Analyzing Customer Needs and Strategic Plans: CPB Contractors

This business report provides an in-depth analysis of CPB Contractors, focusing on its vision, mission, and strategic plans related to customer needs and satisfaction. It examines the company's customer segmentation, promotional strategies, and service offerings, highlighting how CPB Contractors determines and addresses customer needs within the construction industry. The report also identifies alternative services in the market, discusses customer rights and relevant regulations, and suggests improvements for referral processes and customer record management. It concludes by emphasizing the company's brand loyalty and the importance of delivering superior quality work to maintain its competitive edge. The analysis incorporates financial performance data and references relevant industry literature.

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Introduction
The purpose of the report is to analyze and describe the selected organization’s vision,
mission, strategic plans and other aspects that would help in understanding how the organization
copes up with the needs of the customers and how it delivers customer satisfaction. The
organization that is selected for the analysis in the business report is CPB Contractors.
Discussion
The name of the selected organization is CPB Contractors. The vision and mission of
CPB Contractors is to generate the maximum amount of sustainable returns for the shareholders
of the organization by the delivery of superior projects to the clients. The company is located at
Australia. The customer service or the work that is produced by the organization is mainly design
and construct, construction and management, alliance with other contractors and Public Private
Partnership with CIMIC Pacific Partnership (Dai 2017).
The customers of CPB Contractors are mainly government agencies, real estate handler
and investors, high business contractors and public administrators. The main bases of the
customer segmentation of CPB Contractors are geographic and income basic. The specific
researches are done by the use of some key words such as CPB contractors’ customers, basic
customer segmentation of CPB.
The service that mainly CPB contractors delver are related to construction. The first and
foremost aspect for construction is safety. The customers’ need safety when they are traveling
through a tunnel or bridge or entering a building that is constructed. The need for how much safe
and innovative should the service of CPB Contractors are needed to input in their service is
determined with feedback from the clients of the projects (Clarke, de Ambrosis and Tan 2017).

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The main promotional strategy that CPB Contractors follows is to deliver their mission
through anchoring the portfolio in a building of complementary capabilities of the assets across.
The organization mainly target their customers with the help of superior infrastructures and the
resources that is used to amplify the insights and extends of the ultimate value that is also the
foundation for growth of the company (Tan, de Ambrosis and Clarke 2017).
The company have taken in account of all the feedbacks that is related to the promotion
of the strategic plans need for targeting the needs of the customers. CPB Contractors have
procedures that help in monitoring the specific promotional strategies. The team that helps in
monitoring the plan also keeps in account that the plans are relevant to the customers’ need too.
Fig – 1 Financial performance data of CPB and CIMIC group
Source – "Budge and financial plans", Cpbcon.com.au, 2019. [Online].
The main segment of CPB Contractors are geographic basis and on income basis. The
company selects and produces its services depending on the geographic location of the country
and other countries too. They provide their services to the locations from where they could
generate the maximum amount of revenue by delivering their constructed project. On the basis of
the income basic of their clients, CPB Contractors take up the projects which could make them
able to earn minimum profit from their clients on the basis of the income of their clients (Clarke,
deAmbrosis and Anthony 2017).

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The alternative services in the Australian market that provides the same kind of service
that of CPB Contractors are Lend Lease, Laing O’Rourke Australia and Probuild. These
construction companies are well developed and compete in the market with CPB Contractors.
They provide service in the construction field like that of CPB Contractors. They have
advantages over CPB Contractors as they take small tasks and usual constructions. The main
disadvantage that these companies faces due to the huge brand loyalty of CPB Contractors.
The customer handling is quite nurturing in the company itself. The customers’ need
safety from the service that is provided by the organization. Construction business is risky and
clients require safety from the companies. The customers’ also needs the project to be economic.
The project given to the contractor company is needed to be under the selected budget by the
customers. These two aspects is needed to keep in mind to understand the need of customers.
The employee handling the customers’ should put them in place of the customer and think about
their needs in place of them. The alternative service could be provided to the customers in place
of previous service by understanding the project needed by the client (Charles 2017).
The customers have every rights to dismiss the project proposal or plan if it is not up to
the mark or the customer thinks that the project is not satisfactory. Regulation and legislations
such as The National Construction Code of Volume 1 and 2, Plumbing Code in Australia as
Volume 3, State and Territory Legislation such as Building and construction Industry Security
Payment Act of 199 and Construction Contracts Act of 2004 is followed by the organization
(Chan et al. 2018).
The service that could be placed in place of the previous services that would help in
ensuring the referrals and also helps in matching the customer needs would be a service that

