Modern Construction Enterprises

Modern Construction enterprises 1
MODERN CONSTRUCTION ENTERPRISE
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Modern Construction enterprises 2
Fulton Hogan limited
Market identification
The process of identifying a target market for a construction business. Market
identification helps in attracting and retaining of a company’s market share. Over the years,
Fulton Hogan limited has been able to establish various methods of identifying their markets
(Gransberg, et al., 2010).Some of the steps Fulton Hogan takes to identify their markets include:
Research into the problems that their products solve, this ways they are able to identify the
people that need their products. Some of the analytical questions are:
1. What are the features of the products or services the business offers?
2. What benefits do the features have?
3. What benefit does the product give to the market?
4. What marketing methods are best to reach the market?
5. Is the potential market big enough for Fulton Hogan businesses investment?
The next step is to analyze the market that has bought their product or service and from that, they
refine their target market (Chambers, 2011). The various factors considered in the analyzing of
the market include:
1. Market demographics
2. Type of audience
3. The occupation of the target market and the income of the market segment
4. Location of the market
5. Gender
6. Ethnic background

Modern Construction enterprises 3
Client relationship
Maintaining a good client relationship stems from the communication an organization
observes in client contact. Fulton Hogan contact with clients is organized in such a way that
there is an internal chain of command that is written in the contract details (Muir, et al., 2012).
This allows the efficient communication between the teams on site with the clients. Those teams
includes: supervisors, contractors and sub-contractors and suppliers. With this, kind of a system
in place the client is only given one single point of contact that they can query over any concerns
that they have.
Defining of the rules of engagement with a client in a project is also very important. For instance
the frequency in which the client desires project updates and reports, the preferred
communication channels and the information required of the client.
Another way of Fulton Hogan organizing its contact with clients is by utilizing technology
(Gransberg, et al., 2010). This is through video clips pictures depicting the project progress on
site
Supply chain integration
This is the typical construction supply chain at Fulton Hogan (Snijders, 2007)
Raw material