Marketing and Its Importance - Assignment Example

Marketing and its importance Marketing can be referred to as any process that fosters customer interest in services and goods. Companies usually adopt strategies that best suit their market in order to significantly influence the customer decision making process to the company’s advantage. Marketing is imperative because it forms core component because it plays a crucial role in ensuring that the company gets revenues that will enable it grow financially and thus growing in terms of infrastructure in order for it to sell more services and products as a result of developed product awareness and customer relationship. Step-1 Goals of the firm Organizational purpose Mix-Use project is a project that proposes expansion of Aljubail town located in Al Hassa region in Saudi Arabia. This project aims at having a positive impact on the society and the region’s business as a whole. It aims at fostering fast development in order to be at a level with the pace of developed world. Develop the local people by providing them with resources necessary for business aspiration. Make a different in the ever changing business world. Types of clients being targeted The project targets both the private sector and the government. Organization’s values and beliefs As the pioneers of the project, we are people who demonstrate high level of respect, integrity and team work in our aim of developing Saudi Arabia as a whole. Our work force is energetic and enthusiastic and has the capability of providing leadership. We are also people who build relationship by doing what is beneficial to the society. Step-2 The project wishes to market to; The marketing process will be carried out by ensuring a continuous update on the progress through the 12 month period. The importance of updating all the stakeholders will be to ensure that they know the progress of the project in terms of funds, timeline, challenges met and other issues that may develop in the process. The stakeholders will be updated monthly through a progression report and a committee meeting after every four months (quarterly basis). Public Industry Organization Department Individual Wealthy Saudi Arabia members of public who are willing to contribute to the course of the project and have the disposable income Sector Real estate Government and public sector Telecommunication Technology Insurance Power and utilities Media and Entertainment Principality of the Eastern Region Municipality of the Eastern Region Oil and gas industry Construction and maintenance Civil departments. Power supply departments. Department of investment and management Department of city council Department of city council Minister of finance Minister of municipal and rural affairs Minister of Islamic affairs and endowment Step-3 Marketing strategy and action plan; The marketing strategy will mainly aim at getting the information to these key stakeholders. This is because it is through their contribution that the proposed building and infrastructural development of Aljubail in Al Hassa will be developed. As noted meeting these key stakeholders through lunch and dinner, conferences, media marketing like TV, radio and internet, webcast and show cases will be the key marketing strategies that will be employed. The action plan will thus focus on ensuring that these people get the information and they contribute to the development of the town. The Mix-use project will thus ensure that the dissemination of the information is made possible in order for the project to commence (Scottish Executive, 2006). Public Industry Organization Department Individual Offices for inquiry about the development of the Aljubail will be located in the entire region of Al Hassa. Conferences Media marketing such as TV, radio and the internet Industry roundtables Webcast Industry through leadership Show cases and presentation Target workshops Joint Research programme Introduction and networking Lunch and dinner arrangement Quality assurance feedback from individuals Emails and phone contacts Second part Post Occupancy Evaluation (POE) and its importance POE means the entire process that involves the evaluation of buildings in a sequential and painstaking manner. This process is normally done after the city or the buildings has been existing for a number of years or has been occupied for a number of years. POE is thus an umbrella terms which essentially includes a review of the entire process of the delivery process of the project as well as an entire review of the functional performance and the technical aspect of the building during the period of occupation. POE is imperative because of the following factors. The entire life of a city or its buildings and development is usually an architect’s tasks and should thus be covered by post construction and the reviews of the post constructions in order to enhance viability of the development process. POE helps in promoting a continuous improvement in the building design and delivery by the process of learning from the experiences of each building’s construction. POE is also important in that is can be used for strategic marketing of the whole process in order to generate money for the development process. POE preparation Step-1 Objectives of the evaluation Process evaluation The aim of the project is to ensure that the main client who is the people of Aljubail is satisfied with the construction expansion. The project will thus be handled with the interest of these key stakeholders at heart in order to ensure that the project delivery is up to the expected level. Functional & Technical evaluation The key objective of this project is to ensure that the buildings and infrastructure constructions meets the standards set in Saudi Arabia and every region on order to foster user’s satisfaction once the re-construction of Aljubail is completed. Step-2 Process evaluation This project will take consideration of the entire process from the inception to handover which primarily considers how well the project is planned and delivered. In order to ensure that this is done, the project