Company description

Stephen George and partners is a firm that was founded in 1975 by Stephen George himself in collaboration with other partners. The firm deals with architectural designs and master planning in the UK, Europe.Since its inception, the firm has been operating solely in Britain. However, the contracting nature of UK construction industry posed a great threat to the firm and it became no longer sustainable for the firm to rely only on the local market.  As a result of this, the company decided to carry out analysis of where they could venture their business. From this analysis central Europe, emerged as the best with Poland promising the best market.

PHASE 1: MISSION AND CORPORATE OBJECTIVES

Stephen George and Partners’ Mission and Corporate Objectives

The firm’s mission is to be the leading producer and provider of personalized architectural designs and master planning of the building and construction industry in Poland.Stephen George and Partners thrives to inspire people through designing of excellent and the latest designs in the building industry as well as maintaining and preserving the natural environment(Gilligan & Wilson, 2009).

Within duration of about five years, Stephen George and Partners hopes to achieve the following corporate goals. These goals can be divided as either financial or nonfinancial goals.The financial goals include;

1. Increase its sales revenue by 40 percent each year.
2. Get funds to expand its expertise in provision and distribution of architectural planning services.
3. To be donating at least $ 20,000 annually towards environmental conservation as a corporate social responsibility policy.

The non financial goals of Stephen George and Partners’ corporate goals will include,

4. Develop and create a website as well as maintain cohesion with customers.
5. Identify and enter into new geographical markets within central Europe.
6. Develop corporate social responsibility measures aimed at assisting prospective customers in raising money for construction purposes.

PHASE 2: SITUATION REVIEW

Marketing Audit

In order to achieve a sustainable competitive advantage over its rivals, Stephen George and Partners has utilized its core competencies to provide the most unique and quality services to its consumers. For instance, Stephen George and Partners have been offering the high quality architectural and master planning designs that are recognized by most consumers (Gilligan & Wilson, 2009). In addition, the fact that, the firm has developed good reputation amongst its customers puts it above its main competitors. As a result of these, the firm has planned to increase its marketing efforts and open more distribution channels in Poland. To achieve the above, the firm has proposed the following marketing mix strategies for its services.

• Promotion strategy. The main form communication about Stephen George and Partners’ products and services is through direct mailing, in person or via the internet. All the information about the firm’s products and services are available on its website. These promotional efforts are designed to differentiate its services from those of its competitors.

In most cases the company relies on face to face interaction with customers to view the products in their store. This method is of lot significance as it gives the firm a chance to demonstrate the unique features and quality of its products as well as build relationship with clients. The firm hopes to adjust its sales staff as the demand and provision of services increase.

• Pricing strategy. Due to the high competition in the building and construction industry, Stephen George and Partners’ products and services are priced with that factor of competition in mind.The firm do not prices very high to signal prestige but offer competitive prices that are consumer friendly.
• Product strategy. Stephen George and Partners offer high quality and unique products that meets customers’ satisfactions. The architectural designs and master planning of the firms are designed by a team of experts who are highly qualified. This ensures that the firms product remain unique and competitive in the market.
• Distribution strategy. Stephen George and Partners’ seek to expand the market portfolio by venturing in central Europe countries. In addition, it seeks to expand its online sales by offering customized products and services via internet.

SWOT ANALYSIS

PHASE 3: STRATEGY FORMULATION

Marketing objectives

Stephen George and Partners is the business of providing architectural and master planning products and services. Apart from formulating a customer focused and market oriented mission statement for the firm, the firm has developed an objective to attain cumulative growth in its net profit to at least 40 percent for the next couple of years. Half of this growth in net profit has to finance through venturing in other countries and that is why the founders have chosen Poland. Poland has great potential to meet the firm’sexpectation (Gilligan & Wilson, 2009).

To accomplish these objectives, Stephen George and Partners should develop strict measures that should be used to measure the progress. This objectives should be reviewed regularly to identify where problems and constraints arises.

As a matter of fact, the main marketing objective of the firm should be to understand and gain better understanding of the needs of its prospective customers and work towards meeting their satisfaction.

PHASE 4: RESOURCE ALLOCATION

Budgets, implementation and monitoring

Since its inception, Stephen George and Partners’ has enjoyed increase in its sales. The company should establish a timeline for its expansion strategies. For instance, the company is hopeful to increase its net profit by 40 percent within five years. This plan should be broken down to a yearly plan where the firm should be evaluating its progress. Close monitoring of each and every task should be done regularly and progress made evaluated.

The firm is anticipatingcontinuing with its operations in the future and has no plan whatsoever to exit the market. Additionally, Stephen George and Partners main plan is to increase its presence in the market by offering quality products and services in the building and construction industry(Gilligan & Wilson, 2009). Up to now, there are no plans to merge with similar firms or to go public through stock offering.

Reference

Gilligan, C., & Wilson, R. M., 2009. Strategic marketing planning (2nd ed.). Amsterdam: Elsevier/Butterworth-Heinemann

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