Marketing strategies for project developers during area development competitions and recommendations for initiating future competitions

The following study tends to conceptualize the desired price x quality level for the submitted proposals by project developers, during area development competitions under the EU tendering law in a non-public procedure, according to all involved actors. The target is to find the most suitable business strategy for a project developer to enter future area development competitions. From the perspective of the participating project developer the situational characteristics of area development competitions are analyzed. Considering the core business of the project developer, surviving on the competitive market or even grow, the area development competitions are approached from marketing perspective. This research showed that Place and Product, depending on the size of the competition, in the marketing mix forms the most essential part of the proposal. Applying unique selling points and relationship marketing are contributing to a higher chance of being selected as project developer. The social component of the proposal characteristics are highly important, situational characteristics as communication stakeholders and overall feasibility will get more decisive. Considering the increasing power of People and Process related issues in complex urban contexts.

Subject

area development
marketing
strategy
competition
developer
EU tendering procedure
marketing mix

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http://resolver.tudelft.nl/uuid:1ee90337-65b1-4070-ac08-bb6d943f76b9

Embargo date

2011-06-29

Part of collection

Student theses

Document type

master thesis

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P5_report_mhalbmeijer_1267647.pdf

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