Table 3: Analysis of and services competitors’ products Marketing mix Sole operators Regional small firms National and building design firms Product/Service Specialist Greater range of Full planning, design architectural services and construct solution Price Fee based competition Fee based competition Percentage of total and contract work project value Place/Distribution Proximity to local Proximity to local markets Firms based in major markets. cities in Promotion Yellow pages, web, Yellow pages, web, Yellow pages, web, industry contacts client referrals, industry associations, related businesses People Experienced architects Architects with different Team of Architects, 20+ years levels of experience Engineers, Interior Designers and support staff that all access to ongoing training Process Varies from client to Invest in technologies that Invest in labour client and operator does increase productivity and saving CAD not always have effective staff are able spend most technologies as well cost controls measures in of their time in their areas as systems and place. Also, often no of specialisation budgets in place to processes in place for a control overall costs steady stream of work to and documentation assist with cash flow Physical evidence Home based business, or Office space typically Corporate attire, shared office space, located outside the CBD fees, office, printed competing for work on where the staff project a material and the basis of price and the professional image at all websites etc. image they project can times vary Elements of Success Target Market was selected as the primary market because it is a large city with a population of 1.8 million people. It is projected to grow by approximately 900,000 people (i.e. 50% increase) in just over two decades time. These growth rates are stronger than any other major city in . This has resulted in significant short to long-term demand for inner urban apartment developments to accommodate the large number of people who want to live in close proximity to the city. In addition, the Office of Economic and Statistical Research forecast in the next two decades the two main household types will be without and on this ‘Couple children’ ‘Lone-person’ households. Based information and affordability of these apartments, the target market will be working professionals who
Table 3: Analysis of competitors’ products and services Marketing mix Sole operators Regional small firms National and building design firms Product/Service Specialist Greater range of architectural services Full planning, design and construct solution Price Fee based competition Fee based competition and contract work Percentage of total project value Place/Distribution Proximity to local markets. Proximity to local markets Firms based in major cities in Promotion Yellow pages, web, Yellow pages, web, industry contacts Yellow pages, web, client referrals, industry associations, related businesses People Experienced architects 20+ years Architects with different levels of experience Team of Architects, Engineers, Interior Designers and support staff that all access to ongoing training Process Varies from client to client and operator does not always have effective cost controls measures in place. Also, often no processes in place for a steady stream of work to assist with cash flow Invest in technologies that increase productivity and staff are able spend most of their time in their areas of specialisation Invest in labour saving CAD technologies as well as systems and budgets in place to control overall costs and documentation Physical evidence Home based business, or shared office space, competing for work on the basis of price and the image they project can vary Office space typically located outside the CBD where the staff project a professional image at all times Corporate attire, fees, office, printed material and websites etc. Elements of Success Target Market was selected as the primary market because it is a large city with a population of 1.8 million people. It is projected to grow by approximately 900,000 people (i.e. 50% increase) in just over two decades time. These growth rates are stronger than any other major city in . This has resulted in significant short to long-term demand for inner urban apartment developments to accommodate the large number of people who want to live in close proximity to the city. In addition, the Office of Economic and Statistical Research forecast in the next two decades the two main household types will be ‘Couple without children’ and ‘Lone-person’ households. Based on this information and affordability of these apartments, the target market will be working professionals who