Project Background
In the recent history, the construction industry in Saudi Arabia has experienced an exponential growth rate, which has led to increased demand of building materials. This has led to increased potential for firms dealing with the supply of building materials such as timber. For example, the timber demand has been projected to grow with the rate of 32 – 35% annually, and this trend is expected to continue until the year 2015. Khalid Mohamed Est is among the top distributors of building materials, with an opportunity of rising to being the top supplier of building materials and especially timber. However, it faces competition from other competing firms in the industry. Therefore, the company has to develop a strategic marketing plan and approach, which will ensure the growth and development of the organization to the top.
In the current competitive global business environment, marketing plays an imperative in ensuring the success of organizations in the market. Saudi Arabia is not an exception of the competitive business environment in the global market, and the building materials supply industry has experienced intensified competition as the demand increases. A successful marketing strategy in the market will involve analysis of the existing gaps in the market, which will facilitate the development of a competitive marketing strategy. There have been various gaps that have been identified in the market, which include incorporating contractors in developing the marketing strategies. This has been done after establishing that the majority of the firms supplying building materials is only involved in the supply of the products and not the whole project involved by the contractor.
Market and Situational Analysis
In ensuring the development of a competitive strategic marketing approach, the organization will require to develop and adopt various tactics and approaches to ensure the success of the developed model. For example, it is essential to analyze the current market situation of the organization. This will facilitate identification and analysis of the current situation of marketing in the organization (Court, 2007). In addition, it will facilitate the organization identify what has been done and what can be done by the organization to improve marketing in the organization.
On carrying a situational and marketing analysis of Khalid Mohamed Est. and the industry of operations, in the supply of building materials there has been various findings that the organization can exploit to increase its competitiveness. For example, the market and situational analysis established that in most cases the majority of the firms in the industry is not involved in the contracts. Firms in the industry are only interested and involved in the supply of the building materials. This has led to the creation of a gap between the firms in the industry and their potential customers.
Therefore, for the organization to increase its competitiveness in the market there is a need to establish partnerships with contractors and firms operating in the design and construction industry. This will facilitate the organization achievement of a competitive advantage in the market, which will enable the organization to increase its sales, which will translate to increased profits for the organization. The market and situational analysis established that none of the firms operating in Saudi Arabia have entered into partnerships with the contractors. Therefore, this presents an opportunity for the organization to exploit the opportunity and achieve a competitive advantage over the competing firms. In addition, market analysis and situational analysis would also include an evaluation of establishing how customer attitudes will facilitate achievement of customer satisfaction. Initially the project would be carried out on a number of a few firms, after which an evaluation will be done and later rolling out of the plan to other firms.
Khalid Mohamed Est. has never involved in such a marketing strategy that involves the creation of a link with the customers. To ensure successful implementation of the marketing strategy, the firm will have to win the confidence of the design and construction companies. This is in the form of assuring such companies that they have the financial muscle, which will ensure the flow of supplies until the completion of a project. This project will have a time line of two years, which will enable the organization to identify and examine the target market. In addition, the success of the strategy is highly dependent on sales and marketing team that will be working for the firm.
Strategic Implementation of the Project
As a part of sales and marketing team, my core duties included establishing, examining, evaluation and analysis of the target market. This will include carrying out a pilot market analysis, which will facilitate identification of the suitable market for the organization to venture. The core objective of the marketing strategy is to ensure that Khalid Mohamed Est. Company is the major supplier of construction materials. The costs involved in the examination, evaluation and analysis of the target are directly related to the magnitude of the project.
In the pilot study, we have identified designs and construction companies, which will facilitate the pilot study. In this pilot study, my team will be involved in examining the requirements of these firms and establish how Khalid Mohamed Est. company will ensure sufficient flow of goods and materials in the constructions sites such that there will be no delays. In addition, the team will also facilitate projection of future demand by the clients in further construction sites of the companies. A partnership of the organization with customers in the construction and design industry will ensure winning of the customers’ confidence. In addition, it will ensure delivery of quality materials according to clients’ requirements as the customers will be involved in making the order from the company.
