Davie Construction Company

General Construction

Date Submitted
April 15, 2014

Prepared By

Caitlin Ann Sheppard

BUS 360 SECTION (001)

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Table of Contents
COMPANY OFFERING PRODUCT/SERVICE ............................................................................................... 1
Company Description
Company Location(s)
Other Products Offered
Market Areas Sells To

1
1
1
1

PRODUCT/SERVICE BEING MARKETED .................................................................................................... 3

Description of Product
Features and Capabilities
Product Life Cycle

3
3
3

MARKET OF PRODUCT/SERVICE ................................................................................................................. 4

Customers for Product
Why Product Needed
How Product Used
When Product Bought

4
4
4
4

PRODUCT/SERVICE POSITION ..................................................................................................................... 6

Competitors Offering Products
Competing Products Features/Capabilities
How Competing Products Different
Competing Products Evaluations
All Products Market Share

6
6
6
6
7

PRODUCT/SERVICE MARKETING CHANNELS ........................................................................................ 8

Current Product Marketing Channels
Competitor(s) Marketing Channels
Advantages/disadvantages of Current Channels
Possible Alternative Channels

8
8
8
9

PRODUCT/SERVICE MARKETING PROGRAM ....................................................................................... 10

Overall Marketing Program
Program Changes Made
Product Demand Generation Programs
Product/Service Branding
Product/Service Marketing Success
Recommendations

10
10
10
11
11
11

INFORMATION SOURCES .............................................................................................................................. 12

Individuals
Web Sites
Work Cited

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Davie Construction Company

General Construction

Company Offering Product/Service

Company Description
Founded in 1993, Davie Construction Company has quickly grown into a well-respected general
contractor in North Carolina and the Southeast. Founded on the core values of Integrity, Vision,
Technology, and Teamwork, Davie Construction takes pride in the solid foundation built over
the past 20 years. Davie Constructions success would not have been made possible, if it wasnt
for the customers. The company prides themselves in quality customer service and long-lasting
relationships. Through the exceptional services provided, Davie Construction Company has risen
to be a leader in the construction industry and continues to remain there as they further excel in
general commercial construction.
Company Location(s)
Davie Construction began their journey in Village Town Square in Clemmons, North Carolina.
As the company grew, more space was needed to continue their services, so the company
relocated 10 minutes down the road to Advance, North Carolina. While Davie is located in North
Carolina they are licensed to operate in seven states- North Carolina, South Carolina, Georgia,
Virginia, West Virginia, Tennessee and Alabama.
Other Products/Services Offered
While Davie Construction Company is known for their General Commercial Construction, they
provide multiple services in order to appeal to a wide range of cliental. Their services include:
design and build, uplift and renovations, sustainable construction, and financial facilities
services. While Davie offers a number of service, their service to customers is what sets the
company apart. When Davie partnered with Ford, Simpson, Lively & Rice Pediatrics to create a
new pediatric practice in Winston-Salem, North Carolina, Dr. Robert Ford commented on the
construction process by saying, Davie Construction was a hands-on and extremely experienced
partner that guided us every step of the way in the creation of an environmentally-friendly
pediatric practice that meets all the needs of our patients and staff, and represents an excellent
investment for our physicians.
Market Areas Sells To
The company has preformed a wide range of projects in recent years and through these projects
have created an extensive list of clients. Davies project market includes: Activity/Sport centers,
Churches, Health Care Facilities, Historic Rehabilitation, Industrial/Warehouse Facilities, Office
Buildings, and Retail. While these projects and markets have helped with the growth of
Company, Davies main market area is financial institutions. A few of the companies financial

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institution clients are: BB&T, First Citizens, Bank of the Carolinas, State Employees Credit
Union, and First Community.

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Product/Service Being Marketed

Description of Product/service
Davie Construction is built upon a foundation of reliability, dependability and competitive
pricing. Davie provides General Commercial Construction to those within the states the company
is licensed in. While general construction is Davies main focus, the company offers several
other features described above which help set Davie Construction apart from its competitors. A
few projects Davie has worked on in recent years are: Elon University Ellington Center, BB&T
Bank in Winston-Salem, Hayworth Miller Funeral Home, Professional Park Plaza and many
more. Davie Construction Company is dedicated to provide nothing less than the best General
Construction services, be on time, within in budget, and do things right the first time.
Features and Capabilities
Davie works closely with their clients from the very beginning of the construction process and
offers support in many areas. Dr. Robert Ford of Ford, Simpson, Lively & Rice, a pediatric
center in Winston-Salem and Davie Construction client said, From working with us to provide
our lender key details to secure financing, to handling unique requirements of LEED compliance,
to collaborating with our interior designer to create a whimsical, child-engaging ambiance, the
team at Davie proved to us every day that they were the best choice for this project. Davie
doesnt just provide their services and then leave. They work with the client the whole way
through, paying close attention to special features that may be needed in order to help with the
success of their clients business.
Product/Service Life Cycle
Construction will always be a demanded service. Whether or not the demand is high or low will
depend on the economy. The life cycle of construction depends largely on the size of the project
and the details that will need to go into the project. Putting an uplift on Carolina Center for Eye
care may take less time than the general construction of Stratford Retail Center. At the beginning
the company has to evaluate the project to see if they have the proper resources, labor, and time
in order to preform the job. A typical construction process can vary from two to three months all
the way to a year or longer.

