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Marketing Strategy

            
            
            
             Paul Harvey is a traditionally organized company which is narrowly specialized. The company is not risk accepting and reluctant to change in accordance with market changes. It is regionally organized and centralized. 90 % of operations in terms of turnover are in UK, while 10 % are in joint-ventures with a French company in Spain, Holland, Australia and the US.
             Paul Harvey is not market oriented, does not try to take over new segments of market and it is not sensitive to market changes.
             Company is by type of work divided into 9 divisions which have following shares in turnover in 2002:.
             EU Building and Engineering 30%.
             Civil Engineering 20%.
             Industrial Engineering 14%.
             Homes 14%.
             Overseas 10 %.
             Development 7%.
             Plant and Transport 3%.
             Products and other trading 2%.
             In EU building and Engineering Division which is in terms of turnover and profits largest division of the company with 30 % of share in turnover, serves:.
             Commercial sector 30%.
             Industrial sector 26%.
             Government 31%.
             Repair and maintenance 8% .
             Due to recession in recent years company increased number of smaller projects with smaller profit margin.
             .
             2. Strengths and weaknesses .
             Weaknesses.
             Strengths .
             - mechanistic organizational structure - high technical skills.
             - poor flexibility - corporate identity.
             - lack of good marketing strategy - good commitment and morale .
             - poor market research - good company image in public.
             - poor extent of innovation - quality of work.
             - poor sensitivity to market changes - resources.
             - leadership - good reputation .
             .
             Of marketing tools company uses external organizations for enquiries and its own contacts. Company advertises widely but conservative and it does not spend enough amounts of money in comparison with competition. Company considers its company logo and company color widely known, but they do not make such imapact on market as thought by senior management.
             Company has good reputation in terms of quality of work and resources in segments of market in witch it has worked during previous years and this gives it opportunity in obtaining future work with its good references.


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