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Analyse der Berufsgruppe Architekten zur Ermittlung einer zielgruppengerechten Kommunikation für einen Baustoffhersteller

  • Analyse der Berufsgruppe Architekten zur Ermittlung einer zielgruppengerechten Kommunikation für einen Baustoffhersteller Analysis of the occupational group of architects to determine a communication appropriate to the target audience for a building materials manufacturer This thesis deals with the specialties of addressing the occupational group of architects in Germany. It examines their role and approach in the process of buying building material with the aim of finding out a suitable way for a building materials manufacturer to communicate with the target audience. For this purpose a secondary analysis of architects is carried out and replenished with a primary data acquisition. After analyzing the work, role and way of obtaining information of the architect the theory of corporate communication is explained. This chapter shows the requirements and possibilities and examines the features of communication for a business-to-business company. Following the primary data acquisition in the form of expert interviews is carried out. In conclusion the outcome of the secondary and primary research is merged, which allows the derivation of a recommended course of action. The results show that architects have a powerful role in the buying center and therefore a tremendous influence on the buying process of building materials. However it emerges to be difficult to address the target audience, since they communicate in a passive way. Furthermore the study identifies that architects are artists and builders in one person. This is why it is important to them that their projects do not only look good but are also functional. Another result is that architects often do not feel respected as experts, although they have a wide specialized knowledge. Moreover the research shows that the target audience has to face new challenges with every project, which is why they are always searching for new inspiration and ideas. Finally it emerges that architects feel a special enthusiasm for their occupation and work as well as architecture in general. From the insights gained it could be derived that the appropriate way to communicate with architects is in two phases. On the first stage the attention of the target audience needs to be won in the right moment, which is why the manufacturer has to show a steady presence. In the second phase the company has to provide all information needed to the architect. In conclusion of this thesis it is highly recommended for building materials manufacturers to address architects in an appropriate way because in the long run it will improve the market position of the company.

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Author:Melanie Heinichen
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing