Marketing Evaluation and Proposal for GAFCON Construction

Marketing Evaluation and Proposal for GAFCON Construction -...

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Research paper for Marketing 602: Professor Erik Jones Bill Dunning 12/18/2010 1
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Gafcon is an innovative Program/Project Management Company with competitors like Kitchell Construction, Inc.
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Table of Contents Executive Summary 3 3 The Product 4 The Place 6 The Promotion 6 The Price 6 Target Market 7 Marketing Concept 7 Market Segmentation 7 Public Relations 10 Customer Relationship Management Focus 10 Business Challenges 11 Competitive Analysis 11 SWOT Analysis 16 Strengths 17 Weaknesses 18 Opportunities 19 3
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Threats 20 Five Forces Model 22 Proposed Marketing Opportunities 24 Conclusion 26 Interview Summary 27 Bibliography 31 Research resources for further study 33 Summary of resources covered 34 4
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Executive Summary Gafcon’s attitude towards project management is to act strictly as the owner’s representative and to lead and manage the designers and construction contractors on the owner’s behalf. Gafcon’s value’s include ensuring projects are completed on schedule, on budget and with the highest possible quality results. This methodology is the brand of Gafcon’s project management approach. Gafcon’s business practices have earned them a standing of superiority and trustworthiness, one that is unrivaled in the construction management industry. (Gafcon.com, 2010) They are currently ranked in the Engineering News Record’s (ENR) Top 100 Construction Management for Fee firms in the world, ranked at #61 in 2010 and #51 in 2009. (ENR, 2010) Introduction Current Marketing Situation (Industry Situation and Company Background) The Market value of the U.S. construction & engineering industry (non-residential market only) shrank by 5.2% in 2009 to $635.9 billion. By 2014, the Market is forecasted to have a value of $762.7 Billion (+19.9% since 2009). The US non-residential market makes up 28% of the Global market and 52% of the entire US construction market. (Datamonitor, 2010). The current tough economy has taken its toll on several construction contractors as evidenced by the data noted above. The contractors that have continued to weather the storm often have a Federal/Defense portfolio and current Multi-Award Construction Contracts (MACCs) with one or more of the Department of Defense Military Services. The MACC contracts include 6 to 9 contractors with maximum capacities of individual potential maximum Task Orders from $300M to $4B. Defense/military contractors are generally, at risk, self-performing General Contractors. 5
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Other construction firms, don’t self-perform work, instead they manage construction as an Owner’s construction consulting representative. Several of these contractors work in Private industry or the institutional/Education market. The Educational market decline has forced several of these contractors to try to get into the Defense/Military market. Gafcon, Inc., is one of these contractors. (MilitaryIndustrialComplex.com, 2010) Company Background (Gafcon)
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This note was uploaded on 03/09/2011 for the course MKT 602 taught by Professor Ericsmith during the Winter '10 term at National University of Sciences and Technology.

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Marketing Evaluation and Proposal for GAFCON Construction -...

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