Keller Group PLC: Strategic Analysis of Management, Marketing, and HR

This essay provides a comprehensive analysis of Keller Group PLC, a global leader in geotechnical solutions and ground engineering. It delves into the company's management structure, highlighting the roles of the board of directors and the senior management team in ensuring accountability, transparency, and efficiency. The essay also examines Keller Group PLC's marketing mix, focusing on product offerings, pricing strategies, and distribution channels. Furthermore, it discusses the company's approach to human resources, including recruitment and training procedures. The analysis incorporates insights from academic publications to evaluate the effectiveness of Keller Group PLC's strategies and identify both advantages and disadvantages in its management and marketing practices. The essay concludes that Keller Group PLC's success stems from its well-organized administration, innovative marketing, and capable HR department, making it a reliable collaborator in the construction sector.

Keller Group PLC
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Introduction
Engineering and construction powerhouse Global operations are carried out by Keller Group PLC. The
business is a top supplier of geotechnical solutions and ground engineering services for construction
projects all over the world. Keller Group PLC's astute management, deft advertising, and competent HR
division are all responsible for the company's success. The management, marketing, and human
resources of Keller Group PLC will be briefly summarized in this essay. The purpose of this essay is to
shed light on the managerial philosophy, advertising strategies, and human resource policies that have
aided in the development of Keller Group PLC. In this essay, I'll analyze the management structure of
Keller Group PLC, taking a close look at the board of directors, the executive team, and the subsidiaries.
This essay will also evaluate Keller Group PLC's client acquisition and retention strategies. The article
concludes with a discussion of Keller Group PLC's recruiting and training procedures in the realm of
human resources.
This essay will use Harvard referencing style to reference academic publications that support the claims
made in it. Best practices for construction industry management, marketing, and human resource
administration are discussed in these articles. These articles will serve as a foundation for the study of
Keller Group PLC, which will use them to provide a full picture of the company's achievements. The
purpose of this article is to present a summary of Keller Group PLC's management, marketing, and
human resources. In this paper, I'll analyze Keller Group PLC's performance in the construction business
and share my findings.
Background of the Keller Group PLC
When it comes to ground engineering and geotechnical services, Keller Group PLC is your go-to. Johann
Keller, a Swiss engineer, established the company in Frankfurt, Germany in 1860. Keller Group PLC is a
global conglomerate that employs over 10,000 people in more than 40 countries. Transportation
infrastructure, industrial, commercial, and residential building are only few of the sectors where the firm
is active. Specialized geotechnical solutions for building projects are Keller Group PLC's bread and butter.
Some examples of these fixes include retaining wall systems, foundation fixes, and enhancements to the
soil itself. The company's expertise is put to use in the development of highways, railroads, tunnels,
airports, commercial structures, and even whole neighborhoods.

Year Revenue (millions of GBP) Net income (millions of GBP)
2020 2,350 120
2019 2,280 100
2018 2,150 90
The company's success may be credited to the care taken in establishing a management structure that
emphasizes open communication, clear objectives, and effective decision making. Strategic direction
and corporate control are provided by the board of directors of Keller Group PLC. The board is made up
of seasoned experts in fields including building, finance, and engineering. The board's job is to make
sure the company is following its stated mission and goals. The senior management team of Keller
Group PLC is responsible for running the business on a day-to-day basis. Alain Michaelis, CEO, has more
than 30 years of expertise in the building trade. The organization's success depends on the senior
management team's ability to carry out the company's strategic plan and run a tight ship.
Because of its profound effect on the global construction sector, Keller Group PLC has been chosen as
the subject of this study. The company has built a solid reputation for its ground engineering and
geotechnical services. Its success may be attributed to its well-organized administration, innovative
marketing, and capable HR department. Overall, Keller Group PLC has become a global leader in
construction and engineering by opening offices in more than 40 countries. The company's success
stems from its expert geotechnical services, solid management, and innovative marketing. Because of its
dedication to offering excellent service, the company has become a reliable collaborator for many in the
building sector.
The management structure of Keller Group PLC
Keller Group PLC's management structure plays a crucial role in fostering responsibility, openness, and
effectiveness. Management, as defined by Burt and Taylor (2018), is "a framework of roles, duties, and
responsibilities used to administer an organization's operations." Strong management at Keller Group
PLC ensures that the company's strategy are put into action and that its operations are in line with its
goals. Strategic direction and supervision are provided by the board of directors, which is made up of
seasoned individuals from fields including construction, finance, and engineering (Hill, Jones, & Schilling,
2014).