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would help in creating more integrity and more safety and economic. Innovative ideas are also
welcomed as new end of services (Ashworth and Perera 2018).
Different modes of communication and campaigns related to employment motivation
would be needed to ensure the pipeline of referrals. One internal networking would be open end
communication and one external would be getting in touch with the customers. These factors are
important as they would help in developing new pipelines for referral (Brown and Loosemore
2015).
The current method of maintaining the records and customer interaction history of the
company are outdated. They store the data and use in manually. With the development of AI and
BIG DATA and Cloud computing, the comparing and the customer records could be stored and
used with the development of new artificial intelligence that would help the organization I doing
the work.
Conclusion
Thus the report could be concluded by providing the insight and brief overview of CPB
contractors, its operations, its domains, service provided by the organization, the segmentation
and the customer needed that is maintained by the organization. The company have maintained
their brand name with the acquired brand loyalty and brand name due to the superior quality of
work it produces for their clients.

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Appendix
1. What is the name of the company, their vision & mission, their location & the customer
services and/or products that they provide?
2. Who are their customers & what are their customer segments? Describe how you
researched this online using specific words and phrases (Boolean operators) to ensure you
got valid & reliable information.
3. How does this company determine what their customer’s needs are? (Use specific
evidence based research examples and explain how this helps identify the customer
needs).
4. Explain the role of promotional strategies in targeting customer’s needs using a specific
promotional strategy used by this company for this product or service.
5. What procedures does the company have in place to ensure that their promotional
strategies are up to date and relevant to the customer’s needs? Please include numerical
data such as sales figures etc
6. What products or services are offered by the company to each segment & why? (Identify
where the company meets the specific needs of the customer in the service or the product
and how they match the product or service to these needs). Support this answer with
evidence & analysis from your research.
7. What are some areas of the customer’s need that may not be met by this product or
service? (Include any difficulties that you can envisage with the way the product or
service is marketed? Support this answer with evidence & analysis from your research.

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8. What alternative products or services are there in the same market? List three (3) and
briefly describe their advantages & disadvantages.
9. If you were working for this company describe how would you assist your customer in
determining what they needed from this product or service? What alternatives could you
offer them in the product range? How would you prioritise what the customer’s needs
were?
10. What rights do the customers have with regards to faulty products or unsatisfactory
services? (Quote relevant legislation, ethical obligations, Codes of Practice, Policies &
Procedures, Terms and Conditions, Product Disclosure Statements & identify how &
when they are applied and what each one means for the consumer).
11. What procedures would you put in place if you were working in this company to ensure
that all referrals for the product or service are relevant and matching to the needs of the
customer?
12. What events and networks would you need to attend and/or maintain to ensure that you
had an ongoing pipeline of referrals? Give two (2) examples one internal and one external
and why you consider these two be the most important.
13. Imagine you are the owner, manager or team member of the company you have picked.
Your task is to research current best practice in maintaining customer records and
customer interaction history and then describe / suggest what your company will do to
achieve best practice in these areas. You are required to document the process including
how your company manages customer satisfaction, customer confidentiality and

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customer security? How do your recommendations compare with what currently exists in
the company?
14. Finally, who would you distribute this report to if you were working in this company and
why? Who would you seek feedback from to ensure that your findings were suitable &
sufficient for organisational requirements?

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References
Dai, M., 2017. 48. Audit Risk Research Based on SWOT Analysis-The CIMIC Group As
An Example. Boletín Técnico, ISSN: 0376-723X, 55(9).
Clarke, S.J., de Ambrosis, A. and Tan, R.R., 2017. Primary as permanent tunnel support
system. In 16th Australasian Tunnelling Conference 2017: Challenging Underground
Space: Bigger, Better, More (p. 865). Engineers Australia.
Tan, R.R., de Ambrosis, A.L. and Clarke, S.J., 2017. Primary support design of'The
Kink'intersection of the Wynyard Walk pedestrian tunnel. In 16th Australasian
Tunnelling Conference 2017: Challenging Underground Space: Bigger, Better, More(p.
874). Engineers Australia.
Clarke, S.J., deAmbrosis, A. and Anthony, P., 2017. Design and construction of the
Wynyard Walk pedestrian tunnel. In 16th Australasian Tunnelling Conference 2017:
Challenging Underground Space: Bigger, Better, More (p. 855). Engineers Australia.
Charles, S., 2017. A community’s guide to best practice local content solutions. The
APPEA Journal, 57(2), pp.410-412.
Chan, C., Liew, K., Leong, M. and Spears, M., 2018. Rehabilitation of century old
Williamstown ovoid brick main sewer-design challenges. In Australian Structural
Engineering Conference: ASEC 2018 (p. 574). Engineers Australia.
Ashworth, A. and Perera, S., 2018. Contractual procedures in the construction industry.
Routledge.

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Brown, J. and Loosemore, M., 2015. Behavioural factors influencing corrupt action in the
Australian construction industry. Engineering, Construction and Architectural
Management, 22(4), pp.372-389.