Marketing Construction Business: Problems, Prospects and Strategies

Many construction enterprises still often fail to realize that marketing entails more than just playing with few  isolated promotional tools, such as distributing brochures, advertising, promotional  videos, which they often employ without following a structured marketing plan formulated in line with the organization’s aims and objectives. Such ad hoc approach to marketing in the construction industry has resulted in an uphill struggle with little to no success. This paper identifies the problems that has led to the ad hoc approach to marketing in the construction industry and examines the prospects for improving the situation. It discusses the strategies to be adopted to improve the effectiveness of implementing marketing in the management of construction business. The study adopts descriptive research design and the  use of literature review as a method to identify, summarize and synthesize extant literature on construction marketing  to show why the need exist for marketing in the management of construction business. The paper finds that gaps exist in existing construction marketing research knowledge in general and Ghana in particular. There is the need for scientific research which focuses on development of frameworks or models to guide the marketing of construction businesses in developing countries. Construction enterprise owners, construction marketing/management researchers, construction education curriculum developers and managers of construction business organizations will find this paper useful. Future research work must focus on developing construction industry specific frameworks or models   to guide the marketing of construction businesses

Marketing Construction Business: Problems, Prospects and Strategies

Many construction enterprises still often fail to realize that marketing entails more than just playing with few  isolated promotional tools, such as distributing brochures, advertising, promotional  videos, which they often employ without following a structured marketing plan formulated in line with the organization’s aims and objectives. Such ad hoc approach to marketing in the construction industry has resulted in an uphill struggle with little to no success. This paper identifies the problems that has led to the ad hoc approach to marketing in the construction industry and examines the prospects for improving the situation. It discusses the strategies to be adopted to improve the effectiveness of implementing marketing in the management of construction business. The study adopts descriptive research design and the  use of literature review as a method to identify, summarize and synthesize extant literature on construction marketing  to show why the need exist for marketing in the management of construction business. The paper finds that gaps exist in existing construction marketing research knowledge in general and Ghana in particular. There is the need for scientific research which focuses on development of frameworks or models to guide the marketing of construction businesses in developing countries. Construction enterprise owners, construction marketing/management researchers, construction education curriculum developers and managers of construction business organizations will find this paper useful. Future research work must focus on developing construction industry specific frameworks or models   to guide the marketing of construction businesses

The Status of Marketing in Quantity Surveying Consultancy Firms

There is an increasing recognition that marketing plays an indispensable role in enhancement of the professionals’ performance and the growth of their businesses in the midst of competition resulting from changes that are occurring in the construction industry. However, little research considers the level of adoption and implementation of marketing in the management of professional service organisations operating in the built environment consulting industry. This paper reports on a study carried out to investigate the status of marketing in the operations of a Quantity Surveying Consultancy (QSC) business in Ghana. The result should assist management in self evaluating their performance. A questionnaire survey of QSC firms was undertaken to investigate their current practice in terms of marketing organisation, marketing policy and marketing strategies being pursued by the QSC firms. Findings show that no department exist in the firms that are solely responsible for marketing functions. Regarding marketing policy and strategy, varying views exist in the firms as no particular trend can be traced in the responses; there is therefore a need for better understanding of marketing and the ways by which it can be implemented to achieve intended results. Keywords: Quantity surveying, marketing, marketing strategy, marketing policy, Ghana

Explication of the need for developing Marketing Function of Professional Service Organizations

This paper examines and shows why developing the marketing function (MF) as a   management tool in Professional Service Organizations (PSO) is critical for the survival and growth of such organizations. It adopts the descriptive study design and employs the Contingency Theory Paradigm and a review of extant literature on construction marketing with focus on PSO, as a method to identify, summarize and synthesize to show the need for developing the marketing function of PSO operating in the built environment, especially the Quantity Surveying Consulting Firms (QSCF) in Ghana.  The paper shows that a means to cope in a changing business environment which is key for survival and growth of a firm requires development of the marketing function of the firm which will enhance the needed adaptability to the changing environment. Effectiveness of that depends on the appropriate matching of contingency factors with internal organizational designs that can allow appropriate responses to the environment, and that make marketing indispensable. The paper opens a new direction of construction marketing research which focuses on the benefits of marketing in managing a construction business. Keywords: Contingency Theory, marketing, Professional Service Organizations (PSO), Quantity Surveying

