Xyz Markiting Plain, Application Essay Example

Executive summary

This paper will involve the development of marketing plan to that will be used in the marketing flyer to educate the potential customers about the construction services offered by the XYZ Company. XYZ is a construction company that provides construction services to the state and federal governments. It has very skilled work force that is able to provide such Horizontal construction services as road construction, airfields and bridge construction. The big work force of the company which reaches to about 4500 employees during the peak period of constructions are always ready to provide the required services and deliver the project within the set period and cost. The objective is that within the next twelve months, the company will be able to attract the private customers who need construction services (Langford, & Male, 2001).

About XYZ construction Company

The construction company XYZ is a privately owned company that was started in 1950s and has been involved in doing Horizontal construction of airfields, roads and bridges. The company owners have decided to transform the firm from being a private ownership to a public company through an initial public offering that will take place twelve months from now (Halpin, & Senior,2009). The head quarters of the XYZ Company are in Denver Colorado and the company has 16 field offices that are based in eleven states across the country. The company currently has about 2300 staff.

Vision of the company

Our company has the vision of providing very high quality products to the individual private people in the locality. In addition to providing the very high construction services to the federal and state Government, the company is envisioning providing low cost but quality construction services to thought out the 16 field offices and 11 states that the company is operational (Palmer, 2005). The company hires and retains the best construction engineers and project managers who are well equipped in the delivering the products according to customer specification and best practices in the construction industry.

Products and services

The company currently is involved in the Horizontal construction of the roads, bridges and airfield. To provide effective services, the company has workforce include the civil engineers, project managers and light and heavy equipment operators (Palmer, 2005). The company is introducing new products for the people the private customers. This include the individual customers who will needs construction of horizontal infrastructure or the companies that require quality construction services that meets the needs of the market. As one of the leading companies in the construction industry, the engineers, project managers and the entire workforce of the XYZ Company are trained to listened and engage the customer from the designing of the product or service to the implementation stage. This process is time consuming but the customers are always happy with the end product.

Marketing strategy

The XYZ company strategy is to offer the customers the quality unique construction services. While the company will continue with the construction of the roads, bridges and airfields, the XYZ is diversifying its products to offer the best construction service to residential property and the private construction as whole. This is to make the company a one stop shop for not only the federal and state Government but also the private citizens who have construction needs (Howes & Tah, 2003).

The company has experience in construction and the project management team will work with the customers to deliver the required product within the time frame stated (Langford, & Male, 2001). In the project management strategy used by the firm will ensure that there is cost effectiveness in delivering both the large and the small residential projects and private construction. The company ensures that the over head cost remain minimum for the fulfillment of the project within the stipulated cost and time period. The company management understands that the projects running beyond the agreed period means will require additional funds that were not budgeted for and will therefore make sure that the project time lines are delivered as agreed.

Target markets

The market focus of the XYZ is on the federal and state governments that needs the construction of Horizontal construction services. The company is now developing new products for the individual home owners and businesses that need construction products. This can be in the form of home construction, development of property and the construction of private roads. The new market that includes individual and companies will be provided with new construction products that will involve the customer participation of the process in all the stages. We understand the new market have a problem in getting a reputable and cost effective company that can deliver the required services(Halpin, & Senior,2009).

Market definition and segmentation

The XYZ construction company has the reputation of delivery government construction within time. The company is now expanding by targeting new private customers that need quality construction services. These segments that are targeted by the company needs a company that need is able to provide the required construction product within the contract period to avoid increased cost of production. The XYZ Company also targets the businesses that are in construction of real estates that need specialized companies to provide the Horizontal construction services (Howes & Tah, 2003).

There are several customers that will fall within the constructions products that are provided by the XYZ Company. These are the individuals and business that require construction services of pavements and private airports.

Target market segmentation strategy

The XYZ construction company will focus on acquiring state of the art technology that will ensure that the services are delivered efficiently and within the time to the customers. The company will also strive to recruit more engineers and train further the existing ones in the use of the modern technology to ensure quality products (Halpin, & Senior,2009). The company will communicate with the customers on a regular basis through the emails, social media and other inputs to get the options of the customers on how they want the services to be delivered to them. Even the people who have unfinished construction products are also provided with quality finishing services (Langford, & Male, 2001).

Needs and requirement

The company has very huge workforce that is constantly evolving because the needs of the employees are constantly changing. The company is further training the work force of the company to be able to effective meets the ever increasing demand for cost effective construction services. The goal of the company is to provide satisfying products that meet the demand of the growing segment of the population (Howes & Tah, 2003). The company will therefore use the increasingly advanced technology to provide the cutting edge services. The project management experts who work very closely with the XYZ engineers ensures that the projects undertaken by the firm are delivered on time and budget.

References

Halpin, H., & Senior, B., (2009). Financial Management and Accounting Fundamentals For Construction. John Wiley & Sons.

Howes, S., & Tah, M., (2003). Strategic management applied to international construction. Thomas Telford.

Langford, D., & Male, S., (2001). Strategic management in construction (2nd ed.). Wiley Blackwell.

Palmer, W. (2005). Construction Accounting & Financial Management (5th ed.). McGraw Hill Professional.