manager will be mandated the task of ensuring that the steering committee, the stakeholders including representatives of the public agrees to the join construction plan (Scottish Executive, 2006). A progression reports will thus always be issued to these stakeholders in order to get them updated on the current progress as well as the challenges encountered in the process. Brief Architects, project manager and stakeholders to agree Design The project manager and the committee will decide the final design space planning, financial management and engineering to be used. Construction Progression report and constant communication to the stakeholders will be ensured. Procurement The project manager and the committee to decide on the contractual, builder selection and the technical processes including financial consideration to be decided by on the basis of value and time. Commissioning process The committee and the project manager will decide on the final commissioning of the buildings and also decide on the final adjustment including documentation with a careful consideration of the stakeholders views Occupation The government will handle the handover since it is the watchdog of the public. Functional performance evaluation As a result of the growing population in Saudi Arabia and specifically in Aljubail, the addition of buildings and infrastructure will increase the much needed resources as the population in the region increases. Increasing necessities such as shopping centres with supermarkets, recreational services like gymnastics, Art registration and post office will play a critical role in providing the much needed services to the region. These services will thus provide the support for better livelihood in the region (Scottish Executive, 2006). Strategic value Achieving a complete reconstruction and additional of buildings and infrastructure Aesthetics and image To achieve an Iconic Aljubail that can compete with Dubai and other Middle East countries. Space To provide more space for social services to be served Comfort To ensure adequate temperature control, lighting, ventilation user control and noise. Amenity To improve positioning, capacity and completeness. Serviceability To enhance security, cleanliness and frequent maintenance services. Operational cost To ensure control of waste, water provision, energy and insurance provision Life-Cycle Cost Setting a budget for the initial construction operation cost and replacement cost in a reasonable manner. Operational management Acquiring adequate space allocation, user support systems, help desks and training. Technical Performance evaluation In order to ensure that the region’s development is well managed, physical system performance is necessary, considering the key stakeholders such as the real estate developers, power and suppliers, the oil industry and the several departments of the government, there will be adequate supply of necessary resources and thus the Mix-use Project will create a benchmark of ensuring that the physical systems in place is well constructed and managed to provide the best level of services to the key stakeholders who is the public (Scottish Executive, 2006). Physical systems Ensure that there is adequate and controlled acoustics, lighting, ventilation and heating. Environmental systems To ensure controlled water consumption, energy usage and CO2 output. Adaptability The design of the two will be made in such a manner that it will allow future expansion. Durability Maintenance routinely, robustness of the construction process will foster durability. Step-3 The key stakeholders in this project include the public, the government, several industries operating in the region and the business community operating in the region. It would thus be imperative to consider getting information from these people because they are the major beneficiaries of the project and the success of the project has a direct effect on them. Step-4 The most appropriate data collection method in this project is the use of focus groups from all the key stakeholders. This will consist of 8 people representing each sector of the economy, who are the stakeholders in this case. The advantage of this form of data collection method is the fact that it will enable specific issues to be addressed, cover all the agendas and allows use of teasing out of broad uncovered questionnaire survey. Step-5 Key questions to be asked to specific people and group The public representative Does the proposed building address your desired services? Do you feel that the proposed expansion will be carried out with your interest at heart? The government representatives Does the design of the buildings and infrastructure reflect your philosophy? Will you be willing to offer monetary support for the project? Do you think that the project is addressing the core issues facing the public? The business community representatives Do you think that the proposed expansion of Aljubail contribute to the business prosperity? Have the proposed expansion of buildings and infrastructure address the key business needs of the regions? Do you support this initiative objectives and goals Will you be willing to provide both monetary and advice services as the expansion are being initiated? Industry representatives Will the development of Aljubail help in the usage of your products and services? Do you support the proposed expansion and reconstruction of the town? Will you be willing to provide monetary support for the proposed infrastructure? Step-6 How the information will be disseminated This information will be disseminated by initially using the media such as TV, local radio and the internet. This will essentially be focused on attracting the necessary interested groups that will be subject to the focus groups in groups of 8 people. The proposed questions above will be used in the focus group in order to get the views of these key stakeholders as well as seek their support in the process. References Scottish Executive. (2006). Post Occupancy Evaluation: Braes High School, Falkirk, June 2005. Sydney: Scottish Executive. Read More