Borton Thomson Engineering Essay

possibility that they will not purchase it. Quality customer services are also valued by most customers. Although the aspect of customer services may not directly affect the company since it does not deal with end-users directly, it would be very strategic for the company to establish a sustainable relationship with bookshops and retail agents. This relationship would help in enhancing better customer satisfaction through facilitating strategic alliance on market research, product distribution, and knowledge sharing.
The main customer channel for Borton-Lawson Engineering is the outlet branches in different areas. They also advertise their services through exhibitions, seminars and other professional journals. Their professional journals are sold through bookshops purchases more than 50 percent of the company’s …show more content…
Borton-Lawson Engineering is the largest engineering company worldwide in terms of large network of customers and production output. The key to becoming a market leader in the industry is by designing an effective marketing mix strategy that comprises of product and branding strategy, pricing strategy, promotion strategy, and distribution strategy. The market leader is far much unmatched in the entire industry, and its competitive advantage is very sturdy. This is in the sense that it has strong brand awareness, uses integrated distribution strategy, and uses value pricing strategy, in which the price reflect the quality of the brand. It also has a relatively strong brand awareness and communication competence, which has been facilitated by marketing promotions, physical branches, and online marketing. The product range of is far much wider compared to those of Borton-Lawson Engineering. This depiction illustrates that Borton-Lawson Engineering has to make a strategic move so as to meet the real time customers’ needs, build a strong brand, and ensure availability of their services