| Author | Jiravut Choengvirach |
| Note | A company project submitted in partial fulfillment of the requirements for
the degree of Master of Business Administration (Executive) in
Management of Technology and International Business, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Lighting & Equipment PCL is a business that is developing and growing its activities from sales. There is no doubt that sales and marketing are at the heart of the company and without a good marketing plan, sales would have dropped. Although the company’s business has survived by focusing on sales rather than setting marketing strategies, this is not sufficient for achieving future success while operating amongst high competition. Therefore, the company needs to transform its strategy from a sales oriented plan to a market oriented one in order to increase both customer and sales growth. Consequently, in the near future it will be critical for the company to combine its marketing strategy with its sales forces.
This company project was initiated to help make this happen. First, an overall study of the construction industry was made emphasizing the purchasing flow structure and buying process with the purpose of expressing the real decision makers in the buying process of a construction project. Secondly, needs that are most valuable in terms of price, products, and services were examined. By combining all these values with the company’s core competitiveness the best marketing strategy for this industry could be assembled. Finally, training and educating the sale force, which is the key driver behind success, is essential to achieving and executing this marketing strategy. |
| Year | 2007 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Kauranen, Ilkka ;Johri, Lalit M. ; |