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 Construction Sales and Marketing Newsletter       April 2011
In This Issue
Construction Market Activity
Taking cost out of construction
Government initiatives
Don't overlook the fundamentals

 

Dear

 

Welcome to the April edition of the Marketing Newsletter. This month we have updates on a number of government initiatives. With the budget over, let's hope we now see some confidence return to the market.

Construction Market Activity

Following last month's budget the picture coming from the construction sector seems to be one of uncertainty. The government claims that it has now changed the planning system to drive local growth and the first payments of the New Homes Bonus which will total £200 million in 2011 have been made to councils. In addition the FirstBuy scheme is promised to help 10,000 first time buyers with £210 million available over 2 years.

 

In their latest release the Office for National Statistics shows that total construction output in February 2011 was up 8.6% on January 2011 and down by 0.3% on February 2010. All sectors were up, with the strongest growth in Public Housing repair and Private Industrial new build (both from a small base). When December 2010 to February 2011 are compared with the previous 3 months there was a fall of 18.3%.

 

The Construction Purchasing Managers' Index also showed an increase in activity across all sectors in March, continuing the trend from January and February.

 

Announcing a 5% growth in revenue and a 64% growth in trading profit for Wolseley's half year results Ian Meakins, Chief Executive said "The impact of recent VAT increases and government spending cuts leaves the outlook in the UK more uncertain."

 

This week the Construction Products Association published their Spring forecast in which they predict a fall of 0.8% in 2011 and 2% in 2012 as recovery in private sector construction fails to match the sharp downturn in public sector spending. By 2015 they predict that Private Sector construction work will rise to £15 billion but falls of 53% in education and 27% in health will see Public Sector work drop to £11bn. Even with 5 years of modest growth they predict that private housing starts will still be 16% below the 2007 peak.

 
Taking cost out of construction

In December 2010 Infrastructure UK published its Infrastructure Cost Report, their research demonstrated that the UK is currently less cost effective than Europe when it comes to delivering major infrastructure projects and that there is an opportunity to realise savings of 15% (£2-3 billion per annum). In response the Government published their implementation plan last month, a programme of activity detailing how these cost savings are to be realised through 2011 and beyond. These activities include the publication of a forward programme for Government investment; new models of competition and procurement; more effective governance and a common set of principles for the management of contingency budgets, as well as the improvement of cost benchmarking. By May 2011, to support these changes and to ensure Government and Industry are fully engaged, a charter is to be published setting out expected behaviour in future relations between the Government and the construction Industry.

 

The Capital Review team, a panel of experts led by Sebastian James, Operations Director of Dixons Retail, have just published their findings following an independent review of capital funding and how it is spent on schools in England. It sites ambiguity in the current goals of capital spend, calling for clearer objectives to ensure enough fit-for-purpose school places for every child. It also states that allocation of funds should be objective, taking into consideration demand for pupil places and the condition of the local estate. The panel propose that when building new schools the use of a clear set of standardised drawings and specifications, incorporating the latest thinking on educational requirements and regulatory needs, are used. This they believe would provide an environment for improved quality and reduced costs. In a message which should be heeded by all government procurement the report states "There must be a single, strong, expert, intelligent 'client' acting for the public sector in its relationships with the construction industry and responsible for both the design and the delivery of larger projects."

 

In an accompanying letter to Michael Gove, James says that as much as 30% of the total money spent could be saved.

Government Initiatives

For those still looking at the impact of the budget the Homes & Communities Agency has produced a useful outline of the budget implications relating to the unblocking of the planning system, reforming stamp duty and 'build now pay later' for the release of public land to housebuilders.

 

Alongside the budget the government published it Plan for Growth which acts as a supplement to the budget. Within this there are two sectors of interest to the industry; Advanced Manufacturing and Construction.

 

The government has announced renewable heat premium payments which they say represent a cost-effective way of increasing renewable heat uptake. Around £15 million will be used to make payments to households who install renewable heating. This will support a range of technologies and fuel uses including solid and gaseous biomass, solar thermal, ground and water source heat-pumps, on-site biogas, deep geothermal, energy from waste and injection of biomethane into the grid.

 

Although the latest edition of Document L of the Building Regulations only came into effect last October, with many buildings still being constructed to the previous edition, work is now starting on the next edition, due to come into effect in 2013. This is seen as an intermediate step to achieving the now downgraded requirement for zero carbon homes in 2016. If you are still getting to grips with the 2010 Document L you can download a practical introductory guide published by the NHBC Foundation.

Don't overlook the fundamentals

The recession, with a drive towards cost reduction in all sectors, has created much change in the construction industry. At the same time the influence of sustainability is also touching most decision making. As a result the last few years have seen major changes in how the industry is organised and the decision making process. It is important not to lose touch with your target market and customer drivers. Competitive Advantage can help by delivering tailored, cost effective research into customer satisfaction, decision making or product usage, enabling you to be objective with your business resource and achieve optimum rewards. Find out more by viewing the Competitive Advantage website or contact us now for advice on your project.

 

Chris Ashworth
Competitive Advantage Consultancy Ltd

Email: chris@cadvantage.co.uk
Phone: 0844 6698728
Web: http://www.cadvantage.co.uk

 

 

Tel: 0844 6698728
Chris Ashworth 
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