Business Research: Strategies for London Construction Company

This report provides a comprehensive analysis of the London Construction Company, focusing on business research, marketing strategies, and management theories. The research investigates the company's internal and external factors, aiming to identify effective strategies for revenue generation and business development within the competitive construction industry. The project includes a critical review of key references, the formulation of a research specification, and the implementation of a research plan involving both qualitative and quantitative data collection methods. Data analysis techniques include the use of MS Excel for quantitative data and thematic analysis for qualitative data, with the final section offering recommendations and justifications based on the research findings. The report also considers research limitations, such as time and cost, and utilizes a Gantt chart to manage the project timeline effectively. The research questions focus on internal and external elements, and recommendations are provided for better marketing and human resource aspects.

Table of Contents
LO1: Understand how to formulate a research specification:.........................................................2
AC1.1 – Formulate and record possible research project outline specifications:.......................2
AC1.2 – Identifying the factors that contribute to the process of research project selection:.....3
AC1.3 – Undertaking a critical review of key references:..........................................................3
AC1.4 – Producing a research project specification:..................................................................4
AC1.5 – Providing an appropriate plan and procedures for the agreed research specification:..4
LO2: Implementation of the Research Project ...............................................................................6
AC2.1 – Research Questions:......................................................................................................6
AC2.2 – Proposed Research Investigations:................................................................................6
AC2.3 – Recording relevant data:...............................................................................................6
LO3: Evaluation of Research Outcome...........................................................................................7
AC3.1 – Appropriate Research Evaluation Technique:..............................................................7
AC3.2 – Interpretation and Analysis:..........................................................................................9
AC3.3 – Recommendations with justification:..........................................................................10
LO4: Present research outcome.....................................................................................................11
AC4.1 – Research outcome:......................................................................................................11

Appendix:......................................................................................................................................13
LO1: Understand how to formulate a research
specification:
AC1.1 – Formulate and record possible research project outline
specifications:
London Construction Company is mainly a company that works on the real estate
projects and the different assignments related to the construction of big buildings in various parts
of the town. The construction company mainly facilitates the understanding of the business as
well as identifying the strengths and loopholes pertaining to the same (Sheth & Sisodia, 2015).
This research project mainly concentrates on business research that can serve as a guideline to all
the construction based Business Company to formulate their research work properly. The
research is completely based on the system of doing a thorough analysis of the market, and
create some marketing strategies to increase the revenue of the business.
The main aim of every business is to market the given product, and enhance the
development of the trade by the increasing revenue pertaining to the business. The business can
naturally ensure better revenue than anything else by just giving some kind of better opportunity
related to the business strategy (Wang & Pizam, 2011). The implementation of a proper business
strategy is directly linked with the environmental analysis of a particular place. The London is
facing bigger challenges in the construction industry nowadays. The project considers the study
of the serious methods by the help of which every industry including the construction industry
would develop itself for the better.

This research work even concentrates on collecting data from the management people
and mingle it with the information collected from the survey, and give the same a basic
formation by which everything would be made possible.
AC1.2 – Identifying the factors that contribute to the process
of research project selection:
There are several factors that contribute to the present management research. A
management research is mainly based on twofold factors, like the internal development factors
and the external development factors (Armstrong & Adam, 2014). The most amazing part of the
two is that they are interlinked with each other, and one cannot thrive without another. The
internal development is mainly done by the help of HRM theories to make the workplace better,
and manage the employees to make the organization move towards a bigger goal. The external
development factors consist of the increase in revenue that ultimately generates the revenue, and
makes the product popular by applying marketing strategies.
The entire progress of the research is based on studying the management theories as well as the
marketing theories. There are many theories, and it is very important to measure its pros and
cons, and decide the exact theory that would be best for the London Constructions.
AC1.3 – Undertaking a critical review of key references:
Marketing theories constitute the external development factors of London Constructions.
The marketing of every industry follows the pattern of marketing mix. Now, it is also known as
the 4Ps of marketing, which means the product, price, promotion and place concerning a
particular product. If all these four factors are improved, the business would also become better
over time (Nwankwo & Gbadamosi, 2010). The extended 3Ps of the marketing mix consists of
people, physical evidence and the process. However, the management theories consists of the
strategic management and the operational management in London Constructions. An industry
can either strictly follow the marketing methods whereas the technique might even be operation
based (Foxall, 2014).
The operation based techniques consist of a flexible strategic organizational policy in the
London Constructions where everyone would be able to have a voice in the development of a

