Fulton Hogan | Case Study | Doc

Running head: FULTON HOGAN
FULTON HOGAN
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FULTON HOGAN
Targeting the Market:
Fulton Hogan is a large construction and road works firm, doing great business in New
Zealand and Australia. The origin of the company is in New Zealand, however it has expanded a
great business in Australia as well. Dealing in the business world since 1933, the organization
has a huge market base, and a good market exposure and the prime areas, where the organization
works, are, Roads and Bridges, Ports and Airports and Railways, Communications and the
Energy Resources, Defense System of the Countries or the States and the Water Infrastructures
(Fulton Hogan. 2020). Therefore the prime focus of the organization or the target market for the
organization, is, the governments of the countries and the states and the big private organization
of the same. The major projects of the organization include the Arraw Dam, Arthurs Lake Hydro,
Awakino Tunnel Bypass, Auckland Motorway Alliance, Bayswater Level Crossing Removal,
Bentkey Chemplex Redevelopement and the like (Fulton Hogan. 2020). Therefore, all these
examples clearly determines that the target market of the company are, the governmental projects
or the projects of the Multi- National Companies.
Contacting the Clients:
Usually the clients are contacted online. Either through the websites of the pages of the
organization or through the websites where the tenders or the advertisements for the
constructions are posted. There are certain portals or websites which are called the tender portals,
where the government of the country, as well as the state governments are enlisted and they
update the portals for the need of construction works. These tenders can be regarded as the
advertisements for work, or projects. Therefore, the organization usually searches through the
portals for work, and thereupon, apply for the beadings of the applicable or the doable jobs
(Lynch et al. 2019). For the private organizations, it is usually the websites of the organizations,

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FULTON HOGAN
where the notifications of the projects are enlisted, therefore, the organization has to search the
websites continuously. However, sometimes when a good relationship is established between the
Fulton and the other company, a direct call from the partner company can be expected. For
example it is partnered with Citywide, therefore, it is more likely that most of the projects will be
conducted by Fulton Hogan itself. Therefore as can be seen that the major way of contacting
these organizations or to search for the projects is to search through the portals or the company
websites (Hurley. 2013). However, sometimes tether are invitations made through the mail
chains, that is, sometime the companies get direct mail invitations to come down to the beading
process.
Integration of the Supply Chain:
The supply chain policy or the supply chain system of the organization is the prime
reason for the company to get success. The company owns its own asphalt manufacturing plants,
from where all the operations of the road building projects and the maintenance business is done,
throughout New Zealand and Australia. Therefore, it can be claimed that the supply management
of the organization is quite strong, and the organization follows a traditional mode of supply
chain policy, hence, all roads first lead to the manufacturing facility and then to the customers
(Alabaster, D., Herrington, P. and Waters. 2014). The organization primarily focuses upon its
manufacturing plants and its supply chin system and therefore, there is national level negotiation
between the organization and its suppliers. The agreements are signed at the national level and
since the organization is vertically integrated and as the internal resources of the organization are
used rigorously and to meet all the needs therefore, it becomes easier for the organization to
manage its supply chain system (Benton, 2020). In this notion the organization practices a
decentralized attitude in order to endure a complete understanding of the supply chain system