Marketing Planning on Portakabin NAME: AFFILIATION: UNIVERSITY: Marketing Planning on Portakabin Question No. 1 Discuss how the change in Portakabin’s market over the last 40 years reflect Piercy’s (2010) belief that the concept of “going to market” is a process that everyone should own…
Currently, it is employing more than thousands of people and expanding its operations in European countries. Although 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 company realized that it will have to apply Piercy (2010) going to 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 their 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 actual structure is manufactured and fitted in factory; the module of the customer is taken to site, craned into desired position and then linked together. Other architectural features like brick cladding on 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 reflects high value for money. Portakabin has changed its focus on quality development of products so that every customer is satisfied with 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 aim of this frequent research is to identify 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 high quality working environment is created; customers are provided the opportunity of availing one stop shop service. In order to meet external quality level, 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 going to market concept is properly applied throughout the organisation to meet 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 effectives of its activity? Answer No. 2a In 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 ...
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