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develop a few ideas to procure additional business

The ITO business is an outsource IT technology business.

Using the A&D case described below, review A&D's position in the product life cycle and consider branding strategies that might assist them in procuring additional business. Be sure to suggest tactics which would allow those firms and government agencies that might have need of A&D's services in the future to become familiar with A&D and to contact A&D when they have a need.

Write a memo to the CEO of ITO, citing A&D as an example, and drawing from this example, develop a few ideas that might promote ITO's desire to procure additional business.

A&D Case Study
A&D, based in Atlanta Georgia, with offices in Birmingham, Alabama and Ft. Lauderdale, Florida, provides project management and financial analysis services for construction projects and other capital programs. Their expertise also includes facilities utilization, replacement and maintenance. A&D's consulting engagements include work in construction budgeting, scheduling and on-site review as well as claims analysis and expert testimony. A&D employs 40 people and earns approximately US$4 million in annual consulting fees.

In some respects, even though A&D is over 30 years old, the firm is still a well-kept secret, since not much effort has been expended in marketing their services, nor do many prospects know of their successes. In the past they have sourced business from personal contacts, word-of-mouth marketing, and government bids. They have never advertised their services.

However, despite the lack of company name branding, in the last few years several of their projects have received national acclaim. A&D successfully designed, bid and initiated all of the project construction for a US$169 million Olympic Village housing construction program. They assisted in compressing a ten-year construction program into three years. As part of the project, they also were responsible for a land acquisition program which included negotiating 16 separate rights-of-way, purchasing several acres of land from the local municipal housing authority, overseeing two separate condemnation actions conducted by the State Attorney General and coordinating demolition of structures listed on the National Historic Register.

A&D has also become well-known for their work with several large metro housing authorities. For one of the 10 largest public housing agencies in the United States, they are responsible for the design and construction management department's day-to-day operations. This department oversees over US$35 million in active contracts, spanning 42 public housing communities and servicing over 10,000 residents. A&D's work which also includes the design and construction management department's organizational structure, staffing, processes, reporting/auditing has resulted in the Authority receiving a perfect 100% score on its annual management review by the U.S. Department of Housing and Urban Development versus an all-time low score of 39% several years prior. Due to A&D's work, the Authority also received an "A" in their modernization program versus a "F" two years previously.

For another metropolitan housing authority they are responsible for planning, procuring and managing the design, renovation and demolition of the Authority's housing stock from scope development through procurement, contract administration and closeout as well as managing their capital improvement budget. In addition, A&D participates in this Authority's strategic planning process by assisting with the Authority's annual and 5-year strategic plans.

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Solution Preview

Let us start this assignment with a review of the stage of the company's product life cycle. A&D can be put in the higher end of the growth stage of the product life cycle. This stage is chosen due to the fact that company is growing at a rapid pace and revenues are increasing day by day as more and more people are becoming aware of A&D's services and expertise.

Even though the company is not advertising at this stage and is only relying on word of mouth referals and contacts to generate business, it is still enjoying a healthy growth rate. However, in order to reach the next stage of the product life cycle as well as reap the full benefits of the success and experience of the company so far, it will be appropriate for the company to initiate extensive marketing and branding strategies to expand itself and take the company to new heights. In other words, it is the most appropriate time to capitalize on the rich history and success of the company in the past. In order to achieve the objectives of enhancing the corporate and brand image of the company and procure more business in the future, A&D will need to develop a comprehensive strategic and marketing plan.

The development of the strategic and marketing plan including the branding strategies will start from a comprehensive analysis of the company's internal and external environment, which will highlight the key strengths, weaknesses, opportunities and threats in front of the company. Such analysis will also provide an extensive overview of the firm's external ...

Solution Summary

Using the A&D case described below, review A&D's position in the product life cycle and consider branding strategies that might assist them in procuring additional business. Be sure to suggest tactics which would allow those firms and government agencies that might have need of A&D's services in the future to become familiar with A&D and to contact A&D when they have a need.

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