Running head: ASSIGNMENT 2 XYZ PLAN FOR MARKETING FLYER

NORTHCENTRAL UNIVERSITY ASSIGNMENT COVER SHEET Student: <input full name>AngelaAustin Academic integrity: All work submitted in each course must be your own original work. This includes all assignments, exams, term papers, and other projects required by your instructor. Knowingly submitting another persons work as your own, without properly citing the source of the work, is considered plagiarism. This will result in an unsatisfactory grade for the work submitted or for the entire course. It may also result in academic dismissal from the University.

<Course ID Number>SKS7000-8

<Instructor>Dr. Jodine Burchell

<Course Title>Doctoral Comprehensive

<Assignment Number or Title>2

Strategic Knowledge Studies

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Running head: ASSIGNMENT 2 XYZ PLAN FOR MARKETING FLYER

Assignment 2- XYZ Plan for Marketing Flyer Angela Austin-Knight Northcentral University SKS70008 2/8/2014

ASSIGNMENT 1 XYZ PLAN FOR MARKETING FLYER

XYZ Plan for Marketing Flyer Introduction Within the next 12 months XYZ Construction Inc. intends to hold its first initial public offering (IPO) which will allow national and global growth and development. This marketing flyer plan will first discuss XYZ Construction Inc. services that pertain to the residential and private construction areas. As XYZ now operates on mainly state and federal contracts, the company intends to shift to global diversification, allowing much needed growth in order to leverage financial capital. Finally this plan will address project management considerations in order to improve cost effectiveness during large and small scale projects for residential and private construction. (Dr. Burchell, 2014) Products and Services XYZ Construction Inc. has been a cornerstone to the community since the 1950s when the company began, and Denver Colorado is where their headquarters remains today. As this company has begun they have continuously outperformed competitors, growing to 16 field offices located in 11 different states throughout America, XYZ Construction, Inc. provides horizontal construction work including roads airfields and bridges. XYZ has provided locals with jobs including heavy and light equipment operators, civil engineers, project managers for each location, along with administrative positions, and many other support positions. The firm provides 2,300 year-round employees with full-time employment and during peak construction periods has offered up to 4,500 jobs to individuals throughout the country. As a beacon of its industry the organization has provided means for many stakeholders in its 11 locations and is now at a crossroad in its development.

ASSIGNMENT 1 XYZ PLAN FOR MARKETING FLYER

Marketing Strategy Construction businesses market themselves effectively differentiate their services from the competition and stand a much better chance of driving qualified new business. (Hernandez, 2008) Niche marketing strategies will allow growth while keeping the companys sales goals and identity. (Hernandez, 2008) The companys marketing flyer will be the framework of the companys marketing strategies. The flyer should include which trend or specialty feature the company wants to place first. Something the company will be recognized for later and will build brand awareness and ultimately ROI. According to Hernandez, 2008: By focusing on serving a particular segmentsay restaurant or chain construction, high-end residential projects or sustainable green buildingyour company gains a golden opportunity to own that market space. You benefit not only from decreased competition for bids, but youll also come to be seen by future and repeat clients as a go-to expert in that space. The result: Increased growth in a field that suits your companys specific sales goals and identity. (pg.1) Project Management Cost-Effectiveness The following are a few hints on how to be cost effective in regards to XYZ Construction Company flyer. Use the lowest first-cost structure that meets the business needs, use a design with the lowest operating and maintenance costs, build with the longest life span, consider structures in which users are most productive and that offers the greatest return on investment. While an economically efficient project is likely to have one or more of these attributes, it is impossible to summarize cost-effectiveness by a single parameter. Determining true costeffectiveness requires a life-cycle perspective where all costs and benefits of a given project are

ASSIGNMENT 1 XYZ PLAN FOR MARKETING FLYER

evaluated and compared over its economic life Heizer & Render work (as cited in Marketing Flyer Plan, @ www.termpaperwarehouse.com, n.d.) According to pmbook.ce.cmu, n.d.: The owner or facility sponsor holds the key to influence the construction costs of a project because any decision made at the beginning stage of a project life cycle has far greater influence than those made at later stages. Moreover, the design and construction decisions will influence the continuing operating costs and, in many cases, the revenues over the facility lifetime. Therefore, an owner should obtain the expertise of professionals to provide adequate planning and feasibility studies. Many owners do not maintain an in-house engineering and construction management capability, and they should consider the establishment of an ongoing relationship with outside consultants in order to respond quickly to requests. Even among those owners who maintain engineering and construction divisions, many treat these divisions as reimbursable, independent organizations. Such an arrangement should not discourage their legitimate use as false economies in reimbursable costs from such divisions can indeed be very costly to the overall organization. (Sec, 2.3) Other considerations that must be addressed in this marketing flyer plan include a financial forecast to allow would-be investors the ability to see potential earnings and growth including past earnings to show consistent growth and stability. Furthermore, the company must articulate their desire in relocating some of their assets to an international location, and how it will beneficial in cutting cost and improving delivery time of products and services to international partners. (Marketing Flyer Plan, n.d @ www.termpaperwarehouse.com, n.d.) Conclusion

