cornox Tang (student no.15416549)
Tutor
Sultan Kermally

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Contents
Section Page No
1.0 Executive Summary---------------------------------------------------------------------2-4
2.0 Situation Analysis-----------------------------------------------------------------------5-7
2.1 Market Summary----------------------------------------------------------------------- 4
2.2 Segment analysis------------------------------------------------------------------------4-6
2.2.1.1 Geographic
2.2.1.2 Demographic
2.2.1.3 Market Behavior
2.3 SWOT Analysis------------------------------------------------------------------------- 6
2.3.1.1 Strength
2.3.1.2 Weakness
2.3.1.3 Opportunity
2.3.1.4 Threats
2.4 Competition------------------------------------------------------------------------------ 7
2.5 Service Offer-----------------------------------------------------------------------------7
2.6 Key to success---------------------------------------------------------------------------8
2.7 Critical Issue-----------------------------------------------------------------------------8

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3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
Reference ---------------------------------------------------------------------------------TBA

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1.0 Executive Summary
Contech Inc.(Contech) has been in the waterworks engineering consulting business since
1995 in Hong Kong. Recently, Contech realigned the business with its international
partnership companies with over 300 staff that cover a wide range of engineering and
land development services. It covers most of the fast growing locations that include
Australia ,Canada, Hong Kong, Macau, Philippines, Indonesia and China.
According to Contech.com( 2010),the company has set up the first office in Richmond in
2009. The first major target service is Land and Building Development for the office.
The group has a track record of completing a broad range of projects for local
governments, commercial and industrial corporations,
The company foresees a fast growing era taking shape in Western Canada with its
proximities to the Pacific countries and we have realigned to take advantage of this
expected growth in building and land development due to the increase in population
growth and prosperous exporting/import and service industries. Virtually, the company
will continuously expand with the full engineering services which include:
 Building development;
 Condos, apartment, townhouse and utility buildings;
 Servicing facilities;
 Servicing design comprised of paving, water connection, power and MCC rooms;
 Integrated water engineering services;
 Water resource (flood plan design river engineering, facility design), water works
(water and wastewater treatment), storm management, reticulation system (sewers
and pumping main and SCADA system).
Contech stresses on the following competitive advantage for sustainable solution to
clients. These include the four main themes: service oriented organization, connected to
people, dedicated to providing innovative, cost-effective solutions on time and on budget
for a sustainable solution. All of our projects will not be committed without passing the
sustainable bar that is, sounded economical, vibrant and socially acceptable in close
consultation with our clients.
Connect-Contech has successfully provided a personalized and timely service. Our vision
is not only to meet our clients’ requests, but also to seek opportunities for sustainable
development by suggesting well tested and original ideas that will benefit our clients. We
will achieve this by focusing our efforts with the objectives of contributing possibilities
for growth of regional employment while being aware of the necessity of also seeking
global opportunities.
Our staff is fully engaged with the concepts of providing value for both our clients and
their stakeholders.

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Strategize-Contech believes that the foundation of any project is a sound strategy that can
be formulated and committed to by both the consultant and the clients. We bring a vibrant
and strong commitment to the strategy formulated to achieve the clients’ goals and
objectives.
Innovation- Contech stays abreast with well proven technology and approaches which
will help the clients to gain competitive advantage that will allow the clients to be
recognized as forward thinking. We ensure the clients are connected to the innovative
world through close interaction with our local office which has access to international
resources.
We provide this training to the local staff from global specialists when required.
Deliver-Contech takes great pride in our proven ability to deliver a value add and
accountable solution. We always focus on the best feasible solutions for our clients.
(Contech ,2010)

6. 3.0 Marketing Strategy
We always create a compatible relationship to clients. This is to help the clients to
complete their task including foot notes for reminding and small guidance in the
monitoring reports. It is always important that we can go before our clients at our project
manager‘s perils :
3.1 Mission
The Contech’s Vancouver office mission is mainly to establish client network to sustain
the office with a staff size of over 15 staff in 3 years through the Engineering service to
clients for small to medium size land or building development project. To make the
company known to the local municipals in BC through project application is the first step.
The company is to target long term prospectus clients by responsive services. We will
take care of clients’ interest in developing practical and value properties with green
initiatives and energy saving. We understand the importance of the well being of living
environment. We are target for a better live and better environment, and we take all
necessary steps to enhance the natural environment and the ecology.
The company will develop our core service and demonstrate that we will do well on the
land and building development projects with the following scopes:
 Surveying
 Environmental Assessment
 Structural Design
 Service standards design including road, water supply, drainage and electrical
supply system
 Project Management
The company will bridge the staff service from various offices and provide any
supplementary engineering scopes if needed.