My duties also involve informing the executive on the progress of the marketing strategy adopted by the organization. This will ensure timely completion of the plans involved in the marketing strategy and also ensure the flow of activities and involvement. In addition, I will be updating the executive on the changes in the preference of the customers. This will facilitate the organization align the resources of the organization in meeting the evolving needs of the clients. The pilot study that I will primarily be involved in, will form the basis of the major project, which will involve rolling out of the marketing strategy to other firms all around the Saudi market.
Strategy Development
Marketing strategy globally takes a central role in the development of a corporate strategy in the organization. With the change of marketing strategy for Khalid Mohamed Est. Company, I will be involved in the organization re-evaluation of its corporate strategy. This has been due to changes of the marketing strategy, where the current strategy focuses more on the needs and evolving needs of the customers. The firm plans to invest a significant part of its resource base in this project, and hence the top executive will require a frequent update of the project progress.
Marketing strategy plays an imperative role in the overall organization strategic management and corporate strategy. As a major contributor to the marketing strategy involved in the organization, through the pilot study and overall implementation of the project I am highly considered in the development of the organization strategy. This is due to the fact that as a major agent of Khalid Mohamed Est. in dealing with its customers through sales and marketing, I have a better understanding of the market and customers. This information about the clients and the market in general is essential when the top executive is making decisions regarding the firm. In addition, such information is essential when the organization is establishing strategic partnerships in the market. For example, in this project the organization seeks to establish partnerships with designs and construction firms. The top management will rely heavily on the findings of the pilot study in the formulation of the marketing strategy. This information is essential when the top executives are formulating important strategies and decisions regarding the firm.
With the current marketing strategy in the organization, the corporate strategies of Khalid Mohamed Est. Company will be built on ensuring satisfaction of the unmet needs of the customers. In the current competitive business environment, successful organizations base their corporate strategy on successful marketing strategies of the organization. Customers play an imperative role in the growth and success of any organization and also compose an important component in marketing. Strategic management is based on ensuring accurate collection and analysis of information and data affecting the operations of the organizations. Marketing offers a substantial amount of data and information, which affects strategies and decisions making in an organization.
Therefore, the presentation of the marketing strategies to the top executive is essential in strategy formulation in the organization and major decisions regarding the organizations. I am involved in the development of reports on the marketing strategies and progress of the current project, which is presented to the top executive of Khalid Mohamed Est. Company. This has enabled the organization to formulate and make decisions focusing on the needs of the customers. This aspect has been among the missing component in the companies involved in the supply of building materials. Therefore, strategies and decisions with customer focus in mind will navigate the organization to become the top supplier of building materials in the Saudi Arabia.
Customer Relations Management
Customer relations management is a practice that entails an aspect of all interaction between an organization with its clients. These interactions are complex and involve sales and services related. It also enables an organization to understand its customers better ensuring their satisfaction. Customer relations management also plays an imperative role in ensuring retention of customers through the creation of better customer experience. In addition, it also enables an organization to attract new customers to its customer base, which will lead to winning new clients and contracts with other firms.
In this project, I am involved in the management of customer relations with Khalid Mohamed EST. The company where I am involved in the management of business contacts, customer affairs, winning new contracts and sales leads. This has enabled Khalid Mohamed Est. Company to collect data, which will facilitate the organization to deliver materials and products that are required by the clients. In addition, this data will enable the firm to deliver better customer service and facilitate customer retention and effective management of customer relations.
There have been numerous changes in consumer behavior and customers of Khalid Mohamed Est. Company is not an exception to this broad analysis. Therefore, I am involved in understanding changes, in the behaviors of the company, and identifying how the company can respond to these changes. For example, changes in prices or preferences of consumers and how such changes affect the sales and marketing of the organization. This is done through analysis of data collected in the past current data and forecasts available for the current and past data. This enables the organization to deliver products and services that are in line with the requirements of the client.
Tight relationships between the customer and the organization enable the implementation of business changes in line with the requirements of the clients. The success of any organization is based on heeding to the voice and changing needs of their customers. As a sales and marketing agent, I am involved in ensuring the organization I am involved in ensuring that the organization adopts business changes in line with the needs of the customers. Therefore, customer relations management has been an imperative practice in the organization, and as the main agent of Khalid Mohamed EST. A company with its customers, I have ensured that customer needs are considered by the organization, in the formulation and implementation of strategies and decisions.
