Total market volume and value: the number of actual clients, the number of potential clients; the numbers who use you as distinct from others; the numbers who use others rather than you; the income availability in the total market; the income gained by you from the market; the potential income available to you from the market.
Market nature: the extent to which the client base is fixed or fluid; whether the market is expanding, static, stagnant or contracting; the duration of the market; certain, likely and possible changes in the market — especially in terms of client confidence and expectations; other possible and likely trends and developments.
Market locations: and the key pressures that these bring, which means understanding the cultural pressures and boundaries (see Summary Box 8.1), and especially those constraints that cannot be altered — such as religious pressures and tendering methods in overseas and other non-domestic markets. It is no use having excellent construction, design or consulting expertise if it cannot be made acceptable to the target market.
Market expectations: this means recognising and understanding what the market expects as the result of commissioning construction industry activities — and matching and presenting expertise in ways that reflect this. It also means having a clear understanding of the performance and usage of the completed facility in terms of the expectations of the future and long-term users if these are different from the client.
Unable to display preview. Download preview PDF.