Marketing for Business: A Case Study of Assael, a UK-based Architectural Firm

This case study covers the subject of marketing for business and focuses on Assael, a UK-based architectural firm. It includes a situation analysis of the architectural industry in the UK, Assael's STP research, and its marketing mix strategies. The report also discusses the challenges faced by Assael and the solutions it has adopted to expand its business and increase its presence in foreign markets.

BMA510020 THE
MARKETING
BUSINESS

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Situation analysis.........................................................................................................................1
Strategies and tactics....................................................................................................................3
SUMMARY.....................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
This research would cover the subject of "Marketing for Business." Our research has
selected "Assael," a UK-based architectural firm. Russell Pedley and John Assael developed
Assael in 1994 (Grubor and Jakša, 2018). The industry operates on diverse tasks involving urban
development, professional solutions, and solution development. England is where Assael has set
up its headquarters. The business has over 100 workers and made $8.90 million in revenue
(USD). The firm intends to increase its presence in foreign markets. In order to incorporate
advanced technical framework into the creation of diverse organizational layout and creative
designs, Assael's is attempting to embrace AI intelligence into its business.
MAIN BODY
Situation analysis
Over the last few decades, the Britain's architectural industry had expanded quickly. The
British administration reports that in 2016, architecture skills were outsourced for £ 439 million
while only being acquired for $ 41 million. In addition, there are 10 architectural institutions
worldwide; three of those are in the Great Britain, in Manchester and London. The Foster +
Partners and Buildings designing partnerships (BDP), which holds the first spot on the table of
architectural in the Great Britain, are considered the global leadership in the architectural
industry in that country (Lievens, 2017). A UK-based architecture firm called Fosters + Partners
employs more than 1500 people in 13 locations internationally. However, BDP is a sizable
business as well, employing over 900 people both domestically and overseas. With Hennick and
Associates, both businesses in the Great Britain have the largest global concentrations in their
respective industries. The entrance of technology into the architectural sector is regarded as
being one of the key features in the field of artificial intelligence, where it's among the fastest-
growing sectors. According to Assael, it is a multimillion dollar market, and integrating AI into
the company's efficient operating system would significantly aid in expansion and improve long
term progress.
Assael's problems: Assael has a number of problems that impede the expansion of the
business. Assael has issues with the invention. Architectural firms must frequently adjust and
develop. The higher the ability of the businesses to adjust to the evolving infrastructural patterns,
the higher their prospects of success (Matikiti, Kruger and Saayman, 2016). The legislative,

administrative, vendors, rivals, and financial and commercial circumstances are only a few of the
elements which are influencing the creativity problem. The corporation must also deal with
issues relating to the finest concepts' basic resources. The finest basic supplies are required by
the business for the projects, and it can be challenging to manage them within the budgetary
constraints of the business.
Assael's STP research reveals that the administration, builders, vendors, and investors are
its primary targets. The primary intended market for architectural firms is householders. A
conceptual framework that could be employed is the STP paradigm. Segmentation, targeting, and
positioning are abbreviated as STP. It is a three-step strategy for segmenting the marketplace.
 Segmentation: The chosen targeted market is segmented, and the business structures on
its own in accordance with the needs of the market. Clients are divided into groups
according to their location, demographics, activity, and psychology. Assael divides its
clientele based on cognitive traits. Characteristics such as scale, accessibility, and
revenue, clients are prioritized. By incorporating AI into Assael's operations, it will be
possible to segregate various groups of people far more efficiently and make sure that
their related needs are served in a far more structured way (Mekonnen and Larner, 2018).
 Targeting: STP is a useful tool because it enables segmentation of the client group that
prompts a business to implement a particular advertising plan to appeal to and connect
with each intended demographic. Assael gauges the size of the client group based on how
easily the business could serve its clients.
 Positioning: The three main categories of positioning are perceptual, representational,
and utilitarian. The corporation's finest methodology for locating possibilities across
various sectors is STP. The strategy enables a business to concentrate on a certain client
area, make efficient use of its assets, provide top-notch client support, and several other
things. The application of AI techniques would enable Assael, in specifically, stronger
place its goods in the marketplace and much more accurately count the considerable
development of the company. Assael could create diverse architecture designs far more
effectively and guarantee that all the company's mandated requirements are satisfied far
more effectively by completely integrating AI through all aspects of its operations
(Posavac and Posavac, 2017).

