• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11

The purpose of this report is to investigate Lang Homes Plc's approach to marketing. To what extent does the business understand and apply recognised principles and practices.

Extracts from this document...


Executive Summary The purpose of this report is to investigate Lang Homes Plc's approach to marketing. To what extent does the business understand and apply recognised principles and practices. Further to assess the approach, highlighting strengths and weaknesses, culminating in recommendations. The strategy is comprehensive, the approach conforming to many principles. With excellent levels of integration throughout the business. The approach is structured, leading to logical business decisions. To enhance the market position, recommendations are made on integrating innovation into our build process, utilising customer feedback in product and service development and developing a multichannel marketing. Introduction Various definitions of marketing have been produced by the likes of Unilever and Kotler. Perhaps the most relevant to Lang Homes is that of the American Marketing Association, who suggest "marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organisational objectives" (AMA, 1985). How does this exchange come about ?. Under this definition the marketing process is applicable to any organisation. Its effectiveness within Lang therefore depends upon the individual emphasis we place on the different elements making up marketing. Our marketing mix should look at the interrelationship between such areas as product, price, distribution, promotion, process, people and physical evidence. All of these elements are needed to reflect the goods we are trying to sell and the needs of our target customers. ...read more.


This survey involves two telephone interviews with Lang home owners. The first 6 to 8 weeks after legal completion, the second 6 months later. Response rates average 52%. The information is collated into a Customer Satisfaction Index. Whilst the company target is 75% satisfaction, the current group average is 65.8% While analysis of the above results does take place, few of the points raised by purchasers are investigated fully. The information collated should be the basis for all major and minor improvements to our products and service. This is a critical area for improvement within Lang's marketing strategy. Lang's marketing strategy is fully integrated with the business plan. Each region produces a 3 year plan, which is then amalgamated into the group document. Areas identified: � The market segment. � Land requirements. � Development of efficient and attractive house types. � Responding to customer and planners requirements. � Introduction of system build technologies. � Expansion into new geographical areas. � The need for Lang to be the customers 'number one choice'. � Social and political risk. Product As stated, Lang's core product is new homes. Whilst the construction methods employed in producing housing has changed little in the last 100 years, the design has altered greatly to satisfy changing customer expectation, legislation regarding planning and product efficiencies. Historically following a sustaining technology approach (Christensen 1997). Making incremental changes to internal layout, utilising new ancillary products as they become mainstream and changing external treatments as fashion dictates. ...read more.


Results have been positive regarding house design, specification and site layout, but increasingly critical of finishing quality and after sales care. It is recognised that continual customer feedback is vital to any business wishing to grow (Doyle 2002, Jobber 2001, Brassington & Pettitt 2000). In the last 15 months, Lang have failed to obtain any meaningful customer generated information. Fault rectification analysis, 3rd party site inspections and quality improvement plans are presently used as focus for the business/marketing plan. While improving certain areas of the business, these fail to identify what the customer wants and whether we are providing it. Conclusions Lang understand and employ various marketing concepts. The differentiated strategy followed identifies and targets specific customer groups. Products and service are tailored to the market place. The brand is strong, benefiting a good reputation both with customers and financial organisations. However this is at a time of relative market buoyancy. Should there be a downturn, shortfalls in product quality, service and marketing channels may significantly affect market share. Recommendations Lang has a relatively low market share (3.4%) with clear scope for expansion in existing and new geographical areas. This growth can be accelerated by implementing the following: � Continue to develop innovative construction methods, that offer Lang and the customer marked improvements of the traditionally built product. Market those benefits so developing a new market, with Lang as the leader. � Make customer feedback the basis for product and service improvement. Respond to this information quickly with flexibility in design and specification, maximising customer choice. � Develop multichannel marketing, to include web, agents and direct mailings. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Introduction to the fashion Industry report

    In developing a design, computer-aided techniques may be used. Communication and persuasive skills are important. Much of their time may be spent persuading buyers from large retailers to accept their ideas. Designers need a thorough understanding of how garments are made and should have a sound training in hand and machine sewing and in pattern cutting.

  2. Sullivan Ford Auto World Report - Discussing Marketing in the Service Industry

    The likelihood of a customer purchasing from Sullivan's again was also noted as being "a full point below that of buying another Ford product". The case further identifies worst ratings of customer service in "writing up orders...convenience of service hours" and below average ratings on "the length of time to complete the work and availability of needed parts".

  1. Barnardos PLC - Management

    Issues which usually concern customers include: * The opening hours and the availability of staff * The range of goods or services offered, the price of these and the quality and the range additional facilities and services such as free home delivery * The attitude of staff.

  2. Strategic Marketing Report - Virgin Trains

    I need to answer the basic marketing question. SOS this is because if they require marketing then they obviously need help with a product or it's new. Virgin needs help. S-Situation; where is the Company O-Objective; where does it need to be S-Strategy; how to get there I need to collect information (Primary/Secondary/Field/Desk)

  1. Marketing Plan for the Targe' Full Service Spa Salon

    According to www.business.com, "Target Corporation, group's principal activity is to conduct merchandising business under discount, middle market and department store retail segments. The merchandise retailing is carried out through three operating segments: Target, Mervyns and Marshall Field's. Target segment is an upscale discount chain located in 47 states and has 1,053 stores.

  2. Analysis of the current strategic situation facing Marks & Spencer.

    Brand has been mismanaged ? Foodstuff is becoming dated ? Failed attempt at overseas expansion was very costly ? Lack of market research so misjudgement of customer needs Opportunities ? Diversification ? Returning to core business ? Possible new foreign expansion opportunities ? Good e-commerce market ?

  1. Understanding customer needs - marketing principles - report on pepsi

    They cannot allow rivals to gain advantages and bigger market shares by offering lower priced goods or services. This is the same for Pepsi In order to be successful, Pepsi will have to gear their activities to being better than all of their competitors.

  2. I have been asked to produce a marketing strategy for an existing or new ...

    This may affect the quality of my results. However large my sample size was, it will still not accurately show the whole population. I used the largest sample size I could possibly use with the time I had available. I thought that an appropriate sample size will be 200.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work