Marketing Audit on a Construction Company

Title page

Name                        :        Vimleswary A/P K Rajandran

Student No                :        0061088571

Course                         :        MKT5000 Assignment 1: Marketing Audit

Title                        :        Marketing Audit on C & S Engineering Management Sdn Bhd

Due date                :        6th September 2016

Unit coordinator        :        Karen Miller

Prepared for                :        University of Southern Queensland

Prepared date                :        1st September 2016

Word count                :        

TABLE OF CONTENTS

EXECUTIVE SUMMARY ……………………..………………………………………….II

1. Introduction ……… …………………………………………………………………1

1. Organisational Overview …………………..……………….………………….…....1

3. Environmental Scan   ……………………………………………………………........1

1. Internal factor …………………………………………..…………………………… 2
2. External Factor ……………………………………………………………………….2

 3.2.1 Political ……………………………………………………………………………..2        

3.2.2  Legal …………………………………………………………………….…………2

3.2.3  Economic ………………………………………………………………………….3

       3.2.4  Social and Culture …………………………………………………………………3

 3.2.5 Technology ………………………………………………………………………...3

       3.2.6 Environmental ………………………………………………………………………4

3.3 SWOT Analysis ………………………………………………………………………4

1. Customer, Competitor and Stakeholder analysis …………………………………..5

1. Target Market Segmentation…………………………………………………………

1. Customer analysis ………. ……………………………………………………….

1. Competitive analysis ………………………………………………………………

1. Stakeholder analysis ………………………………………………………………..

1. Conclusions and recommendations..........................................................................

EXECUTIVE SUMMARY

20 years in the construction industry, C & S Engineering Management Sdn Bhd (CSEM) has developed to be a fundamentally strong company. It has been revolutionizing the construction industry since it started its operations. The company’s intention of going big and abroad will further enhance its standing in the construction business.

CSEM values its employees as its most important assets. In order to maintain and retain employees, it is very crucial to get the right staff and get to know them from the beginning.  It’s a known fact that any addition or replacement has a high impact on the culture and dynamics of the company.  CSEM tries to understand each of employees’ goals and this will inspire them to achieve those goals. Staff recognition has also played a part in retaining them. This conveys that their contributions are appreciated and encourages them to work towards of the organization success.

The saying of we will be successful if our clients are successful. CSEM values and appreciates its client trust in the company to develop any given project. By putting clients interest and needs ahead of its own, managing client’s resources effectively, deliver only the best and building trust has overcome doubt its operations.

Suppliers and subcontractors play a huge part in the CSEM operations. They are important to ensure the industry functions effectively. Physical supplies such as materials, goods and services are provided by them to proceed with any project. CSEM maintains a good relationship with its suppliers. They are reliable and efficient in ensuring material and goods are available and supplied for any of its projects.