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Marketing Flyer Plan

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Abstract
This assignment requires the development of a plan for a marketing flyer which outlines the key offerings at XYZ Construction INC. This flyer will be used to educate potential customers on the services offered by the firm.

Who is XYZ Construction XYZ Construction, Inc. is a privately owned company founded in the 1950s. The owners have decided to transform the business from one of private ownership to public ownership and plans for its Initial Public Offering (IPO) to be in 12 months. XYZ Construction, Inc. performs horizontal construction work including roads, airfields, and bridges. The company’s headquarters is in Denver Colorado and has 16 field offices located in 11 states (Silver, 2012). Products and Services XYZ Construction, INC provides horizontal construction work including roads, airfields, and bridges. The company has a workforce which includes heavy and light equipment operators, civil engineers, and project managers along with an administrative staff in the headquarters facility with support staff in each of the 16 field offices (Silver, 2012). Marketing Strategy
Construction companies market themselves effectively differentiate their services from the competition and stand a much better chance of driving qualified new business (Hernandez, 2008). The result should be an increase growth in a field that suits your company’s specific sales goals and identity (Hernandez, 2008). In short, the flyer should outline the marketing strategies for XYZ Construction Company and how they will develop a particular specialty trend to be more successful than other construction companies. The company must focus their marketing strategy in a new, different special segment of the market such as residential construction or small business construction.

Financial Strategy
A section in flyer should address the following. Prepare a financial forecast including months, quarters, and years. Analyze the financial situation of the market and the company. Surprise any potential investor with a thorough and complete overview. Earnings growth is usually described as a percentage in periods like year-over-year, quarter-over-quarter and month-over-month. The basic premise of earnings growth is that the current reported earnings should exceed the previous reported earnings. Earnings stability is a measure of how consistently those earnings have been generated. Stable earnings growth typically occurs in industries where growth has a more predictable pattern (Scott, Kwan, Cheong, & Li, 2002). Furthermore, the company must articulate their desire in relocating some of their assets to an international location, and how it will beneficial in cutting cost and improving delivery time of products and services to international partners.
Cost-effective Project Management
The following are a few hints on how to be cost effective in regards to XYZ Construction Company flyer. Use the lowest first-cost structure that meets the business needs, use a design with the lowest operating and maintenance costs, build with the longest life span, consider structures in which users are most productive and that offers the greatest return on investment. While an economically efficient project is likely to have one or more of these attributes, it is impossible to summarize cost-effectiveness by a single parameter. Determining true cost-effectiveness requires a life-cycle perspective where all costs and benefits of a given project are evaluated and compared over its economic life (Heizer & Render, 2011).

