Effectiveness of marketing strategies and activities for the business development of construction companies in Myanmar | |
| Author | Win Theingi Nwe |
| Call Number | AIT Thesis no.CM-17-06 |
| Subject(s) | Construction industry--Myanmar--Cost effectivenes Construction industry--Myanmar--Management |
| Note | A thesis submitted in partial fulfillment of the requirement s for the degree of Master of Engineering in Construction Engineering and Infrastructure Management, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. CM-17-06 |
| Abstract | Nowadays, many construction projects appear in Myanmar as Myanmar is starting to be developed. When the country starts to develop, it is clear that the construction industry comes first so that a lot of high - rise buildings, condominiums, shopping malls and infrastructure projects are emerging and at the same time, a lot of foreign investments have ent ered into Myanmar market. Therefore, Myanmar construction market becomes a crowded industry c haracterized by high entry rate, but high opportunities. Among the competit ors, construction companies must show their commitment and competence to maintai n or gain projects and customers. Marketing strategy is also being one of the competitive advantages for construction companies and this study aims to invest igate the marketing activities and strategies for construction companies and propose recommendation for these activities to implement effectively. The researcher decided to use both quantitative research by conducting questionnaire and qualitative by doing an illustrative case study. In quantitative research, 2 statistical methodologies are used analyzed the data. First, descriptive analysis is used to describe the characteristics of respondents and companies. Then, correlation analysis is carried out to kn ow the correlation between marketing activities and project growth rate, customer growth rate and client growth rate of companies. In qualitative research, a case study is carried out to know how these marketing activities are applying in real situation. T he result of the data showed that 18 marketing activities have correlation with project growth rate, 13 marketing activities are correlated with customer growth rate and 5 marketing activities have correlation with client retention rate. To sum up, the mar keting activities which are found as effective activities are overall market analysis, SWOT analysis, i dentification of group of customers or clients, considering target group of customers, gathering information of prospective c lient , presentation to poten tial customers, measuring and monitoring client s atisfaction , maintaining old client, regular assessment of overall market through marketing i ntelligence , seeking new markets, observing changing behaviors of c lient , networking, partnering and joint venture , r elationship and c ontact with a uthority , preparing website and social media page, product branding, advertising and participation in social activities. The recommendations for implementing these activities are also discussed in this study. |
| Year | 2017 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. CM-17-06 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Civil and Infrastucture Engineering (DCIE) |
| Academic Program/FoS | Construction Engineering and Infrastructure Management (CM) |
| Chairperson(s) | Hadikusumo, Bonaventura H.W.; |
| Examination Committee(s) | Chotchai Cha roenngam;Santoso, Djoen San; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Thesis (M. Eng.) - Asian Institute of Technology, 2017 |