MARKETING STRATEGY

…it all looks so difficult out there - what shall we do now!

We don't necessarily believe all the surveys we read. But a survey by the University of Warwick Business School says that successful companies were twice as likely to use strategic planning as unsuccessful ones.

Strategic planning is often misunderstood. Imagine you have an appointment with a customer at his office. Think of the objective as arriving at the right time and place, the strategy as the method of travel and the plan as the logistics of getting to the right place on time. But don't make the mistake of forgetting that others may have the same objective or that the customer could change his ideas.

To help you plan to get the best business for you, without undercutting your competitors, we use critical success factors and a powerful portfolio analysis tool to evaluate alternative strategic directions and business development priorities. This is crucial to the development of new marketing strategies and plans. Then with the help of our 'change' analysis tool you can start to plan how to make your new objectives happen.

We think the construction industry is very complicated, much more so than FMCG sectors. Many of the distribution channels are long and complex - and they may conflict with companies' strategic objectives. So we know it isn't easy. Sometimes a third party can just help focus your minds on the missing obvious. Often a small price to pay for not getting it wrong!

Case Study - Strategic Planning

A major construction group wanted to enhance the earnings of its specialist construction subsidiary. Leading Edge undertook a fundamental 3-year review of the market using detailed data from Glenigan, which was compared to the company's order book. We contacted the customer base to research trends and the company's image. The profitability of different work types was analysed by sector and formed a major input to the portfolio analysis. This work was carried out in our offices and presented in three workshops with the board. We identified the optimum sectors and project sizes for the business and agreed a strategy with the directors and then the group chairman. We prepared an outline marketing plan and introduced new forward workload measurement tools and contact management systems, which are now being applied across the group. The company's name is to be changed to more accurately reflect its activity and a new marketing manager has been successfully recruited.

What our clients have said when using us for Market Strategy consultancy Marketing Strategy

"Leading Edge was a huge help, with strategy and knowledge of the industry and 'the marketing animal' was very good"

"Intelligent approach, well presented/professional, good background and contacts"

 "Good level of sector knowledge"

 "The experience of our sector but also a well managed and professional approach"

"My experience was that the work became a 'partnership' with John Pratt being prompted by myself at appropriate times"