Marketing activity of a construction company. Marketing management in construction Marketing management in a construction organization

Greetings, fellow marketing professionals. Today I will answer a few questions about marketing construction company, set in VKontakte by our esteemed colleague, who recently got a job in this company and is trying to apply himself and the marketing opportunities in this company.

I will not retell a long letter from a colleague and, for simplicity, I will form a note in the form of an interview: a question - an answer. Let's see what happens, maybe a few questions and answers to them about the problems of marketing in the construction industry will be useful to someone else.

Go...

Is there a place to be a marketing strategy in a construction company - with the developer.

I suppose that you are talking about the goals of marketing and the path to these goals?! But let's take it a little higher... Marketing "stands" on pillars. One of which is "mix marketing". Even if the marketing mix is not described in any way and is not formalized for the goods and services of the builder, this does not mean at all that, say, a company that has been building and selling apartments for ten years does not understand where it is going in the market, does not know its product, the price for it. Most likely, there is an understanding of these 2 "P" marketing in a company that conducts market activities, which means that there are market marketing goals and an understanding of how to go to them. A marketer should talk with the owner, salespeople and, first, understand for himself:
1. What is good and what is bad about the product that the builder makes and sells?
2. What is good and what is bad in pricing strategy builder?

You just need to start by formalizing for yourself the portrait of the buyer for whom the company preferably works. Next, you should pay attention to the market and try to understand how the portrait of the buyer, drawn by the company, corresponds or does not correspond to the buyer who:

Buys apartments from the company
Who DOES NOT buy apartments, but applies to the company
(and this is the most difficult thing) A potential buyer who does not even apply to the company, but would like to buy apartments at the prices of the company and in their houses.

The discrepancy between the drawn picture and reality will lead you to one of the thoughts:

There is nothing to catch here. The company with its goods, services and prices is crazy and crazy. Even trying to change something by talking and convincing the owner is simply pointless.
There are a lot of problems with the quality and price of the goods. Something cannot be changed (well, the house has already been built and it is as it is), but something can be changed.
You can change, but the amount will not change from changing the places of the terms. Let me just try to add something to the product and offer in order to increase sales and then concentrate on promotion.
With the product and the price, everything is fine and it is worth concentrating on the remaining 2 P's of marketing.

The company is very conservative for changes, it feels like it is not ready ...

The fact is that bringing change is not the job of a marketer. The job of marketing is to make sales efforts unnecessary. If it turns out that the house they built is bad, and the prices for apartments are not adequate to the market, then no one will even think of demolishing the built house and making a new one already under the requirements that the marketing specialist "draws".

The task of the marketer is to make as much effort and incur as many costs as it takes to compensate for low marketing characteristics goods and thereby ensure sales. If it turns out that the costs will be excessive, then this is no longer the problem of the marketer, but the problem of the economy and business of the company - the marketer is obliged to paint this picture that is not rosy for the businessman,

Everything is correct! All the manipulations described above you do for yourself. Your employer only wants one thing from you – sales. If something needs to be changed, change it; if something needs to be done, do it, but sales are the goal!

I ask what is the company's strategy? To understand in which direction to move ... my wonderful leader says, I don’t know, I’m not a marketer))

I understand you are asking about company and business strategy. Why do you need her? If you hear, for example, that the owner's goal is to sell the business in five years, how does that help you "sell more apartments"? Your marketing goal is more sales. The smile of your leader is understandable and justified - he does not answer your question, but puts you in your place, because the strategy that is subject to a marketer is a marketing strategy. A formulated marketing goal, a description of its achievement, a form of company behavior in the market (positioning, differentiation, communication style), painted, in the form of a consistent set of works - a marketing plan, marketing tactics This is the job of a marketer.

And yet ... the functionality was painted for me ... and it kills me

If they understand your purpose well, the scope of work and the most effective tools- they are right. If they are wrong, then try to write a marketing strategy based on what you understand: "product" and "price" from the marketing mix. If you cannot reasonably explain your functionality through the marketing goal and the complex marketing work- you are dead or listen to your leader, fulfill his plan, understand and gain experience.