Push and Pull factors of Innovation Performance in Quantity Surveying Firms

Innovation has been defined as exploiting change as an opportunity. The enormity of changes experienced in the built environment such as changes in technology, changes in client desire due to variation in taste, aspirations and purchasing power, should therefore, provide the necessary stimulus for innovation. However, the built environment consulting industry rely heavily on “business as usual solution” rather than adopting innovative practices. The study uncovered specific factors affecting rate of innovation occurrence in Quantity Surveying Consulting Firms (QSCF). Specifically, this study investigates the factors that drives, enables or hinders innovation in QSCF. A questionnaire survey of 48 QSCF operating in the two largest cites in Ghana were reached for the study using snowball sampling technique. Findings revealed that the innovation performances of QSCF are affected by factors such as drivers, enables and barriers. The result should assist management in identifying relevant factors that can stimulate innovation for them to invest the needed effort. It highlights the barriers to innovation for the firms to find ways to manage their effect. Future research must focus on outcomes of innovation activities to derive management attention to the need to be innovative. Keywords: Innovation, Principal Component Analysis (PCA), quantity surveying

Palm Kernel Shells as a partial replacement for Sand in Sandcrate block production

The study explores and compares the properties of masonry blocks produced with palm kernel shell (PKS) as partial replacement to the traditional sandcrete blocks in an attempt to establish the percentage replacement of PKS that yields properties and characteristics that meets acceptable standards. After a review of relevant literatures, samples of materials required were collected and batched by weight to a mix proportion of (1:6). The PKS replacement varies from 0%, 10%, 20%, 30%, 40% and 50% with water cement ratio of 0.5. Total of 24 blocks were moulded, cured for 28days, subjected to various tests including water absorption, weight, density, and compressive strength. The water absorption test result indicates that up to 40% PKS replacement, the water absorption capacity of the block produced exceeds the minimum standard recommended by ASTM. The weight and density of the PKS block increases up to 10% PKS replacement, and furthermore reduces when the PKS exceeds 10%. With regard to strength test, it was revealed that, the compressive strength of the PKS blocks exceeds the minimum requirement of 2.8N/mm2 when the PKS replacement do not exceeds 40%. For blocks with PKS as partial replacement to meet standard specification, the PKS content should not exceed 40%. Further studies must focus on the factors that can effective the durability of blocks with KPS, and the socio-economic dimensions that impart on its acceptability as an alternative material to the conventional blocks

Apps as partial replacement for robotics and automation systems in construction health and safety management

Purpose – Robotics and automation are successful in construction, health and safety, but costs and expertise hinder their use in developing nations. This study examined mobile apps as a more accessible and affordable alternative. Design/methodology/approach – This descriptive study explored the use of mobile apps in construction, health and safety management. It used a literature review to identify their availability, accessibility, and capabilities. The study consisted of four five stages: searching for relevant apps, selecting them based on versatility, examining their specific functions, removing untested apps and discussing their functions based on empirical studies. Findings – A comprehensive literature review identified 35 mobile apps that are relevant to health and safety management during construction. After rigorous analysis, eight apps were selected for further study based on their relevance, user friendliness and compliance with safety standards. These apps collectively serve 28 distinct functions, including first-aid training and administration, safety compliance and danger awareness, safety education and training, hazard detection and warnings. Practical implications – This study suggests that mobile apps can provide a cost-effective and readily accessible alternative to robotics and automation in health and safety management in construction. Further research is needed to accurately assess the efficacy of these apps in real-world conditions. Originality/value – This study explored the use of apps in health and safety management, highlighting their diverse capabilities and providing a framework for project managers, contractors and safety officers to select suitable apps

Panorama of mobile device applications (Apps) for the construction industry

Purpose – This study was conducted to identify, summarise, analyse and categorise mobile device applications (Apps), relevant to the construction industry and to explore their uses and exposure levels. Design/methodology/approach – The research method involved reviewing literature and searching for Apps. The construction Apps were found by developing key phrases. These key phrases were used to develop search strategies, which were then used to find the construction Apps. The Apps found were categorised based on the similarity of their uses. Findings – The 136 Apps identified were summarised, analysed, and categorised into 11 groups of distinct construction operations and tasks. The “Design and Drawing Apps”, “Measurement and Estimation Apps”, “Management Apps”, “All Round Apps” and “Construction Site Apps” recorded 29, 28, 26, 21 and 11 numbers of Apps, respectively. The Autodesk Sketchbook, GPS Field Area Measure, MagicPlan, Measure and TSheets were the top five in terms of the number of downloads. These Apps in terms of their exposure levels in the construction industry record 4.76%, 2.38%, 0.52%, 0.48% and 0.42%, respectively. Originality/value – This paper provides a catalogue of the continuum of construction Apps for a wide variety of construction operations/activities which are available for construction professionals and provide guidance on their uses to assist in selecting appropriate Apps for specified operation/tasks/activities in the construction industry. Construction professionals may benefit from increased productivity, efficiency and ease of working

An integrated framework of marketing in construction contracting enterprises in the Ghanaian construction industry

Abstract : Please refer to full text to view abstract.D.Phil. (Engineering Management