Construction Delays and Brand Equity Impact

This assignment delves into the relationship between construction delays and their effect on brand equity. It requires a structured research approach, covering topics like identifying causes of delays, analyzing their impact on brand perception, and proposing solutions for minimizing delays to protect and strengthen brand value. The final chapter will summarize findings and offer recommendations for construction companies aiming to enhance brand equity.

To identify the causes of construction delays and its
impact on overall brand image: A case study of Ameon
Group Ltd.
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Table of Contents
TITLE .................................................................................................................................................3
1.1 Background of the study ...........................................................................................................3
1.2 Research aims and objectives ...................................................................................................4
1.3 Research questions ....................................................................................................................4
1.4 Rationale of the study ...............................................................................................................5
1.5 Significance of the study ...........................................................................................................5
1.6 Structure of dissertation ...........................................................................................................6
REFERENCES.....................................................................................................................................8
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TITLE
To identify the causes of construction delays and its impact on overall brand image: A case
study of Ameon Group Ltd.
1.1 Background of the study
The construction industry of UK is continuously growing and it highly contributes in the
gross value of economy. This industry has employed more than 2.2 million of UK and there by
makes remarkable contribution in the economic growth as well as development. In the present time,
more than 192000 construction companies are situated in UK. In the accounting year 2009,
construction industry of Great Britain received order of £18.7 billion from the private sector (Ball,
2014). Besides this, construction projects worth of £15.1 billion received from the public sector.
Now, the main projects which are carried out by the construction industry in related to the crossrail
and Heathrow airport etc.
However, to achieve success in such industry it is highly required for the firms to
accomplish the project within the suitable time frame. Moreover, now demand in the market for the
hotels, spa, educational institution is increasing with the very high pace. In this, accomplishment of
project on time closely influence the satisfaction level of contract provider. In this, business
organizations operated in the construction projects can get the desired level of outcome or success
only when they manage their projects more effectively (Bassi, A. and et.al., 2012). Moreover, there
are several factors which may result into delay in the construction projects. Such factors include
ineffective planning, low level of co-ordination, inappropriate estimation level of fund etc.
For this dissertation, Ameon group Ltd has been selected which is one of the leading
construction company of UK. It deals in the projects which are related to the commercial &
industrial, education, healthcare, hotels and accommodation etc. Company follows ISO 9001: 2008
quality assurance standards with the aim to deliver high quality services to the customers (Ameon
group Ltd., 2016). Along with this, business unit also considers health and safety measures because
construction projects are highly associated with the health aspect of people (Dadhich, P. and et.al.,
2015). Business organization also offers online services to the customers. This in turn develops
satisfaction among them by offering the high level of convenience to them. In this regard, the
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present dissertation will shed light on the factors which closely influence the accomplishment of
project. In addition to this, such detailed investigation will also develop understanding about the
level to which project delays affect the brand image of firm.
1.2 Research aims and objectives
Aim
The aim of the researcher is to assess the causes due to which construction projects delay
and thereby affects the brand image of Ameon group Ltd.
Objective
On the basis of the above aim following objectives have been developed by the scholar are
enumerated below:
 To assess the trend of UK construction industry.
 To find out the several factors which may cause delay in construction projects.
 To evaluate the impact of construction project delay on brand image of Ameon Ltd.
 To determine the relationship between the project delays and brand image in the
construction industry.
 To recommend the ways to Ameon Group Ltd through which issue of construction delay
can be overcome.
1.3 Research questions
Research questions may be served as a pathway which provides deeper insight to the scholar
about the issues which he/she needs to resolve. In this way, research questions assist in conducting
the whole investigation more effectively and efficiently. Research questions of the present study are
as follows:
Q.1 What is the trend of UK construction industry in terms of growth and success?
Q.2 Which kind of factors or elements affect the effectual accomplishment of project?
Q.3 What is the extent to which project delays have negative impact on the brand image of Ameon
group Ltd?
Q.4 Which kind of relationship exists between the project delays and brand image?
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1.4 Rationale of the study
The issue which has been undertaken by the scholar for such project is to make analysis of
the factors which may cause of delay in the accomplishment of project. Now, it is the big issue
which is facing by the large number of companies of construction sector. Factors account for the
delay in projects include several groups namely owner, laborers, external, designer, contractor and
consultant group (Khosrowshahi and Arayici, 2012). All theses aspects place adverse impact on the
success aspect of project in terms of cost, time and quality. Hence, it is highly vital for the
construction companies to take significant action in against to it.
The reason behind conducting such study is that construction projects delay has high level of
influence on cost, quality, administration etc. In this, by conducting in-depth investigation on such
topic scholar provides companies with the suitable and cost effective solution. This issue will be
investigated by the scholar through the means of primary research (Killip, 2013). Moreover, by
assessing the viewpoints of managers of Ameon group Ltd scholar would become able to identify
the suitable causes behind the project delays to the large extent. In addition to this, survey also helps
in evaluating the extent to which brand image of the firm is affected due to the failure of it in
relation to completing the project on time (Sarhan and Fox, 2013). In this, by using the effectual
tools and techniques scholar presents the fair view or solution of the issue.
