Marketing Planning on Portakabin - Assignment Example

Currently, Portakabin Limited is employing more than thousands of people and expanding its operations in European countries. Although the construction industry relies on the same traditional methods of first designing building architecture and then moving ahead with the project; Portakabin changed the entire industry by introducing innovative products in the market. The management of the company realized that it will have to apply Piercy's (2010) going to the market concept which states that everyone within the firm will have to work together to achieve the desired goals. The key elements of this concept are represented in the figure:

Source: Piercy (2010)

            The company’s market has definitely changed in the last couple of years as it is focussing on providing quality products to its consumers by the implementation of finest production methods. Portakabin has applied the lean production process which ensures that procedural steps creating wastage are eliminated from the processes (The Times 100, 2010). The basis of a building is prepared on-site while the actual structure is manufactured and fitted in a factory; the module of the customer is taken to the site, craned into the desired position, and then linked together. Other architectural features like brick cladding on the building’s exterior side, glazing, pitched roof, stair tower, and lifts are added on-site; any other modifications required by customers are done on-site so that customers are satisfied. Portakabin has positioned itself as a company that is offering quality products at premium prices that reflect high value for money.

            Portakabin has changed its focus on the quality development of products so that every customer is satisfied with the services provided to them (The Times 100, 2003). In order to have superior quality, there are two sources important for every business i.e. internal and external. For internal quality insurance, it has developed its own range of buildings on the basis of market research and the aim of this frequent research is to identify the precise needs of customers.

Similarly, strong emphasis is done on offering value-added features such as fitted furnishings, quality carpeting, and climate control systems so that a high-quality working environment is created; customers are provided the opportunity of availing one-stop-shop service. In order to meet external quality levels, all of its products ensure compliance with appropriate regulations of building along with demands of ISO 9001: Quality Management Systems. Hence, Portakabin has ensured that the going to the market concept is properly applied throughout the organization to meet the needs and demands of consumers.

Question No. 2a

Examine the factors that would determine Portakabin’s ability to plan its future marketing activity effectively. What does Portakabin need to understand and control in order to plan effectively and measure the effectiveness of its activity?

Answer No. 2a

            In the UK construction industry, Portakabin is the market leader as it manufactures modular buildings with superior quality. It has been delivering products and services that have been tailored to meet each customer’s requirements. In order to provide top quality services to customers, Portakabin has implemented some crucial processes as follows:

1. Continuous research and development for developing new product solutions and providing value-added solutions to them.
2. Marketing and sales strategies are designed in accordance to meet the demands of each market segment.