All private construction sectors will see real output growth during 2011

‘The State of the Industry’ – Construction Market Survey

 In its latest market survey, Leading Edge forecast that “all the private sectors including housing, commercial, industrial and infrastructure will see real output growth during 2011”. 

How will this positive news affect Construction companies marketing focus and strategic outlook?

  • Marketing budgets are rising – 47% of companies reported a rise in their 2011 marketing budgets, which is the largest rise since the survey began in 2008.
  • Nearly 50% of companies are intending to increase their marketing staff numbers during 2011, again, another record high.

 This commitment from marketing departments to take advantage of the growth is in recognition that competition remains fierce. The recession has altered buyer behaviour and has forced a change in the way in which companies are engaging with customers.

 The shifting market needs throughout the recession have ensured that the key strategic issues for companies continues to be: 

  • managing the impact of aggressive competition
  •  winning new work

Creating a unique benefits-driven value offer, communicating that proposition and engaging with the buyer is key to building up protection from all the competitive pressure, as Leading Edge predict that some companies could lower their prices in search for new business.

The challenge for marketing departments in the construction industry in 2011 is how to get the maximum share of the forecast growth, creating those strategies that are aligned with market needs, whilst protecting sales margins.

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 The Leading Edge construction forecast is a 6 monthly report that has been published for the last 21 years and is one of the best respected in the industry.

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