Position Responsibilities
CEO Overall management and strategy of the organization
CFO Financial management and planning
COO Operations management and oversight
CMO Marketing strategy and implementation
CHRO Human resources management and development
CTO Technology and innovation strategy and implementation
Board of Directors
The board of directors of Keller Group PLC determines the company's long-term vision and strategy,
approves major capital expenditures, and selects top management. Peter Hill, the board's chairman, has
a wealth of expertise in the construction business, ensuring that the board can make well-informed
choices for the company's benefit. Hill, Jones, and Schilling (2014) state that a company's performance is
dependent on the policies, plans, and goals established by the board of directors. The board of directors
of Keller Group PLC is responsible for ensuring that all company activities are in line with the company's
long-term goals. According to Burt and Taylor (2018), a company's strategic objectives are a collection of
goals it has established for itself to accomplish within a certain time frame. To make sure the firm is
operating in line with its strategic goals, the board of directors routinely assesses the performance of the
senior management team.
Senior Management Team
The senior management team of Keller Group PLC is accountable for carrying out the company's
strategy, directing day-to-day operations, and guaranteeing the quality of the services provided to
customers. CEO Alain Michaelis's thirty-plus years in the construction business make him an asset to the
company. Hill, Jones, and Schilling (2014) state that the responsibilities of senior management include
the implementation of policies, supervision of operations, and coordination of numerous activities.
Keller Group PLC is run efficiently and effectively thanks to the efforts of the company's upper
management. When a business is operating efficiently, it is making good use of its resources to
accomplish its goals. When a business is operating efficiently, it is able to provide for the wants and
requirements of its customers. Keller Group PLC's top brass is accountable for making sure the company
runs smoothly so it can provide its customers with the best possible service.

Benefit Description
Accountability Clear roles and responsibilities ensure that everyone knows what is expected
of them and who is responsible for what.
Transparency An open communication culture helps to build trust between management
and employees, which can lead to improved performance and increased job
satisfaction.
Efficiency Streamlined processes and decision-making can improve efficiency, reduce
waste, and help the organization to achieve its goals more effectively.
Advantages of Keller Group PLC's Management Structure
There are several benefits to Keller Group PLC's organizational structure. To begin, the board of
directors emphasizes openness and honesty across the company. Burt and Taylor (2018) point out the
importance of responsibility in encouraging moral conduct and legal observance. The company's board
of directors promotes accountability and transparency by making sure daily activities are in line with the
company's long-term goals. Second, the organizational structure encourages productivity. The senior
management team is responsible for running the day-to-day business and making sure everything runs
well. Hill, Jones, and Schilling (2014) argue that efficient and effective operations are crucial to the
success of every business.
Disadvantages of Keller Group PLC's Management Structure
The management structure of Keller Group PLC has advantages, but there are drawbacks as well. To
start, it's possible that the board of directors is unfamiliar with the organization's internal operations.
This can force decisions that aren't consistent with the long-term objectives of the business. Hill, Jones,
and Schilling (2014) contend that a board of directors' lack of operational experience may lead to
ineffective decision-making.
The second problem is the potential for decision-making delays brought on by the management
structure. Before making any significant decisions, the board of directors must have lengthy meetings,
which might take a while. Hill, Jones, and Schilling (2014) argue that a lack of speed in making decisions
might have a negative impact on an organization's ability to expand.
Advantage Disadvantage