Human Resources and Jobs
The flyer must address Human Capital which is an integral part to the success of any organization and XYZ Construction .INC is no different. It would be prudent for the company to conduct a market analysis of the prospective market(s). The analysis would yield important results such as salary, skill sets, education levels and etc. It is paramount to keep in mind that the human resources and job process is predicated from the supply and demand aspect. Furthermore, XYZ Company should provide essential training for their employees (Dessler, 2011). For example, computer base training, on the job training for both supervisory and non-supervisory personnel (Dessler, 2011).
Compensation Strategy
Baby Boomers are retiring from the labor market, and several companies are finding it extremely difficult to retain employees. Turnover is becoming a serious problem in corporate America and it must be addressed in the flyer. The company must assess the current situation and measure the turnover rate in their company. Turnover is calculated simply by dividing the number of annual terminations by the average number of employees in the work force (Mushrush, 2002). The company offers strategic compensation packages to reduce turnover rate from 20 % to 10%. Employees are given an opportunity for advancement and are not micro-managed. Intrinsic rewards are critical. Employees must believe they have a voice and are recognized for their contribution (Mushrush, 2002): * Competitive pay scales. * Long-term incentive compensation. * Bonus and gain-sharing plans. * Benefit plans. * Health Plan * Non-cash rewards. * Retirement Plan.
Company Hierarchy
Hierarchy of XYZ. A president duty includes working for large construction projects of the local company. The president is also responsible for operation and other management activities. The director of construction is responsible for all activities related to construction projects. The senior project management and the engineers have responsibilities similar to the director of construction but more close to the field of construction. The chief estimator is who deals with the cost of the construction projects. The comptroller is in charge of the department of accounting of the company. The accountants prepare the financial statements and the finance officers are who analyze them (Construction Executive Online, 2010).
Business Ethics and Culture Issues
Responsible business enterprise: an enterprise characterized by good governance policies and management practices as well as by a culture of responsible business conduct. It is adept at dealing with the challenges and complexities of its business environment, but holds closely to its purpose, core values and vision. XYZ must consider the cultural differences to be successful in the international market and communicate it via the flyer. A responsible business conduct is essential to helps owners, managers and employees to build an organization. Responsible business conduct: the choices and actions of employees and agents that foster and meet the reasonable expectations of enterprise stakeholders (Stanwick & Stanwick, 2011).
Business ethics program is a tool that owners and managers use to inspire encourage, and support responsible business conduct, by engaging enterprise stakeholders in order to foster and meet their reasonable expectations and designing structures and systems to guide and support employees and agents. Employees in today’s business may be members of different political parties, feel differently about religion, economics and other issues. If XYZ is going to risk their money and time in this business the company must consider all these aspects in order to be successful (Stanwick & Stanwick, 2011). For example, having a female manager is no big deal in the United States, Canada or in Europe. However, in the Middle East it would be considered as an insult. Have you ever seen a Female CEO from China?
Environment Laws
The company should consider implementing the following acts in place to oversee and regulate the impact that businesses have on the environment. However, some of these laws are not applicable internationally and can be presented in a separate document. Environmental protection laws are regulated for the federal government by the Environmental Protection Agency (EPA). The Environmental Protection Agency (EPA, 2012) has put the following acts in place to oversee and regulate the impact that businesses have on the environment: * The Clean Air Act. * The Clean Water Act. * The Emergency Planning and Community Right-to-Know Act. * The Pollution Prevention Act. * The Resource Conservation and Recovery Act. * The Safe Drinking Water Act. * The Toxic Substance Control Act.
In order to understand these above government standards, the government also enacted The Regulatory Flexibility Act (RFA) and the Small Business Regulatory Enforcement Fairness Act (SBREFA) to provide small businesses with the flexibility and clarification necessary to comply with government standards. (All business, 1999).
Conclusion
XYZ must monitor liquidity, cash flow, labor productivity, and customer and employee satisfaction. Management needs to implement strategies considering these facts so they will be able to improve the organization and depict them in the flyer: * To be able to expand operations internationally, XYZ must focus on cultural diversification, market differences and in keeping a stable earnings growth. * Must develop a robust strategic compensation package to retain associates. * Must keep a simple organization hierarchy to keep it accessible to associates at all levels * The integration of all the aforementioned factors will facilitate the transition from private firm to be a Public Company.

References * All Business (1999, November). Environmental regulations for small businesses. Retrieved from http://www.allbusiness.com/government/environmental-regulations/11898-1.html * Construction Executive Online (2010). Retrieved from http://www.constructionexecutive.com/construction-jobs_president+jobs.html * Dessler, G. (2011) Human resources management. Executive Concepts in business Strategy, 282, Pearson Learning Solutions. * Environment Protection Agency. (2012, July) Retrieved from http://www.epa.gov/lawsregs/topics/ * Hernandez, T. (2008, January). Niche marketing strategy for the construction business Owner. Construction Business Owner, 1(1), 1. * Heizer, J. & Render, B. (2011). Operations management, Executive Concepts in business Strategy, 230, Pearson Learning Solutions. * Mushrush, W. (2002). Reducing employee turnover. Retrieved from http://www.missouribusiness.net/sbtdc/docs/reducing_employee_turnover.asp * Scott, D., Kwan, M., Cheong, W., & Li, H. (2002). Web-based construction information management systems. Icoste, 3(1), 43-52. * Shaffer, R. (1999). "IPOs for Everyone: Why investment banks don't need to worry about Online IPOs—yet." Fortune. NY, NY: Wiley. * Silver, G. (2012). Syllabus for SKS7000-8 Doctoral Comprehensive Strategic Knowledge Studies, 7-8. * Stanwick, P. & Stanwick S. (2011). Understanding business ethics. Executive Concepts in business Strategy, 541, Pearson Learning Solutions. * *

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