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ASSIGNMENT 2
SPENNCON AS
Developing Marketing Strategy in the Construction Industry






Spenncon AS – Current Market Situation

Spenncon AS is the Norwegian subsidiary of Consolis, the largest manufacturer of prefabricated concrete elements used in the construction of buildings in Europe. As of 2001, the situation of Spenncon is one of the worse of all Consolis subsidiaries.

Indeed, the decrease of Spenncon’s profitability is worrying, in that it is a general tendency as opposed to a bad temporary current situation. Of course the very nature of the industry is at stake in the problems faced; yet there is a lot to say about Spenncon’s marketing strategy itself.
As a starting point the construction industry is very cyclical and not in a way that one could easily foresee. Nevertheless such an industry requires a lot of planning and organization and the cyclical nature of the industry combined with a poor timeliness entail volume uncertainties (Geyskens and Al......

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Approximate Word Count: 1189
Approximate Pages: 5 (250 words per double-spaced page)

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