Shaping the Company’s Public Profile
As the sales and marketing agent of Khalid Mohamed EST. Company, I also play an imperative role in shaping the profile of the company among the public. We act as agents of the organization in the market, in the public presenting the firm to customers and other stakeholders in the community. In the past, companies have made attempts to separate issues of corporate, investor and public relations. For example, with the rise of information and technology, where the public can attack an organization in different internet sites and social media sites, the sales and marketing team presents and defends the organization against such claims. For example, the public can question the quality of an organization’s products and sales and marketing team defends the organization against such allegations.
For example, through market segmentation the organization is able to expand its sources of opinions from the customers. Through such practices, the organization is able to shift the image of the organization in the market. This facilitates an integrated approach towards management of the organization public relations and investor relations. This is due to the fact that the sales and marketing teams are able to customers’ needs and employ sophisticated marketing tools and techniques in shifting the image of the organization among the public.
In addition, when an organization is carrying out a campaign, which is geared towards improving the image of the company, it must be based on intensive market research. In this case, we are involved in correction of such data about the customers and Khalid Mohamed Est. Company can use such data in case it is carrying a campaign towards improving its image or sales. This data is also used in the forecast of future performance of the firm in terms of sales and revenues in the long run. The rise of the organization towards being top supplier of building materials in Saudi Arabia is also based on intensive data collected about the competitors and existing conditions in the market.
Therefore, as an agent of the organization, we are bestowed with the duty and responsibility of presenting the organization in the public. At any one time when we visit potential or existing customers, we are the face of the organization to such clients. Therefore, when questions arise in regards to credibility or issues affecting the organization, we are in the position of defending the organization. We also sell the business concepts and values of the organization to clients in ensuring the customers understand the business concepts of Khalid Mohamed Est. Company.
Building New Marketing Opportunities and Capabilities
The organization aims at being the top most building materials supplier in Saudi Arabia. However, the business environment has been continuously changing, which calls for new marketing capabilities, which will create new marketing opportunities. For example, the organization needs to ensure development of brand name for the organization for marketing different products and the organization as a whole. For example, as the marketing and sales team, we have been evaluating the possibilities of building the brand across different media. For example, vehicle branding and involvement of an advertising agency will facilitate the creation of integration messages (Court, 2007). This will facilitate management of data leading to the development of new skills and analysis of data, which will lead to maximization of offline and online marketing expenditures in the organization.
It is essential for the organization to develop new marketing opportunities and capabilities to deal with rising changes in the business environment. As the organization’s agents in sales and marketing, we evaluate new marketing opportunities and capabilities, upon which the organization will be able to expand its operations.
In conclusion, my role in Khalid Mohamed Est Company involves marketing and sales duties and responsibilities, which will facilitate the organization rise to become the top most supplier of building materials in Saudi Arabia. For example, I have been involved in the analysis of the market and the existing conditions of the organization in the formulation of strategies that will enable the organization growth. I have also been involved in strategy formulation and implementation in the organization as marketing plays a central role in corporate strategies. As a sales and marketing agent, I have also been involved customer relations management and shaping of the organization public figure.
As the main field agent in the sales and marketing at Khalid Mohamed Est Company, I have been able to develop cordial relationships with other team mates. This has led to effective operation and carrying out of the duties and responsibilities bestowed upon us. In addition, effective relationships with colleagues has facilitated timely completion of tasks in an effective manner. The cordial relationships with the work mates has also led to increased motivation and morale among the team mates which has led to improved performance of the team. As a result, the top management has been pleased with my management skills and the way I drafted my field reports. I have been putting my best effort in performance of my duties as I want to use this as a learning experience to operate my business in future.
References
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Eliason, F. (2012). At Your Service: How to Attract New Customers, Increase Sales, and Grow Your Business Using Simple Customer Service Techniques. New York: John Wiley & Sons.
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Leininger, E., & Carpenter, G. (2013, May 22). Preparing the Next Generation of Chief Marketers. Retrieved June 21, 2013, from http://adage.com/article/cmo-strategy/preparing-generation-chief-marketers/241621/
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