| Greetings!
With the depressing background of a slump in the housing sector, this month's newsletter focuses on new opportunities. If your company is facing sudden falls in sales, then you need to expand other market sectors, enter new markets and launch new products - NOW! Get marketing, and if you need some help give Competitive Advantage a call. |
| Opportunities in Healthcare |
As the housebuilder sector declines companies should look at alternative sectors, like healthcare where there is still plenty of activity. Any company considering the Healthcare sector, or already operating there, should read "Construction Prospects for the Health Sector" a report completed in June 2008 and published by Construction News. This report gives an insight into some aspects of the way PFI in the Healthcare sector works as well as highlighting some key opportunities.
The report states that it in the next few years, as major projects are completed, there will be more emphasis on primary care and community facilities. When hospitals are constructed there will be a trend towards more individual rooms for patients, creating an increased opportunity for off-site manufacture and the use of pods. Sustainability will also become more important, particularly relating to energy efficiency. Also expect a general increase in the use of sustainable products as projects start to be built to the BREEAM 'Excellent' standard. Innovative products will also be encouraged, particularly where it can help to minimise infestations and germs; self cleaning glass, sterile paints and floor coverings are examples. There will also be changes to the operation of the supply chain, including an increase in the number of contractors on tender lists.
The report is available to subscribers of Construction News. |
| Opportunities in Refurbisment |
 The FMB's report "Building a Greener Britain" highlights an opportunity to develop and launch new products to the small and medium sized contractors who work in the housing refurbishment sector. The FMB believes that with the introduction of Energy Performance Certificates there will be an increasing demand for sustainable products. It is calling for the Government to lead the initiative which could then create a market worth between £3.5 and £6.5 billion per year. Although this is dependent on the Government's encouragement I believe that there are still opportunities in the sector as home owners suffer increases in energy costs and become more aware of the sustainability issues.
The report states that "the majority of architects view the energy standards in the Building Regulations as a maximum to aim for, rather than a minimum that can be exceeded in many situations. There are many instances of major refurbishment work where a design professional is not needed, and the contractor takes the lead in specifying and carrying out the work." My past experience suggests that if home owners were aware of what is available, in many cases they would be prepared to pay extra to enjoy the benefits. Right now, companies need to be promoting the benefits their products can offer, both to home owners and the small and medium contractors. This may not replace the decline in business from a Barratt, Taylor Wimpey or Persimmon, but at least it can start to offset the effect.
If you are concerned about the future housebuilder market, why not purchase the July edition of Housebuilder Watch from Competitive Advantage at £300 + VAT. This reports on Sales, Starts and the mix of property types for national and regional housebuilders. It provides a means of knowing exactly what is happening, rather than relying on the 'Spin' that comes back from the media. |
| Win an Award |
 Winning awards is a good method to raise awareness of both your company and individual members of the team. At the moment there are two organisations calling for entries, with similar criteria, so why not enter both!
The Construction Products Association is calling for entries for the Construction Products Innovation and Achievement Awards 2008. Deadline for submitting entries is 25th July 2008.
Also calling for entries are the Construction Marketing Awards. These recognise the creativity, innovation and effectiveness in the implementation and execution of your company's marketing and business development strategy. Deadline for submitting entries is 15th September 2008.
If you do not have the resource to put together an entry contact Competitive Advantage and we can quote for undertaking some of the entry preparation for you. |
| Sustainability |
 Both the Healthcare and FMB reports emphasis the increasing demand for sustainable products. To learn more about one group of specifiers of these products, the Sustainability Consultants, you can purchase Competitive Advantage's report "The Influence of the Sustainability Consultant" or if you want help facilitating the ideas for new products we run a workshop "Innovating Sustainability". | |
Chris Ashworth
Competitive Advantage Consultancy Ltd
Phone: 0844 6698728
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| Chris Ashworth |
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