Marketing strategies and the growth of construction industry: the case of selected companies in Dar es Salaam
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Date
2009
Authors
Journal Title
Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
There exists a knowledge gap on the marketing strategies used by construction companies in Tanzania. The study explored marketing strategies used by construction companies in Dar es Salaam and analyzed the relationship between marketing strategies and growth of the construction companies. Primary and secondary data were collected and analyzed through qualitative techniques in which in-depth case analysis was conducted. The relationship between marketing strategies and growth of the construction companies was analyzed through descriptive statistics in which cross tabulation of the variables was done using the chi square test. The study found out that there are no formal marketing strategies employed by the construction companies. Marketing is realized by implication in cource of delivering construction services. Although the companies have experienced growth in various ways, but there is no relationship between marketing strategies and growth of the companies. The study recommends that local construction companies in Tanzania should strive to get knowledge on how best they can employ different marketing strategies. Other stakeholders in the construction companies have a role to play, including creating conductive environment for the local construction companies to strive. There is a need for Contractors Registration Board (CRB) to assist in rising contactors knowledge on importance of marketing in their business. For construction companies to be competitive and realize growth, they ought to lay down marketing plans in line with setting aside budget for the implementation. The construction companies should also consider adverting more in both the local and international construction journal if they have to compete for major construction projects.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class Mark (THS EAF HD9715.T34L46)
Keywords
Construction industry, Marketing strategies, Dar es Salaam
Citation
Leone, N. S (2009) Marketing strategies and the growth of construction industry: the case of selected companies in Dar es Salaam, Master dissertation, University of Dar es Salaam