Executive Summary Several sections are included in this business proposal. In the first section, brief description of URS Corporation and Australia LTD will be conducted. Secondly, PEST, Porter five forces, client, competitor and root cause analysis will be provided. Lastly, marketing approaches of URS Corporation and Australia LTD and marketing recommendations will be discussed. From analyses, URS Corporation and Australia LTD have a great position in this industry but lack of marketing power. An integrated marketing strategy is recommended by applying interactive communication tools. 1
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Executive Summary
Several sections are included in this business proposal. In the first section, brief
description of URS Corporation and Australia LTD will be conducted. Secondly,
PEST, Porter five forces, client, competitor and root cause analysis will be provided.
Lastly, marketing approaches of URS Corporation and Australia LTD and marketing
recommendations will be discussed. From analyses, URS Corporation and Australia
LTD have a great position in this industry but lack of marketing power. An integrated
marketing strategy is recommended by applying interactive communication tools.
1
Company profile
URS Australia Limited is a professional consulting firm, which provides engineering,
construction and technical services within Australia. The range of their clients
includes governments (Federal, state, and local) and private sector companies. They
have a wide range of expertises from environment and engineering to business and
communities within Australia. URS Australia is a wholly owned subsidiary of the
parent company URS Corporation, a US public company listed on the New York
Stock Exchange.
URS Corporation’s oldest predecessor company was founded in 1904. URS
Corporation incorporated in 1957 as Broadview Research-a research group active in
the area of physical and engineering sciences. From 1970s to 2007, USR continued
to expand their business through acquisitions to enhance their engineering,
architectural and environmental practices.
URS’s key business market sectors are Federal/National Governments,
Infrastructure, Power, and Industrial & Commercial. The U.S. federal government,
national governments of other countries, state and local government agencies are
their major clients in the United States and internationally, and also fortune 500
companies and other multinational corporations. (URS Corporation, 2010)
2
Marketing for consulting firms
Why marketing a consulting firm is different and difficult?
Marketing for a consulting firm is totally different from other industries which
have solid products. They sell their services or specialised technical skills, which
depends on how credible and cost-effective their services to their clients. That is,
services need to be experienced to prove their quality. But for consulting firms,
their services comprise a wide range of specialised skills and human capitals to
complete projects. Thus, “trial” projects cannot be provided as product testers for
customers, to prove the quality of their services. Other marketing approaches,
which focus on client relationships, are needed.
Client-centred marketing model
Chan, P.(1992) proposed a client-centred marketing model for market
professional services. In this client-centred marketing model, four major
elements, performance, referrals, targets and promotion, are included.
Performance depends on their financial conditions, existing clients, existing
markets, and existing services. Referrals source can come from present and
past clients or other contacts from consultant’s networks. Targets of influence
and opportunity are those clients who desire consultant’s services or non-
competing professionals who serve the consultant’s prospective clients.
Promotion includes personal and non-personal basis selling. After understanding
this model, consulting firm can come up a strategic marketing plan. Firstly,
service analysis and identifying your targets (markets and clients) are needed.
Secondly, reach your targets by promotion. Personal basis promotion can be
working past or existing clients by phone and friendly letters, joining professional
memberships, sending client-centred Action letters, and attending public
speaking and seminars.
3
For non-personal basis promotion, publishing (newsletters, books, magazines
articles, etc.) is a good way to build reputation, establish credentials, create
favourable impressions and generate enquiries related to their projects. Other
promotion method, such as regularly newsletter published, publicity, direct mail
advertising, firm information brochures.
Integrated marketing communication (IMC)
Seven themes of IMC applied on to professional services firms, including