Mission vision and values PDF

MISSION, VISION AND VALUES
Our values guide our culture. They are the essence of what we stand for. They remain a constant in
everything we say and do. They are what we look for in our people. These foundations will continue
to be built upon as our company innovates and grows.
MISSION
The mission of the company is to offer an innovative product and service with quality, therefore it
dedicates much of its efforts to the research and development of new products and processes, as
well as to the application of new emerging technologies to development and execution of works and
activities carried out for innovation and style.
VISION
The main objective is, certainly, to be the best building products company. With a broad product
portfolio and manufacturing and sales facilities across Australia & North America, Brickworks is
uniquely placed to service the demands of the building industry. As Brickworks Building Products
expands globally, we continually foster and advance our products and our brands. We continue to
lead the way through design, style, innovation, sustainability, and collaboration.
VALUES
CARE: Brickworks states that safety processes and sustainable products are the foundation
for all other values. They invest in security and stability to lead their industry in innovation
and excellence.
COLLABORATE: A strong collaborative approach to ideas and solutions makes Brickwork agile
and resourceful. They promote equality and diversity by having strong partnerships with
colleagues, customers and the industry.
EXCEED: High standards products is what makes Brickworks stand out from competitors.
Determination and discipline to overcome obstacles, solve problems and finish tasks
efficiently are highly recognised and celebrated.
INNOVATE: Brickwork is actively looking for ways to refine and improve their processes and
products. They maintain their leading position with vision and innovation and by investing in
technology.
INTEGRITY: Commitment and/or promise as a way to respect for colleagues and customers.
LEAD: Their work culture is based on a strong leadership which can develops potential into
talent and achievement, in order to create distinguish products.

SEGMENTATION STRATEGY, TARGET AND POSITIONING
1. Segmentation strategy
Market segmentation is usually defined as the process of dividing potential customers into distinct
groups for the purpose of targeting and designing segment-specific marketing strategies.
Brickworks has three business segments: Building Products, Property and Investments. The building
products business is Brickworks legacy business, which manufacture bricks made of clay and
concrete, precast concrete panels, masonry products, roofing tiles, specialised building systems and
also import cement for internal use. The brick division has the highest margins within the building
products segment.
Defining the segmentation strategy, in this case, the company to a single segment is not directed but
adapts its offer to the different needs of its customers, therefore Brickwork follows a strategy of
differentiation.
2. Target audience
Market segments need to be identified and then a decision needs to be made as to which customer
groups to target and how many groups to target. Once the target segments or groups are identified,
the delivery of the offering may begin.
The major factors Brickworks segment evaluation would be their competitiveness, local rivals’
competitiveness, profitability, and entry barriers. Brickworks market is likely to be attractive in terms
of market volume and growth rate. Moreover, the level of activity in residential construction
markets depends on new housing starts and residential remodelling projects, which are a function of
many factors such as general economic conditions, the availability mortgage and other interest
rates, home resale rates, housing affordability, demographic trends and consumer confidence in
each of the countries and regions in which Brickworks operate.
CONCENTRATION
STRATEGY
SEGMENT
EXPANSION
STRATEGY
DIFERENTIATION
STRATEGY
PRODUCT LINE
EXPANSION
STRATEGY
SINGLE VARIOUS
SINGLE
VARIOUS
PRODUCT
SEGMENT

Brickworks must target one or more segments of design-and-build, construction management, real
estate development, and specialist subcontracting. While real estate development require
considerable capital commitments, design-and-build, construction management, and specialist
subcontracting need solid innovation and technological knowledge.
3. Positioning
Positioning in this section, it has created a positioning map, in order to visualize what is the where
Pavasal is respect to competition in the consumer's mind. In this map are defined two main
variables, quality and service, which are those that provide a competitive advantage to the company.
As for quality, refers to that which is mainly reflected in three aspects, the materials used in the
construction project, and the implementation of this, that is, to everything that brings added value
to the customer. As for services, it refers to the variety of services that the company offers.
Therefore, it is talking about a quality-based positioning. In addition, it is a consumer-centered
position, as the company tries to provide its products and services of those attributes that are suited
to the needs of its customers. Pavasal, is positioned as a company that provides a service medium-
high quality, therefore the strategy followed by the company is differentiation, which will be
explained in the following section. As shown in illustration 20, the main competitors of the company
in terms of quality are those companies located in the upper right quadrant, Becsa, Emipesa, Chm
infrastructure and Sorigué. In addition, the company is competing in terms of services offered as
Torrescámara. And finally, we find companies that are in an intermediate position such as Gonzalez
Soto and Aglomerados Los Serranos.
OBJETIVES AND STRATEGIES
The SWOT analysis was performed previously in detailed. Form this analysis, objectives of the
Marketing Plan will be defined. These objectives must be related to the weaknesses previously
mentioned, in order to improve the necessary aspects of the brand.
OBJECTIVE 1: INCREASE REPETITION PURCHASE RATE IN A 50%:
Repeat rate shows you the percentage of your current customer base that has come back to to shop
again. This rate is influenced by your efforts at customer retention and is a very efficient measure of
loyalty. We want to increase the repetition purchase rate in Brickworks, that is, that the consumer
wants to repeat his purchase. Nowadays long-term relationships with customers is key.

OBJECTIVE 2: ATTRACT 10% NEW CUSTOMERS
The company will attract new customers, 10% in one year, BY becoming known to a greater extent
through its website and social networks, thus increasing its visibility. It also aims to participate in
events and marketing campaigns on construction.
OBJECTIVE 3: ESTABLISH BRICKWORKS IN THE TOP OF MIND OF ECO-FRIENDLY CONSUMERS
Brickworks will be recognise as an eco-friendly brand. Nowadays, customers have a higher
awareness of protecting the environment. Eco-friendly brands are much better perceived by
customers.
OBJECTIVE 4: INCREASE 5% OF MARKET SHARE BY EXTEND THE BRAND GEOGRAPHICALLY.
Achieve an increase of 5% of the market share within a year, promoting and highlighting urban
regeneration and the importance of providing quality and innovation in services. This will be done by
extending the geographical scope, being present throughout the Australian territory.
Strategies
The strategies of the Marketing Plan will allow us to meet the previously stated objectives. Each
strategy will be connected with an objective, in order to develop a coherent action plan, in order to
improve our weaknesses.
Strategy 1: Loyalty strategy
Related to objective 1.
Having the advantage that Brickworks products are unique in terms of design, the ease of
keeping our customers loyal is due to the fact that customers can find similar products with similar
quality-price ratio.
Our strategy is divided into 6 different strategies with their different actions:
• Strategy of Attracting customers:
Marketing actions for this strategy
1.1 Chatbot
An online chat system will be installed on Brickworks website, and on social networks that allow it,
such as Facebook. This chat allows to answer all the questions of potential customers. This chat must
be available 24 hours a day, seven days a week. In addition, this chat will have an integrated CRM