Here the manager tells me: "write down goals for SEO promotion"

If the goal of any action of a marketer at a developer and builder is to sell apartments, then SEO promotion should lead to the goal of sales. If there is a direct connection: SEO - you cannot track apartment sales yourself, then either doing this is a mistake, or look for the opinion of experienced comrades, practitioners who will help you understand how the SEO of the developer’s website or the site of its object affects apartment sales. Look for a freelancer, contractors who work in this market. They will not teach you everything, but a picture for your understanding of the role of SEO for marketing promotion their object and for the sale of apartments will draw.

But you don't have to start with SEO. If, when analyzing the possibilities of attracting the attention of buyers, you find out that the Internet is the most effective and most economically and marketing-based channel of communication with the buyer of apartments, then it is worth understanding what are the most effective means and methods of communication with buyers via the Internet. But further, if SEO is a good tool, then go for it!

But you need to start with the second of the pillars of marketing - "promotion mix" and with the understanding that one of the promotion methods complements the other. Promotion is complex work. Look…. With the help of SEO, you attracted potential buyer. Where should he go, to which site? When he reads something on the site, what action will he take next and what information should he slip? When he wants to talk to you personally, which specialist, where and with what promotional materials should meet him?

Only here the marketing strategy and communication strategy should be comprehensive, taking into account all effective communication channels, communication methods, means of communication and communication tools - marketing should be comprehensive, integral, impressive and ... leading to sales of apartments.

It feels like it’s not ready, even VK is stressful for them ...

Certainly. I think that for you the thought of what account 30 is affiliated with on the balance sheet will be stressful, just like the practice of using a building tool called "trowel" will shock you.

Do not talk to them about marketing tools: VK, landing pages, media, banners and CTR. The driver talks about the transport of goods, but not about the number of turns and difficulties along the way. The cook cooks borscht, but never loads the client with the amount of cabbage or what kind of knife is more efficient to use for chopping it.

Talk to them about apartment sales, even if they are interested in marketing methods, marketing tools. Submit a marketing plan and a marketing budget for their signature, in which everything is verified, everything is clear to you. On any of them poke a finger in the "sheet" marketing budget, calmly and authoritatively .... talk about selling apartments, about how it helps to sell what is dearest to them in the world.

Actually, that's all for now ... It is more convenient to discuss very specific and private issues on the marketers forum. If these questions and these answers were interesting and useful to anyone, I am very glad. Good luck.

The construction industry is an indicator of the quality of life of society and socio-economic development. In addition, the construction sector of the national economy contributes to the revitalization of the real sector, as it stimulates the work of metallurgical and machine-building plants, the agro-industrial sector, the country's transport, and light industry.

Features of marketing in construction are determined by the specific features of this area:

The enterprises of the construction industry, with their multiplicity, are geographically scattered. The work of many of them is temporary and seasonal. At the same time, the functioning of construction organizations is distinguished by high mobility and operational deployment in accordance with the received portfolio of orders.
Strict sequence technological processes capital construction and finishing works provides for a fairly wide range of services, starting with monolithic works, construction and installation works, carpentry (windows), finishing works, design and ending with power supply, telephone installation, radio installation, landscaping design, security systems.
In modern construction processes in market conditions, the total costs of organizing transactions increase sharply, i.e. market participation. According to modern analysts, the largest share of expenses falls on the management and organization of the distribution system, and in particular on transport logistics within 20% of the total cost.
The timing and quality of the construction process is greatly influenced by climatic conditions, which, of course, increases the problem of making predictive estimates on the completion of work and the timing of delivery and acceptance of finished objects. The results of construction are also influenced by natural factors, including the terrain, soil structure, the presence and territorial remoteness of sources of raw materials - sand, building bricks and other important components.
For results construction works within the framework of the orders received, the uneven distribution of construction and installation works, the lack of working capital, instability of the solvency of customers and the imperfection of the system of state regulation.

Advanced technology systems and logistics in the construction industry are developing extremely slowly relative to other sectors of the economy. This is due to the complexity and diversity of commercial relations between customers, general contractors, subcontractors, logistics providers, designers, and investors.