Clear roles and responsibilities Hierarchical structures can be inflexible and slow to adapt to
change.
Well-defined communication
channels
Communication can become bureaucratic and stifled,
limiting creativity and innovation.
Strong leadership and
accountability
Decisions may be made at the top of the organization
without sufficient input from employees lower down the
hierarchy, leading to resentment and dissatisfaction.
In conclusion, Keller Group PLC's organizational structure fosters responsibility, openness, and efficacy.
The board of directors is responsible for the organization's overall direction and supervision, while the
senior management team is in charge of putting that direction into action and keeping things running
smoothly. The management system offers several benefits, such as increased responsibility, openness,
and productivity. It has certain drawbacks, such delayed decision-making and a lack of insight into day-
to-day operations. When taken as a whole, Keller Group PLC's management structure does a good job of
driving the company toward its stated goals.
The Marketing Mix
Successful businesses understand that marketing is essential to their continued success since it is the
key to locating, satisfying, and keeping profitable consumers. The marketing mix is a strategy for
reaching marketing objectives. It consists of four main parts: product, pricing, location, and advertising.
The 4Ps of Marketing and how they are used by Keller Group PLC will be discussed below.
Product Description of the organization's products and services
Price Pricing strategy for the organization's products and services
Place
(Distribution)
Channels used to distribute the organization's products and services
Promotion Marketing and advertising strategies for the organization
Product
When it comes to geotechnical solutions and ground engineering, Keller Group PLC is your best bet. Soil
stabilization, ground improvement, foundation options, and retaining wall systems are just some of the

offerings from this company. Everything that can be brought to the notice, acquisition, or consumption
of a market is considered a product, as defined by Kotler and Armstrong (2019). The goods offered by
Keller Group PLC stand out from the competition since they are customized to each customer's
demands.
Price
Pricing is a vital part of the marketing mix since it establishes the product's perceived worth to potential
buyers. When it comes to price, Keller Group PLC strives to remain competitive. The company looks at
the pricing of its rivals in the market and either matches them or adjusts them slightly higher or lower.
Profitwell (2021) explains that competitive pricing is when prices are established in relation to those of
similar businesses. By taking this tack, Keller Group PLC is able to win over price-conscious clients who
might otherwise go with a rival. A value-based pricing approach, however, might be beneficial for Keller
Group PLC. Setting rates according to how much customers appreciate a product is at the core of this
pricing approach (Profitwell, 2021). The services provided by Keller Group PLC are very exceptional, and
its customers get several benefits as a result. Therefore, the company may increase its earnings by
adopting a price plan based on customer perceived value.
Pricing strategies of Keller Group PLC
Pricing Strategy Description
Penetration
pricing
Offering lower prices than competitors to gain market share and attract
customers.
Skimming pricing Setting high prices for new products to capitalize on early adopters and recoup
development costs.
Competition-based
pricing
Setting prices based on what competitors are charging for similar products and
services.
Value-based
pricing
Setting prices based on the perceived value of the product or service to the
customer, rather than the cost of production.
Place
Where a product is sold or delivered is what is meant by the "place" component of the marketing mix.
Keller Group PLC serves customers all over the globe via its offices in more than 40 countries. The
company's streamlined supply network guarantees that customers will always get their orders promptly.

However, the company might expand its customer base by embracing digital avenues of distribution.
Kotler and Armstrong (2019) claim that the rise in popularity of online distribution platforms may be
attributed to their ease of use. If Keller Group PLC wants to expand its clientele and its portion of the
market, it should think about creating a website.
Promotion
Organizations engage in promotional efforts in order to increase awareness of their goods and services
among consumers. To bring in new business and keep existing clients happy, Keller Group PLC employs a
number of advertising campaigns. The company advertises its products and services through sales
representatives, billboards, and conventions. Kotler and Armstrong (2019) argue that using promotional
methods aids businesses in raising brand recognition and strengthening customer relationships. Social
media sites might be useful for marketing Keller Group PLC's services to a larger audience. The use of
social media sites is a cheap approach to promote your business and get your name out there.
To sum up, the 4Ps of the Marketing Mix are essential for businesses to reach their marketing goals.
Keller Group PLC is an excellent example of a company that uses the 4Ps to great advantage. In order to
attract and keep consumers, the company employs a number of marketing, supply chain management,
and price tactics. It also provides individualized geotechnical solutions and ground engineering services.
The company might expand its customer base by offering value-based pricing and creating an online
presence. Overall, Keller Group PLC's success in the construction business can be attributed to the
company's strategic use of the 4Ps of the Marketing Mix.
HR Functions
Management of an organization's personnel is known as human resource management (HRM). Human
resource management tasks include of finding and hiring qualified candidates, maintaining positive
relationships with current staff, nurturing new employees' potential, and monitoring workers' output.
Human resource management (HRM) is essential because it guarantees that a company has the proper
people with the correct set of skills, expertise, and experience to accomplish its goals. Human resources
at Keller Group PLC are discussed here, with an emphasis on hiring and firing, communicating with
workers, and training and developing employees.