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3.2 Marketing Objectives
Contech will create our brand name with core service focus in the land and building
service by:
1. Become a major player for various targets developers by paying particular
attention to new foreign investors in the housing markets
2. Exploring the possibility of bringing one of the top five local consultants for land
and building in Richmond and Surrey in 5 years
3. We will seek partnerships with the other specialists to provide a bold team for
providing competitive services
4. Satisfy client and to exceed client expectation and
5. Set up blog site for the company for our staff involved in the special group
forums in Linkedin and Facebook to provide some free consultant service with a
limited time service for the first time prospectus clients
3.3 Financial Objectives
Maintain a minimum double digit positive grow in revenue by:
1. Achieving a double figure revenue in 5 years
2. Target a return on investment (ROI) of 12% minimum per year
3. Allocate market research hours of not less than 300 hours per year and carry
operation review meeting bi-weekly
4. Allocate 2 % of the revenue for staff professional training and in house training
We will make use of yield management and seek to achieve a minimum staff overall
chargeable hours of 70 % or above with peak and low seasonal utilization smoothing,
and to maintain a healthy revenue through the use of customer behavior information,
company fence pricing strategies and special offers at the low utilization period.
3.4 Target Markets
Contech has developed a website showing the company capability, key strength and
project profile for client’s review. More information will be provided once we have
personal contact with clients to find out who they are:
Contech aims at mid term and long term development option with a service period of
over nine months and will assign two marketing personnel to look at Surrey and
Richmond; also with the split of remaining areas to low mainland and Vancouver Island
in BC for them. The regional manager will oversee the development and target the
individual clients that already have working relationship with the office.
The overall servicing areas cover the whole of BC and Alberta in the first 5 years . We
will schedule by periodic visit to clients and invite them for important technical forum
event that include meeting invitation. We let them know where we are through our online
contact and news generated from our website. Our service areas include:

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 The circle covers 400km radius with Richmond at the centre but move 100 km
northward to cover the Fort Nelson and southern end up to White Rock
 We will strive to maintain our existing clients with two random visits at least
annually, subject to the regional manger or commercial manager arrangement
3.5 Positioning
Contech would position itself with a bundle of outputs as per section 3.3, the mission’s
statements. We provide services to take care of the clients in turn of finance, regulatory
safety and environmental issues.
We devote to help them to gain the community support in our plan in mind. According to
Lovelock (pp 90, 2007), we target service process not only for customer but also for cost
speed and productivity at which the deliverable is achieved. As suggested by Kaplanidou
(2003), we believe that WOM transmit our credibility and the well being of the company
to their peers.
There are large percent of the government personnel working for community and are
taking the role in community well being promotion activities. We also subsidize staff
participate community charity activities and staff is encouraged to take part and suggest a
use for allocated funding for that usage. This will enable us to expand our client contacts
at ease in a sustainable way and linked to our target clients and stakeholders. We
maintain our community linkage and establish a good image through community activity.
We ensure the bad word can also reach us too (for example, blog and complain tag for
anonymous critics in the web page) and we will seek immediate action to recover any
defective service. We would take part in community charity activity and staffs are
encouraged to take part, even up a 2 percent of the work time in year pay leave, and
suggest a use for allocated funding for prime activities.
Contech differentiates from the sizeable regional and international consultants in that
they serve the clients by spending most of the time in selling their model package and
proprietary design or management products. Contech will be more aware of value based
solutions for our clients.
.

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References
Associated Engineering (2010) “Associated Engineer”, [Online]. Available from:
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Bty( 2011) “ About us” (Online). Available from : http://www.bty.com/index.htmlAlbout
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Contech (2010),"About Us"(Online) Available
from :http://www.contenginternational.com/ (Accessed: January 18, 2011)
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Vancouver Sun dated Aug 23 2010,http://canadabubble.com/bubble-article-list/1246-
there-are-two-million-reasons-for-high-prices-in-vancouver.html
Lovelock C.H., and Wirtz .J. ,9 2007) Service Marketing : People , Technology ,
Strategy ,. 6th ed, New Jersey: Pearson Prentice Hill
CosmoBC.com and CosmoBroadCasting.com All rights reserved. CosmoBC.com
Kotler, P. and Keller, K., (2009) Marketing Management 13th
Ed., Upper Saddle River,
New Jersey: Pearson Education Inc.
Mitham ,P., (2011) B.C. Growth prospects mixed; province to adopt a single building
code,Vancouver:Business in Vancouver Issue 1101,November 30 –December 2010.
MMM (2011) ), “ About us” (Online) .Available from :http://www.mmm.ca/ (Accessed:
January 18, 2011)
Stantec (2011) ), “ About us” "(Online). Available from: http/ (Accessed: January 18,
2011)

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Kaplanidou K., and Vogt.C., ( 2003) “The Role of Word of Mouth and how it can be
used to develop a competitive advantage for a destination” (Online) Available from:
http://ref.michigan.org/mtr/pdf/WOM_Research_Paper.pdf (Accessed:Februray 1 2011)
Vancouver 21.com (2011) “ASPAC River Green Took Residence Besides Richmond
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January 18, 2011)