strategy (Renz, 2016). It is more employee oriented than process oriented. Nevertheless, if the
business becomes completely strategy based, then the strategy cannot be changed very soon.
AC1.4 – Producing a research project specification:
The main aim of this research project is to find out the real method of understanding the
perfect strategy for the sake of London Constructions. The term strategy implies both the
management strategy and the marketing strategy (Mudie & Cottam, 2010). The management
strategies consist of the methods used for the sake of increasing the teamwork, and the hiring of
efficient employees inside the organization (Hoye & Smith, 2015). However, the marketing
strategies consist of the methods that would increase the revenue of the organization within the
entire industry, and make London Constructions reach a big popularity. The specifications also
consists of the method that is used for the selection of a particular strategy.
The recruitment policies, the management policies and the marketing policies all consist
of the specification inside this research work (Armstrong & Adam, 2014). The research work
would even consist of various methods that are applied while formulating the strategies inside
the workplace. The strategies would be completely at par with the benefits of the organization.
Below are the research methodologies undertaken by the surveyor to conduct this investigation- Research design- This is a clear depiction of the chosen design of the study where it is
also termed as the blueprint of the research work that will further guide the surveyor to
determine other requisite tools to conduct a directional investigation. Herein, exploratory
research design has been chosen by the investigator in context to the chosen subject
matter of this survey. On whose basis, they will hereby refer to explore several business
related ideas for orienting the business at much contending position in the market. Data collection- Here, both primary and secondary data collection methods have been
opted by the surveyor where the primary set of information has been generated by
directly interrogating the targeted participants of this study. These are the employees of
the selected organisation operating in the construction industry of UK named London
constructions. However, the secondary data has been gathered by referring to their
company records and governmental reports, etc., that has in turn indicated some pre
established studies.

 Sampling- Purposive sampling has been done over here as a way of making a probable
distribution of the targeted participants where 11 employees of London constructions
company have been interrogated by the surveyor. Data Analysis- Both qualitative and quantitative analysis of data has been done over
here where the qualitative analysis has been done with the help of results generated from
the quantitative analysis. It is where the quantitative analysis has been done by
interrogating the 11 respondents and later evaluating the outcomes with the help
thematic analysis that has reflected the tact of qualitative analysis.
 Research limitations- Time and cost are referred to be the two leading limitations of a
researcher to carry out a well defined study on due period of time and with sufficiently
measured budget. However, in the present investigation, the surveyor has opted to make
a vital use of Gantt chart to accomplish the study objectives in stipulated time period.
Along with which, activity based method has been chosen to set a definite budget to
conduct the entire survey and attain its aim on time.
AC1.5 – Providing an appropriate plan and procedures for the
agreed research specification:
Every research specification should have a certain amount of plan involved with the
same. The plans constitute the method in which the research would be carried out (Dann, 2010).
Firstly, the theories concerned with the marketing and the management needs to be understood
and explained in details (Hoye & Smith, 2015). Next, the theories are analyzed according to the
environmental analysis of the London Constructions Company, and then a particular strategy
would be chosen that would be suitable for the company. The company would also find its place
on the basis of a survey from the different management positions.
Conducting a survey would necessarily bring out the different problems related to the
research project (Foxall, 2014). It would also show the right direction London Constructions
should undertake. The right direction would surely involve the questions that are properly asked
in regards to the management to various people. The entire progress of the research is based on
studying the management theories as well as the marketing theories. There are many theories,
and it is very important to measure its pros and cons, and decide the exact theory that would be
best for the London Constructions.