Flow control becomes more complex as well huge amount assortment positions building materials, accessories. It is in the construction industry that the lack of highly qualified personnel is strongly affected. All this leads to numerous downtimes, delays in the execution of orders, low quality of finished work.

It should be noted that the construction industry in modern conditions gives great attention social orientation within the framework adopted by the Presidium of the Scientific and Technical Council of the Gosstroy of Russia on December 20, 2001 (No. 01-NS-12/1) "Priority directions of scientific and technical development of construction and housing and communal services for 2001-2005".

In accordance with this document, one of the most important areas in the priorities of the industry should be new energy-saving developments and environmentally friendly technologies for housing and communal services. At the same time, attention is focused on ensuring a healthy living environment and sustainable development of cities and settlements.

In modern conditions, the marketing system has turned into an integrated marketing system, which includes the function of managing sales, production and trading activities companies. IN modern concept market management, the outsourcing strategy plays a key role in shaping the conditions for stability and success.

The meaning of outsourcing comes down to a simple formula: focus all resources on the type of activity that is the main one for your company, and transfer the rest (supporting, accompanying) functions to a reliable and professional partner.

Modern outsourcing covers all branches of industrial production, including the construction industry.

Outsourcing in construction- this is a strategic decision of the company to transfer to a third-party organization to perform certain functions, areas of business processes in order to improve quality, reduce costs, and lead time.

It is necessary to highlight the practical areas of outsourcing at different stages of production activities:

substantiation of the terms of reference of the construction project
component purchasing and sales finished products- logistics system
production
supply chain management
introduction of new products
product distribution, external logistics
after-sales service
justification for placing orders for construction, decoration, design

The main purpose of the outsourcing system in construction business- this is a reduction in total costs, the time of execution of the received order in the quality improvement mode.

The concept of outsourcing is an expression of the corporate philosophy in the form of a holistic set of goals, objectives, principles of organization aimed at maximum satisfaction of the needs of consumers and customers in the mode of high quality, timeliness of execution and cost optimization.

The fundamental criteria for justifying the expediency of using an outsourcing system are:

determining the significance of each position of the business process, taking into account the complexity of execution, the cost of work and the availability of corporate resources. It is important to strategically determine which parts to purchase or manufacture in-house, and which to purchase under an outsourcing contract.
justification of the reasons for the impossibility of ensuring the required quality, the level of cost reduction, the release of scarce resources, equipment, highly skilled labor
outsourcing rejection criteria due to lack of reliable suppliers construction services, possible potential dependence on the supplier, lowering the speed of acceptance management decision and control
criteria for ensuring quality and reducing the time of production of a building product. World experience shows that construction industry facilities rarely have their own repair equipment, transport shops, marketing services, logistics professionals

As a rule, there are many professional firms that take on the implementation of technological, managerial, marketing, logistics, security and many other functions.

In order to minimize total costs, improve quality and reduce the time of work execution, market participants use the outsourcing service.

Outsourcing services are intersectoral in nature. It is important for any company to justify outsourcing marketing in terms of attracting third-party organizations to perform corporate types of work in the field of accounting, the use of information technology, and construction work. Outsourcing marketing is based on the mechanism of substantiating the economic feasibility of the service, taking into account the market stability and popularity of the outsourcer (third-party organization).

The essence and content of the marketing activities of the enterprise. Principles and methods of developing marketing activities, the place and role of marketing in the activities of the enterprise. Marketing analysis of the enterprise, ways to improve the marketing strategy.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Marketing activity of a construction company. Marketing management in construction Marketing management in a construction organization

The essence and content of the marketing activities of the enterprise. Principles and methods of developing marketing activities, the place and role of marketing in the activities of the enterprise. Marketing analysis of the enterprise, ways to improve the marketing strategy.

Send your good work in the knowledge base is simple. Use the form below

Similar Documents

Send your good work in the knowledge base is simple. Use the form below

Similar Documents

Send your good work in the knowledge base is simple. Use the form below

Similar Documents