How the role of marketing drives business forwards
A Portakabin case study

Page 1: Introduction

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Portakabin designs and delivers modular buildings. It provides clients with inspiring buildings of outstanding quality. Its original market was the construction industry, with its portable buildings providing on-site storage and accommodation. In the last 40 years its portfolio of modular buildings has extended to include offices, medical centres and schools. The market The two main Portakabin...
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Page 2: The purpose of marketing

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The Chartered Institute of Marketing (CIM) defines marketing as: 'The management process responsible for identifying, anticipating and satisfying customer requirements profitably.' Marketing is therefore about finding and keeping customers. Business writer Peter Drucker points out how important good marketing is to a business: 'Because the purpose of business is to create a customer, the...
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Page 3: Market research

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Portakabin uses both primary and secondary market research to find out what its customers need: Primary research is first-hand research, such as interviews and focus groups. Such research often gives better qualitative data in the form of opinions, views and comments. Portakabin held focus groups with customers and found that they wanted more light in office buildings as this increased...
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Page 4: The marketing mix: product and price

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The 5 Ps Traditionally the marketing mix the balance of elements needed for effective marketing is referred to as the 'four Ps'. These are Product, Price, Promotion and Place. Portakabin adds a fifth 'P' to this mix with 'Positioning'. This shows how the business intends to position itself to customers so that it is different from its competitors. It is closely linked to its Unique Selling...
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Page 5: Promotion and place

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Promotion Portakabin uses both above-the-line and below-the-line methods. Above-the-line involves paid-for advertising through targeted channels such as trade magazines. Below-the-line promotion is generated in other ways. Portakabin methods include direct mail, public relations and open days. Its website is also a point of promotion as it gives customers immediate access to the scale and...
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Page 6: Conclusion

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Portakabin supplies premium working environments to clients who demand ever-higher standards. It maintains its leading position in a competitive market with a balanced marketing mix. This is designed to provide clients with quality products and highest service levels. It has developed as a trusted brand. Market research is particularly important in helping to measure the effectiveness of the...
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