Below represented is a Gantt chart used to set the activities of it required to be conducted
for a timely achievement of the research aims and objectives by assigning a separate time log to
each of it-

LO2: Implementation of the Research Project
AC2.1 – Research Questions:
The research as conceived on the London Construction would focus on the internal and
external element of the organisation to provide a definite direction to the study. Accordingly the
research questions as framed are as follows –
 What are the internal elements that London Construction need to focus on?
 What are the external elements that London Construction need to give importance on?
 What are the probable recommendations that could be made to London Construction to
have a better marketing and human resource aspect?
AC2.2 – Proposed Research Investigations:
The research study would be undertaken to derive the primary data out of it. It should be
carried on with the relevance of the primary data – qualitative and quantitative data. The
qualitative data would focus in bringing out the essential composition of the study with the help
of the human resources and marketing aspect (Wang & Pizam, 2011). Again, the quantitative
data would be collected on the basis of a survey questionnaire to reflect the requirement of the
target market whom the organisation would be catering to. So both the kind of studies would be
conducted based on a progressive and scientific method keeping in mind the relevance of both
the groups required for a successful completion of the study.
AC2.3 – Recording relevant data:
Data collection is considered the most important part of the study both for conducting the
qualitative and quantitative data. The researcher would be interviewing two managers from
London Construction for the purpose of qualitative data. The researcher would choose the
response of two managers out of the interview of the five managers of the company. For the
quantitative part, 11 customer would be chosen out of 25 customers to be survey online. The
response of the customers would be relevant in coming out with the right expectation of the
customers from the company.

LO3: Evaluation of Research Outcome
AC3.1 – Appropriate Research Evaluation Technique:
In this section, the research evaluation technique would be put to place with the support
of the qualitative and quantitative data. The survey would be done online on certain customers of
London Construction and the responses would be evaluated with the help of MS Excel. The
online survey would be followed by the interview session of the managers of London
Construction. The research evaluation process are as follows –
Quantitative Data:
1. Are you satisfied with the project services offered by the company?
The figure above depicts the level of customer satisfaction that the customers of London
Construction undergo. A mixed reaction is found from the customer’s side though 37% of the
customers – 4 out of the total 11 numbers feels that the company seldom makes effort to create
for customer satisfaction. Again 27% of the respondents, 3 of the sample population views that
the company with its services create an efficient level of customer satisfaction. Besides, there are
certain proportion of people who are not quite happy with the services provided by London
Construction.
2. Do the company representatives address your requirements?
The graph shows the redresses of the customers with the involvement of the company
representatives. It shows that 4 out of 11 respondents has got active association from the
company representatives whereas 3 people responded that such situations has been a rare
occasion. Again a substantial part of the population has not experienced such active support from

the company people or in very few cases which are negligible to mention. So it is seen that the
company representatives need to reach out to the customers in a more impactful way.
3. How has been your business experience with London Construction?
The graph above is the evidence of the business experience that the customers accounted for
London Construction on contemplating business with them. 5 out of the respondents, 46% of the
total outnumbered the other sections by stating that they experienced a good business experience
with the company. Besides, some sections of the population dubbed the experience as negligible
to mention, average and bad. So a mixed kind of reactions are prevalent amongst the customers
while having business experience with London construction in terms of the project and services
they offer.
4. What could be the probable avenues for London construction to develop?
The graph above determines the probable avenues which could be worked upon to have
an improved service from that of London Construction. It is seen that most of the respondents –
5 in number stress that the company should strive to improve the customer service, then 3 of the
respondents feel that the company should give importance to a more upgraded project to
accommodate the customers. Then there is a proportion of people who held that the prices
should be adjusted to have a greater affordability for its target market.
Qualitative Data:
Q1. How London Construction is figuring out its internal process to offer a greater
organisational performance?
The 1st manager strives to provide a greater organisational performance by coming out
with a new team who would be groomed to provide a greater interactive level with the
customers. This would apparently be helpful for the organisation as an efficient workforce would
be able to interact with the customers and report the same to the company back so that the
services offered by the firm could be improved in context to the customer requirement (Bratton
& Gold, 2012). For this the company would run a recruitment and selection process for the
finance, marketing, customer service and human resource's aspect to bring efficiency in the