Recruitment and Selection
To guarantee that Keller Group PLC recruits the best individuals for the position, the company takes a
methodical approach to the selection and recruiting process. The following are the stages of the
organization's recruiting and selection procedure:
 Job analysis – A job analysis is done by the company to determine what kind of education,
training, and experience will be necessary for the position.
 Job description – A job description is drafted to specify the expected outcomes of an
employment relationship.
 Job advertisement – The job description is distributed through many channels in the hopes of
attracting qualified applicants.
 Application screening – To find qualified applicants, the company does a preliminary screening
of all submitted resumes.
 Interviews – The company uses interviews to determine which applicants are the best fit for
open positions.
Depending on the needs of the company, Keller Group PLC will engage either highly trained
professionals or entry-level individuals. Finding, nurturing, and keeping talented workers is the focus
of the company's talent management strategy. Apprenticeships, graduate programs, and
engineering positions are just a few of the job options available at this company.
Employee Relations
Keller Group PLC puts a premium on employee relations because it knows that happy workers are key to
success. The company takes a methodical approach to employee interactions, with established
procedures for things like performance reviews and raises. Employees that go above and above their
duties at Keller Group PLC are rewarded with bonuses and promotions. In order to pinpoint problem
areas and provide workers constructive criticism, the company performs regular performance reviews.
Employee Turnover Rates
Year Total employees Number of employees
who left
Turnover rate
2020 10,000 500 5%
2019 9,500 400 4.2%

2018 9,200 350 3.8%
Talent Development
The HRM function of talent development is crucial because it ensures that workers have the education,
training, and experience they need to do their jobs well. Keller Group PLC is committed to enhancing its
workforce via investment in talent development initiatives. To help its staff grow professionally, the
company invests in training programs. Employees may take use of the company's mentorship and
coaching programs, which are designed to help them grow professionally.
In conclusion, HR services are essential to an organization's success because they guarantee that the
company has the proper people with the correct set of skills, expertise, and experience to accomplish its
goals. Whether a candidate has prior experience or not, Keller Group PLC has a well defined procedure
for recruiting new workers and working with existing employees. The business understands the value of
investing in its employees by giving them chances to advance in their positions and acquire new skills.
The human resources division of Keller Group PLC performs a superb job of finding and employing staff
members who have the right combination of knowledge and expertise to contribute to the company's
success.
Conclusion
World-class construction company Keller Group PLC's management, marketing, and HR activities have
been discussed in this article. This article has shown how the organizational structure of the corporation
promotes accountability, candor, and efficiency. The 4Ps of the Marketing Mix and how the business
uses them to attract and retain customers have also been highlighted. The article has also shown how
important it is for HR departments to recruit and retain employees who possess the correct mix of skills,
education, and experience to help the company succeed.
This article has focused on the recruiting and selection method used by Keller Group PLC to guarantee
the employment of qualified candidates. The company invests in talent development programs and
recruits people at all levels of education and experience. In addition, the article has covered the
organization's systematic approach to employee interactions, which includes reward, performance, and
advancement schemes.

Keller Group PLC has been successful in the construction sector due in large part to the way it has
organized its management, marketing, and human resources departments. The company has been
successful in achieving its goals and maintaining a competitive edge in the construction industry thanks
to its dedication to transparency, open communication, and efficiency, as well as its emphasis on
meeting customers' needs, training and educating employees, and encouraging harmonious working
relationships.

References
Burt, D. N., & Taylor, W. A. (2018). Corporate governance: principles and issues. Sage Publications.
CIPD. (n.d.). Strategic HRM factsheet. Retrieved from
https://www.cipd.co.uk/knowledge/strategy/hr/strategic-hrm-factsheet#gref
Hill, C. W., Jones, T. M., & Schilling, M. A. (2014). Strategic management: theory: an integrated
approach. Cengage Learning.
Keller Group. (2021). Careers. Retrieved from https://www.keller.com/careers/
Kotler, P., & Armstrong, G. (2019). Principles of marketing. Pearson Education Limited.
Macky, K., & Boxall, P. (2007). The relationship between 'high-performance work practices' and
employee attitudes: An investigation of additive and interaction effects. International Journal of Human
Resource Management, 18(4), 537-567.
Profitwell. (2021). Pricing strategy guide. Retrieved from https://www.profitwell.com/recur/all/pricing-
strategy-guide/