Forecast by sector for major construction company

A small family building business had passed from one generation to the next. Investment had been very limited and it had not grown significantly at a time when other companies like ROK were expanding. Under the new MD, a major programme of overhaul and renewal had taken place. This had increased the overhead and needed an expansion in revenue to support it.

Leading Edge was engaged to facilitate the process of producing a marketing strategy and plan. To keep costs to the minimum, local research was conducted by the company itself under Leading Edge's direction. We undertook the macro level research into its markets and presented to the directors at an 'away-day'. The Leading Edge portfolio software enabled the directors to evaluate the choices that they faced.

From the portfolio analysis, Leading Edge prepared a marketing strategy as a basis for the first draft of the MD's business plan. This was circulated and discussed with the directors. Following on from this Leading Edge developed an outline marketing plan, specifying the different needs to achieve the objectives. This covered target markets, client types, communication mix, organisational issues and branding. The new strategy has proved to be a considerable success, with turnover and profitability significantly increased.

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