organisational process to track the changes in the housing sector in London. London
Construction would undergo a thorough exercise of recruitment and selection to have fresh as
well as experienced personnel to bring in diversity in the business approach to have an internal
revival and development in the right track.
Q2. How London Construction would come in terms with providing a better service and
customer service level to its target market?
The 2nd manager takes the relevance of the Marketing Mix to have a solution of the
customer satisfaction at the most. Customers are the prime external element that the company
should give importance to. The ‘people’ aspect in the marketing mix theory is to be held
important as it recalls the relevance of both the organisational staffs and customers as well. The
seven aspects of marketing mix such as product, price, place, promotion, process, physical
evidence and people are very important for understanding the requirement of the customers and
serving them well (Homburg, et al., 2013). So having a good workforce would result in bridging
the gap between the company and its customer with the offering of the right mix of product or
services, price to the targeted people. The company needs to have a tap on the right combination
of the marketing mix to attain a greater level of customer satisfaction in the process.
AC3.2 – Interpretation and Analysis:
The research conducted both quantitatively and qualitatively has laid out a result to have
a better understanding of the target market along with the improvement of the internal business
process. The quantitative study conducted on 11 customers online has brought out with very
exciting results. The customer satisfaction level of the customers has not been attained at a
desirable level whereby only a small proportion of the population record of customer
satisfaction. In the competitive market to attain more efficiency, the customer satisfaction level
needs to be at its optimal level. Further it has been found that there has been moderate initiatives
from the customers’ side to reach out to them to address their requirements. This has created a
gap between the customers with that of the organisation.
The business experience of the customers with the company has been filled with mixed
reaction. This is because the assistance from the company’s side has been half hearted which has
left many customers dissatisfied. Though 46% of the customers responded that they had a good

experience with the company but given the market dynamics and competitiveness, the customer
satisfaction level needs to be heightened. It is seen that the customers has provided with certain
suggestions to improve the business scenario for the company. They have highlighted the aspect
of customer service, the project offered along with the prices to be considered for the betterment
of the company performance. These sorts of suggestions are to be taken care to deliver a better
service by the company to have a greater business success in the future.
The qualitative aspect has been highlighted with the relevance of the two managers of the
organisation showcasing their plan and aspirations to strike a better performance. It is expected
to have a better internal operations of the company to strike an excellence in the market. This
would be possible with the induction of a new workforce. The new personnel could be trained
well to deliver a greater performance in various aspects of business such as finance, marketing,
customer service and human resources. So London Construction would strive to have a
combination of fresh and experienced personnel to pave way for understanding the requirement
of the customers and delivering the same kind of services to them to achieve greater customer
satisfaction. This would apparently lead to a greater profitability and sustenance to the
organisation.
It is perceived that the organisation is taking the support of the marketing mix theory to
come in terms with its external element of customer satisfaction to have a greater sustenance in
the market. The 2nd manager gives undue importance to the matter of the customers with right
combination of product, price and people to have a favourable business platform. The marketing
aspect would be greatly utilised to bridge the gap between the customers and company and this
would be done by implementing the suggestions as forwarded by the customers. The above
scenario would be very much susceptible to enhance the interaction level of the customers with
the company representative to strive a better organisational performance.
AC3.3 – Recommendations with justification:
It is highly recommended for London Construction to have a favourable customer
friendly atmosphere. The scenario needs the attention of the company representatives of London
Construction to have a more user friendly services in terms of building projects and an improved
customer service mechanism to attain a greater level of customer satisfaction. It is found that the
customer’s redress would be addressed well once the company representatives pave a more

favourable interaction scenario with their esteemed customer pool. Once the customer service
would be in place the requirement of the customers would be understood well and a better
service would be delivered to the customers. So the induction of a better workforce in London
Construction is necessarily recommended implementing the required changes enhancing the
organisational performance as well as an improved customer service.
LO4: Present research outcome
AC4.1 – Research outcome:
The research outcome has been very spontaneous as it has come out with a solution to
come out a solution for addressing both its internal and external elements. It is seen that the
research outcome delivers a result oriented situation to solve the internal issues by recruiting
new personnel to work out a favourable scenario for London construction by establishing its
business relationship a start. So induction of the fresh and experienced talent would bring into
application new and innovative business processes to hold out the business solution at its best.
Then the external element would be addressed with the right combination of product, price and
people. The study has come up with certain suggestions to improve the service of the company
which needs to be implemented to extract the right benefit of the organisation. The aspect of
customer service would be given prior importance to strike a favourable business scenario
mending the gap between the customers with the company.