Lendlease: Customer Service, Needs, and Promotional Analysis

This report provides an analysis of Lendlease, a major building and construction company, focusing on its customer service strategies. It examines Lendlease's vision, mission, and customer segments, including public and private organizations. The report details the company's approach to determining customer needs through customer satisfaction measurements and rebranding strategies. It also explores the role of promotional strategies in targeting customer needs, the company's competitors, and potential improvements. The report concludes with recommendations for enhancing customer relationships and promotional efforts, emphasizing the importance of customer satisfaction indices and maintaining relationships with corporate houses. The analysis is based on the provided assignment brief, which required a detailed examination of the company's customer service practices.

Running head: LAND LEASE CONSTRUCTIONS
LAND LEASE CONSTRUCTIONS
Name of the Student:
Name of the University:
Author Note:

1LAND LEASE CONSTRUCTIONS
Introduction:
The Lendlease organization of Australia is the largest building and construction
company. The vision of the company is to create a sustainable and economically viable way of
living. They follow an integrated business model whereby, the development construction and
investment come together, and there aim is to develop major precincts, important civic and social
infrastructure ad new communities (Lendlease.com, 2019). They also aim to create a legacy for
the people they care about, and aim to be the organization where everyone would like to work.
The customers of the organization is essentially the public bodies of the country as well
as the private organizations. For example, they had undertaken the projects of Bulk Water
Alliance, Barangaroo South, and also the Lendlease Tyco Joint Venture. The website of the
organisation holds this information (Lendlease.com, 2019).
Discussion:
The organization is essentially a customer driven organization, and to determine the
customer needs they are measuring the Customer Satisfaction and Advocacy, and this practice is
being made globally. They have capital partners, retirement living residents and have also
included the military housing establishments, and all these information are available on their
websites (Otto. 2017).
The organization has included the rebranding promotional strategy in order to reposition their
positions in the market. The new look holds a number of significance and the added blue and
green colours include the aspects of sustainability and diversity which was missing in their
previous logo.

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There is an increase of 3.5% in the cash flow system, and the liabilities of the company
has decreased in a potential amount than the previous year, which determines that the
organization is observing a steady growth in the market. There is also an increase in the profit in
both the development and the investments field, than the previous year, and all these are
measured by the application of the portfolio magnet framework (Otto. 2017).
In the investment segment the company offers asset and property management,
investment management and services. In the development section the company offers building
and engineering in art and culture, aviation, civil, dams, earthwork, government, health care and
the like (Han et al. 2019). Also it offers products for the solar development section of the
countries and to the government. Also it offers engineering consultancy.
Since this organization is strictly limited to the civil and engineering industry, therefore the
organization does not provide any help to the customer in the other segments, even in case of the
investment section, the organization helps with the investment planning and strategy and
consulting in the engineering and the civil section (Han et al. 2019).
The three essential competitors of the company are the Hines Securities Inc., the Lincoln
Property Company, and the Jones Lang LaSalle Inc. The first one is comparatively new in the
industry, and they lack liquidity to their stockholders. The second is continuously changing due
to certain number of failures and the legal actions taken against the company and the staff claim
redundancy pay of the organization is also negatively impactful upon the company. The third
mentioned organization has a poor research and development department and the organization
has a very poor product and service forecasting department which affect the business of the
organization (Brakenridge et al. 2018).

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The customer needs will be depending upon the type of customers, as they have both the
public and private organizations as well as, consumers. However, I would have assured all these
segment of customer with sustainable approaches in the building, and I would have strengthened
the consultancy department of the organization especially for the government.
The customers are provided with the rights of asking for compensation upon
unsatisfactory services and damaged products. They are also provided with guarantee upon
products and services and the company wold need to refund or replace with a certain amount of
upon damaged products and services (Kimball. 2019).
I would have included a paper work where the customer needs would be documented and
along with that the features of the products or services would also be included upon the
completion of the project.
Conclusion:
I would attend all the business summits arranged by the government and I would also
maintain very formal and regular relationship with the corporate houses.
The organization has included the customer satisfactory index and the FY18 index which
provides the organization to understand the customer satisfaction, and enables us to develop
better and more challenging goals and promotional strategies.
I would distribute these information among the marketing team and the associates to
ensure promotion, and set goals among the juniors. Also, I would send the report to the
information management department of my organization to ensure that the collected data are
authentic.

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Kimball, W.F., 2019. The Most Unsordid Act: Lend-Lease, 1939-1941. JHU Press.
Han, J., Linnenluecke, M.K., Pan, Z.T. and Smith, T., 2019. The wealth effects of the
announcement of the Australian carbon pricing scheme. Pacific-Basin Finance Journal, 53,
pp.399-409.
Otto, F., 2017. The effect of acquisition announcements on stock returns of acquiring
firms (Doctoral dissertation).
Lendlease.com. (2019). About Us | US | Lendlease. [online] Available at:
https://www.lendlease.com/us/company/about-us/ [Accessed 29 Dec. 2019].