Marketing in construction - Essay Example

(2001) it is revealed that ‘marketing implementation emerges as an organizations adaptive response to day-to-day market events that is rarely scripted by plans’ (Sashittal et al., 2001, 50). In other words, the influence of the organizational environment – both external and internal - on a firm’s marketing plans can be significant. The ability of a firm to respond to the needs of its market depends on a series of factors, like the employees’ skills, the funds and the technology available as well as the position of the competitors.

The needs and the characteristics of the industrial sector in which a firm operates are also likely to have an important role when having to choose among the marketing policies that will be used by a particular firm. Current paper focuses on the marketing plans used by Bellway plc, a firm operating in the British construction industry. Currently, the number of firms operating in the British construction industry has been estimated to 250000. In order to understand the effectiveness of marketing policies used in the specific industry it is necessary to describe the characteristics of this sector.

In accordance with a report published by the Department for Business Enterprise & Regulatory Reform (2009) the construction industry ‘embraces the construction materials and products; suppliers and producers; building services manufacturers, providers and installers; contractors, sub-contractors, professionals, advisors and construction clients and those organisations that are relevant to the design, build, operation and refurbishment of buildings’ (BERR, 2009, online article). In the construction industry there are specific standards that need to be met by marketers being involved in a specific marketing plan: a) the effects of its method/ material on the environment must be thoroughly examined in advance, b) the quality of the work is of high importance – the building under construction has to