1.5 Significance of the study
In the present time, projects delay is the major issues which are facing by the large number
of construction companies of UK. In this regard, companies exist in the construction sector can
make use of such study and its outcome for resolving the issues which are facing by them.
Moreover, meeting deadlines is the biggest factor which impacts the satisfaction level of the client
to the large extent (Sherratt, 2014). In this, by taking into consideration such study Ameon group
Ltd and other companies can improve its brand image to the large extent. In addition to this, such
study will also help other scholars who is planning to conduct investigation on such topic.
This study will provide other stakeholders with the brief overview regarding the trend and
problems which are facing by the construction companies of UK. Along with this, such dissertation
and its findings also provide government with the information about the issues facing by the
construction companies. This in turn helps government in taking strategic action which aid in the
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profit margin of firm (Tutt, D. and et.al., 2013). Moreover, government authority is highly
concerned towards the infrastructural development. In this, by taking the strategic action
government authority can overcome all such obstacles to the significant level.
1.6 Structure of dissertation
Chapter 1: Introduction
The first chapter of the dissertation is introductory that furnishes information about the
background of the study. In this, researcher develops aims and objectives which will be carried out
by him in the whole study. Further, researcher also provides information regarding the significance
and stimulator behind conducting such investigation.
Chapter 2: Literature review
Once aims and objectives have been developed thereafter researcher evaluated of all the
secondary data sources such as books and journals which are available on the internet. Along with
this, scholar also undertakes which are published by the government and other research agencies
regarding such topic. This in turn helps researcher in gaining deeper insight about the extent to
which construction delays having impact on the brand equity of firm.
Chapter 3: Research methodology
In the third chapter, methodology framed by the scholar with the aim to conduct study in the
right direction. In this, scholar identifies the research approach and philosophy which highly suits
to the presents' study or investigation. Along with this, researcher also makes effort to asses the
suitable method for data collection both primary as well as secondary. In this, scholar also depicts
the tools and techniques for data analysis. Hence, it is the most important section of disseration
which provides direction or guidance to the scholar in the whole study.
Chapter 4: Data analysis and findings
This chapter is the vital part of study because it clearly presents the findings in a structured
manner. In this, researcher shows the findings by making use of graphs and charts with the aim to
develop better understanding. Thus, by using the suitable tool researcher will highlight the level to
which causes of construction delays having impact on brand equity.
Chapter 5: Conclusion and recommendations
In 5th chapter scholar summarizes all the findings in line in the research aims and objectives.
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Under this, researcher briefly describes each and every aspect which has been found by him in the
data analysis section. Further, investigator also highlights the ways in this chapter through which
construction companies can overcome the issue of project delays. Besides this, investigator also
recommends the ways which in turn helps business organization in building, maintaining and
strengthening the strong brand equity.
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REFERENCES
Books and Journals
Ball, M., 2014. Rebuilding Construction (Routledge Revivals): Economic Change in the British
Construction Industry. Routledge.
Bassi, A. and et.al., 2012. UK and Italian EIA systems: A comparative study on management
practice and performance in the construction industry. Environmental Impact Assessment
Review. 34. pp.1-11.
Dadhich, P. and et.al., 2015. Developing sustainable supply chains in the UK construction industry:
A case study. International Journal of Production Economics. 164. pp.271-284.
Khosrowshahi, F. and Arayici, Y., 2012. Roadmap for implementation of BIM in the UK
construction industry. Engineering, Construction and Architectural Management. 19(6). pp.
610-635.
Killip, G., 2013. Products, practices and processes: exploring the innovation potential for low-
carbon housing refurbishment among small and medium-sized enterprises (SMEs) in the UK
construction industry. Energy Policy. 62. pp.522-530.
Sarhan, S. and Fox, A., 2013. Performance measurement in the UK construction industry and its
role in supporting the application of lean construction concepts. Australasian Journal of
Construction Economics and Building, The. 13(1). p.23.
Sherratt, F., 2014. Exploring ‘Zero Target’safety programmes in the UK construction industry.
Construction Management and Economics. 32(7-8). pp.737-748.
Tutt, D., Pink, S., Dainty, A.R. and Gibb, A., 2013. Building networks to work: an ethnographic
study of informal routes into the UK construction industry and pathways for migrant up-
skilling. Construction Management and Economics. 31(10). pp.1025-1037.
Online
Ameon group Ltd., 2016. Online. Available through: <http://ameon.co.uk/about-us/company-
accreditation/ >. [Accessed on 8th November 2016].
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