Since the business tries to extend across to a larger consumer group via excellent
workmanship and affordable price, the majority of Assael's products fit into the good standard
and cheap cost categories.
Strategies and tactics
The performance of the business is greatly influenced by the tactical expansion objectives.
The following are the corporate strategy economic expansion objectives for an architectural
design firm: starting with the firm's ideal venture, increasing visibility, developing an
investments which is tailored to the corporation's objectives, fostering logo ambassadors,
developing distinctive marketing, and developing a follow-up strategy which the firm must
adhere to (Roberts, Hofstetter and Greer, 2016).
In the area of design, the business must operate in accordance with client demands. This
makes it possible for clients to have faith in the business and reach out to it for additional
offerings. Assael raises exposure of their business via digital networking webpages, blogs, and
by giving one percent of their revenue to both domestic and foreign philanthropic organizations.
The organisation builds its holdings in accordance with its objectives. The corporation's branding
representative is doing an excellent work of managing tactics to advance international affairs and
sustaining political ties.
 Social marketplace orientation: The phrase "social marketplace orientation" relates to
an advertising strategy which stresses the importance of current societal longer
run objectives in addition to consumer requirements and business objectives. Assael
adopted the option to donate 1% of the corporation's revenue to philanthropic
organisations both domestically and abroad as part of its social marketplace orientation.

Marketing Mix: The term "marketing mix" relates to a management philosophy which is
used by a firm to accomplish its aims and ambitions in the industry. The four Ps—product or
service, pricing, place, and promotion are evaluated using the marketing mix approach.
Assael's marketing mix study-
 Product and service strategies: Assael offers a variety of architecture goods and
activities to its clients. The business provides services in urban planning, structural
layout, industrial architecture, graphics, and scenery architecture on a regional and
worldwide scale (Talikoti, 2019).
 Pricing strategy: Cost management could be used to describe Assael's pricing approach.
The firm's goal is to lower operating and servicing costs using various socioeconomic
levels as well as other strategies in order to emphasise the price benefit to consumers as
the primary image of the product.
 Place-based strategy: Assael's headquarters are in the United Kingdom, in England. A
suitable location for the business might aid in boosting product recognition. Iran and
Denmark have been added to the firm's list of international markets.
 Strategy for brand marketing: Brand recognition is largely boosted by promoting
products. Assael advertises its business on numerous blogs, digital networking online
sources, and other channels. Additionally, the business distributes 1% of its annual
revenue to international and regional charities that is a powerful strategy for building
corporate recognition (Teitelbaum and Wilensky, 2016).
SUMMARY
The subject of the research is "The Marketing Business." Assael has been selected for the
research. A UK-based architectural firm with the name of Assael. This report gives a
comprehensive summary of Assael's rivals, major companies, and industry development. A STP
study of the Assael has been included in the publication. This would offer very little insight into
Assael's overall development objectives. Finally, the Assael marketing mix (4 P's) has also been
given.

REFERENCES
Books and journals
Grubor, A. and Jakša, O., 2018. Internet marketing as a business necessity. Interdisciplinary
Description of Complex Systems: INDECS, 16(2), pp.265-274.
Lievens, E., 2017. Children and the GDPR: a quest for clarification and the integration of child
rights considerations: Panel: Generation Zero-Data & Digital Marketing Protections for
Children and Teens under the GDPR, COPPA and the new FCC Privacy Rules. In
Computers, Privacy & Data Protection: The Age of Intelligent Machines.
Matikiti, R., Kruger, M. and Saayman, M., 2016. The usage of social media as a marketing tool
in two Southern African countries. Development Southern Africa. 33(5). pp.740-755.
Mekonnen, A. and Larner, L., 2018. “Exclusivity Dared”: Impact of Digital Marketing on
Luxury Fashion Brands. In Digital Marketing Strategies for Fashion and Luxury Brands
(pp. 165-177). IGI Global.
Posavac, S. S. and Posavac, H. D., 2017. Adult separation anxiety disorder symptomology and
susceptibility to marketing persuasion. Journal of Social and Clinical Psychology.
36(2). pp.158-169.
Roberts, F. D., Hofstetter, L. and Greer, K., 2016. Connecting With Your Campus Through
Collaborative Library Marketing.
Talikoti, S.C., 2019. Digital Marketing: The Vital Vitamin for The Future Marketing. In
Proceedings of 10th International Conference on Digital Strategies for Organizational
Success.
Teitelbaum, J. B. and Wilensky, S. E., 2016. Essentials of health policy and law. Jones &
Bartlett Publishers.