ASSIGNMENT 1 XYZ PLAN FOR MARKETING FLYER

The This marketing flyer plan will provide the public with an outline to allow the company to achieve its goals which are diversification and globalization, along with cost effective product management and obtaining much needed capital from the upcoming IPO of XYZ Construction Inc. which will occur in 12 months. By using a niche marketing strategy this construction business can market themselves effectively, differentiate their services from the competition, and stand a much better chance of driving qualified new business. (Hernandez, 2008) Establishing consistent growth for XYZ will allow for diversification. Diversification will offer a variety of possible sources for project managers to improve cost effectiveness during large and small scale projects. The shift from private to public will offer global diversification, allowing much needed growth in order to leverage financial capital. Finally, this IPO will allow the XYZ brand to become a common term, used around the world on a daily basis.

ASSIGNMENT 1 XYZ PLAN FOR MARKETING FLYER

References Brainmass.com. (Ed.). (2013). Marketing and Management. Retrieved from Brainmass.com Web site: http://brainmass.com/business/business-and-industry-analysis/375097 Buttell, A. E. (2009). 4 Steps to an Effective Marketing Plan. Journal of Financial Planning, 1, 6-8. Retrieved from ebscohost Web site: http://ehis.ebscohost.com/ehost/pdfviewer/ pdfviewer?sid=e4c8a024-3117-4b5b-889fc896fd1294ad%40sessionmgr115&vid=2&hid=115 Chapter 10 [An Overview of the IPO Process]. In Initial Public Offerings (pp. 10-23). Retrieved from Pli.edu Web site: http://www.pli.edu/product_files/EN00000000050080/89220.pdf Dr. Burchell, J. (2014, January 20). Main Task Develop a Marketing Flyer Plan Assignment [Msg Assignment 2]. Message posted to Classroom SKS7008, archived at http:// learners.ncu.edu/CourseRoom/Default.aspx?course_code=SKS70008&learner_course_id=333305 Hernandez, T. (2008). Niche Marketing Strategies for the Construction Business Owner - See more at: http://www.constructionbusinessowner.com/topics/marketing/constructionmarketing/niche-marketing-strategies-construction-businessowner#sthash.UUxyoeOY.dpuf. Retrieved from Construction Business Owner Web site: http://www.constructionbusinessowner.com/topics/marketing/construction-marketing/ niche-marketing-strategies-construction-business-ownerReferences Pearson Learning Solutions. (Ed.). (2011). Executive concepts in Business Srategies (1st ed.). Retrieved from vitalsource.com Web site: http://online.vitalsource.com/#/books Pletz, J. (2013, September 30). Why a tiny construction services company is one of the year's top IPOs. Retrieved from Crain's Chicago Business.com Web site: http://

ASSIGNMENT 1 XYZ PLAN FOR MARKETING FLYER

www.chicagobusiness.com/article/20130928/ISSUE01/309289967/why-a-tinyconstruction-services-company-is-one-of-the-years-top-ipos# pmbook.ce.cmu. (Ed.). (n.d.). What is Project Management. Retrieved from pmbook.ce.cmu Web site: http://pmbook.ce.cmu.edu/02_Organizing_For_Project_Management.html Schulaka, C. (2011). Marketing's Magic Bullet? Keep It Simple and Consistent. Journal of Financial Planning, 24(3), 30-33. Retrieved from ncu.edu Classroom Reference Web site: https://learners.ncu.edu/CourseRoom/Default.aspx?course_code=SKS70008&learner_course_id=333305 www.termpaperwarehouse.com. (Ed.). (n.d.). Marketing Flyer Plan. Retrieved from Termpaperwarehouse.com Web site: http://www.termpaperwarehouse.com/essay-on/ Marketing-Flyer-Plan/101374 Wasserman, E. (2010). How to Prepare a Company for an Initial Public Offering. Inc, 1. Retrieved from INC.com Web site: http://www.inc.com/guides/preparing-for-initialpublic-offering.html