competitive advantage consultancy
Post on 22-Dec-2014
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www.cadvantage.co.uk
What we do
Working with you to develop and Implement a winning business strategy
Implementing the marketing mix
Support services
Sustainability strategy
Developing new channels to market
Developing export markets
Tailored training or open coursesSelling to Specifiers
Key Account Management
Marketing in the construction industry
Industry overview
Industry sales skills
Tailored projects or a range of off-the-shelf reportsCustomer perception measurement
Customer satisfaction
Customer profiling
Market and product evaluation
Bespoke or ‘off the shelf’ reports
www.cadvantage.co.uk
How we do it
Helping you grow profitability through customer focus by:
facilitating improvements in your sales and marketing activities
researching your customer needs
training and mentoring your commercial team
helping you develop and implement strategy
We aim to provide high quality information at an affordable cost.
www.cadvantage.co.uk
www.cadvantage.co.uk
Founded in 1999 by Chris Ashworth, Competitive Advantage specialises in providing marketing and sales services for the construction sector.
Our specialist team all come from within the construction sector with experience in sales, marketing or engineering.
Their commercial experience means that we are informed about current issues, familiar with the industry's language and practices and understand the challenges you and your customers face.
We aim to provide high quality information at an affordable cost.
Who we are
www.cadvantage.co.uk
Over 30 years experience in construction sector
Held senior sales & marketing positions with Blue Chip companies
UK and International experience
Founded Competitive Advantage in 1999
Member of the Promotional Working Group of the government’s Green Construction Board
Committee member of CIMCIG, Chartered Institute of Marketing Construction Industry Group
Formally Associate Lecturer in Marketing at Oxford Brookes University
Regular contributor to industry journals
BSc (Hons) DipM FCIM Chartered Marketer
Chris Ashworth
www.cadvantage.co.uk
Construction Marketing
Construction Research
Specification Sales
Sustainability
www.cadvantage.co.uk
Specialist Competencies
Industry Knowledge
Our on-going research activities give us an extensive and up-to-date understanding of industry issues.
This can help us to quickly assimilate a client’s challenges and propose an effective solution.
www.cadvantage.co.uk
Although UK based, we have a number of international partners we work with. These can support us with international research projects as well as providing local knowledge
Members of our team have worked overseas during their careers giving them an understanding of international practices
Countries in which Competitive Advantage has conducted research or delivered training include:
Austria, Belgium, France, Germany, Latvia, Netherlands, USA
www.cadvantage.co.uk
International Experience
www.cadvantage.co.uk
Bricks & BlocksCeramic TilesCladdingElec. ComponentsCladdingEnergy CablesFibre CementFire AlarmsFire Resistant BoardsGlazingMirrorHeating SystemsPlumbingRoof TilesSuspended CeilingsThermal InsulationThermoplasticsTimber JoistsWall Boards
Product Experience
www.cadvantage.co.uk
www.cadvantage.co.uk
Competitive Advantage has several core strengths which it applies to the projects it works on.
Key to this is recognising what contributes to customer value and delivering this.
Helping you grow profitability through customer focus.
Invest in relationships
Maintain and develop relationships
Minimum effort and high prices
Maintenance and Consistency
Customer Attractiveness
Customer Relationship
Low
Low
High
High
Key Customers
Core Strengths
www.cadvantage.co.uk
A thorough understanding of the specification process
Understanding the changing role of influencers in the project process
Understanding the different buyer/seller relationships
www.cadvantage.co.uk
Client ArchitectConsultant
Engineer
Contractor Subcontractor
Defined aesthetic and
functional needs, may
define product requirement
Assesses risk or need and then defines performance requirement
Will focus on his specialism
and may disregard other performance requirements
Advised by specialist
consultants and sub-
contractors. May define
performance specification
or list products.
Selects sub-contractor based on capability,
availability and price.
Interprets requirement of
the design team.
May influence selection of
product.
Decides product based
on specification
and installation factors. May
be responsible for design. Will select supplier
based on delivery,
locality and price.
Core Strengths
www.cadvantage.co.uk
Practical approach with support in implementation – if required
Can be one-off project or on-going support
Mentoring can be used as part of implementation to reduce costs and transfer skills in-house
Activities include:Project managementBusiness re-brandingKey account managementSpecification & technical salesInterim marketingChannel managementMarketing audit
www.cadvantage.co.uk
Consultancy
www.cadvantage.co.uk
Researching and writing project stories and case studiesUp to date examples of company success are important in demonstrating capability and competence to potential customers.
Maintaining web and blog sitesYour website should act as the face of your company to the market. It needs to be kept up to date to avoid giving the impression of a tired organisation and ensure you have good search engine rankings, reducing the chance of potential customers finding your company.Publishing regular blog articles presents your company as a Though Leader as well as feeding enquiries to your website.
NewsletterA ideal way of communicating with your customers, it needs to have worthwhile content and to be published on a regular basis. As use of social media increases the current form of newsletter will need to evolve to allow permission marketing.
ForecastingBy analysing the nature of your business and correlating this with industry forecasts we can provide a tailored quarterly forecast to show where your business opportunities are.
Small and medium sized organisations cannot justify a full time marketing resource to achieve effective marketing. The Competitive Advantage team can work with your team to provide these services on an ongoing basis, providing you with top quality marketing expertise while avoiding the cost of a full time employee.
www.cadvantage.co.uk
Support Services
www.cadvantage.co.uk
Customer Satisfaction Surveys- one off or on a regular basis to measure KPIs
Customer issues- What are their problems and how can we solve them?
Perception studies
Customer profiling
Identification of potential customers
Evaluate new product opportunities
Drawing on our experience Competitive Advantage interprets results and makes practical recommendations
www.cadvantage.co.uk
Customer Research
www.cadvantage.co.uk
Competitive Advantage offers many standard reports, click images for more details:
Research Reports
www.cadvantage.co.uk
Industry Reports
Sustainability• CIMCIG• TRADA
BIM• TRADA
2021 Vision• ECA and NICEIC
www.cadvantage.co.uk
Delivered by course leaders who are regularly working on consultancy and research projects ensuring they are up to date with current issues.
Workshop sessions can incorporate subjects relevant to your business.
Standard packages or bespoke.
Available from half a day to two days.
Most training courses are CPD Certified
Bespoke Training and Development
www.cadvantage.co.uk
Construction Industry Overview
Marketing in the Construction Industry
Construction Industry Sales Skills
Key Account Management
Effective Specification Selling
See website for dates www.cadvantage.co.uk
Seminars
www.cadvantage.co.uk
Chris Ashworth
chris@cadvantage.co.uk
Mobile: 07747 626095
Fax: 01252 836850
Competitive Advantage Consultancy Limited Growth through customer focus
@CompetitiveA
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