Marketing and Competitive Strategy for Building Construction Business: The Case of a Taiwanese Construction Company
Date Issued
2008
Date
2008
Author(s)
Hung, Shiang-Min
Abstract
Building constrction is a very conventional business, also a technic and capital intensive business. It is sensitive to market and economic environment. Since each project is different, the considerations for marketing strategy, executive cost and period, profit will be different according to geographic characteristics, material supply, number of firms and engineering conditions. Besides, understanding of the business environment, market variations, regulation restrictions are important factors for construction business operation and promotion. The thesis points out the different factors for the business, also provides an example for marketing and competitive strategies by introducing a successful construction firm in Taiwan.his thesis starts from understanding of construction business environment. Due to too many products in construction business, the topic of this thesis only limits in building construction field. It is from analyzing market supply and demand, and moves to realize competitive conditions. The government regulations and restrictions are also discussed. The business operation models of the case, Ruentex Construciton and Engineering Company, is introduced and discussed for the organization, marketing and competitive strategies to deal with the market competitions and difficulties. The most important part is how to use the organizational functions and management integration to maintain the competitive advantanges. The defferetiation due to the core competency formed by technical innovation is also the important strategy for Ruentex. Ruentex makes the management more efficient by adopting the application of IT technics and Enterprise Resource Planning. In addition, the cose risk management, branding strategies and customer services and relationship management are the crucial reasons for the success of this company. This case study could provide a good reference for construction or similar conventional business.
Subjects
Competitive Advantage
Organization Integration
Technic Innovaiton
Marketing Strategy
Customer Services and Relationship Management
Type
thesis
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