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Market of Product/Service
Customers for Product/Service
Davie Construction Company has a very wide customer market. Due to the many services the
company offers, the customer market is extremely diverse. Examples of customers for this
service would be the owner of a restaurant or the President of a sports center. Janet Sheppard,
Chief Financial Officer for Davie Construction said, Over the past few years Davie
Construction Company has expanded its cliental because of the variety of construction services
we offer. Whether its a financial institution or a pediatric practice, Davie Constructions diverse
abilities has led to an even more diverse cliental basis. Without our customers, we wouldnt be
where we are today, so we are very thankful for the clients we have and continue to meet.
Why Product/Service Needed
Construction is a service that will never disappear, markets will only increase in competiveness.
Peter Morris of AECOM Company said, While demand remains low [for construction], both
interest rates and inflation remain at historically low levels, with real rates negative in many
cases. This should create an environment that encourages investment in construction, since the
cost of financing developments is low, and successful developments can offer far higher rates of
return than available in many other forms of investment (Morris). Construction activity is
crucial for many businesses to be successful. Many companies cannot preform their duties
without the proper building, and Davie Construction helps meet those needs of companies and
organizations.
How Product/Service Used
Davie Construction adapts to the customers needs during the construction process. Depending on
the client, different features may be needed. Davie Construction client, Tony Burton of MudPies
Downtown East Child Care Facility in Winston-Salem, North Carolina said, The Davie
Construction management team invested their time and leveraged their personal connections to
put us in contact with lenders, donors and potential corporate partners. They also helped make
our fundraising efforts for this project a success and our dreams of another downtown facility a
reality. Davie Construction takes the time to make each project specific to the customers needs
and wants, so the end product can be utilized and Davie Construction, as well as the client can
reap benefits.
When Product/Service Bought
Construction can occur at any time of the year. Although, it is more cost efficient to build in the
warmer months because temperatures will not be below freezing causing extra costs such as cold
weather cement and protection. Even though warmer months may be better for construction, it
occurs anytime throughout the year when the demand is pursued. Recently, the economy has had
a great effect on the construction industry. Peter Morris of AECOM Company said, The depth
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of the recession in the construction industry has created a very large negative output gap, or slack
capacity in the market (Morris).

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Product/Service Position
Competitors Offering Products/Services
Like many companies, Davie Construction has several competitors within the Winton-Salem
area. Landmark Builders, Blooming Construction, and Sexton Construction remain Davies top
market competitors. Janet Sheppard, Chief Financial Officer for Davie Construction Company
said, Landmark Builders, Blooming and Sexton Construction are tough competitors. We often
bid against one another for the same projects, and sometimes they win while other times we win
the bid. Competition has made us stronger as a company and caused us to look deeper within our
marketing and company functions to see how we can improve and become a stronger
organization.
Competing Products/Services Features/Capabilities
In the construction industry the main competition occurs when the company is bidding. There are
three type of bidding systems: hard bidding where everyone can bid on a project and they all
have a chance of being chosen to preform the job. Selective bidding, where the organization
looking to hire the construction company selects 3-4 prospective companies to bid on the job.
Lastly, negotiate bidding where the organization only works with one construction company and
they negotiate the price of the project. While, how well a construction company preforms the job,
customer service, and quality of work all factor into the companies competitive nature; the main
form of competition between these firms is through the bidding process.
How Competing Products/Services Different
Each of the construction companies, while they may have the same finished product, they each
offer slightly different services to their clients. For example Landmark Builders, like Davie
Construction are a General Contractor but they differ significantly from Davie in the fact they
also are a Fire and Water Restoration Contractor. Blooming Construction differs from other
competitors because they focus more on Residential Building. These construction companies
serve as General Contractors, but their specialty services are what set them apart and cause great
competition between each other within markets. Davie Construction stands out from competition
due to its focus on financial institutions and their ability to offer other services such as
design/build, uplift and renovations, and sustainable construction.
Competing Products/Services Evaluations
Davie sets itself apart from competitors through their superior customer service. Davie
Construction isnt just looking for partners for a job; they are looking to build a relationship with
the people they work with. The simplicity of caring for their customers is what makes Davie
Construction General Commercial Construction service desired by the public.
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All Products/Services Market Share

Davie Construction would be considered a small to medium sized construction company. Within
the southeast (of the seven states the company is licensed to operate in) the company accounts
for roughly 10% of the commercial construction business. As we continue to grow in the
coming years, I foresee our market share growing as we try to expand into more states, said
Janet Sheppard the Chief Financial Officer for Davie Construction Company.

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Product/Service Marketing Channels

Current Product/Service Marketing Channels
In the construction industry the marketing channels can vary in extensiveness depending on the
type of project at hand. The most important part of a marketing channel is the availability of the
service. Davie Construction works hard to make themselves available for multiple projects at a
time. They function as a well-oiled machine, keeping watch on their resources, employees, and
time management so they can deliver quality work. The marketing channel continues to grow
and proper distribution and organization is crucial for Davies success. One of Davies main
marketing channels is through sponsorships. For example, Davie Construction may sponsor a
Wake Forest sporting event (because they are located in Winston-Salem and one of Davies
Target markets is the Piedmont Triad), because Wake Forest is a private school and Davie wants
to market to people with high net worth. Their target market will most likely not be people who
are watching the nightly news, Davie has to target to customers with high net worth because
those are the people who build commercial buildings.
Competitor(s) Marketing Channels
Typically all construction companies operate in the same manner. Availability of the service
provider acts as the biggest factor in the construction-marketing channel. What distinguishes
these companies from one another is how they differentiate themselves in their marketing
strategies. Competitors strive to distinguish their brands among one another. Davie Construction
for example has set strategies in place and each strategy is designed to establish, build upon, and
expand awareness of the Davie Construction brand attributes of integrity, experience, innovation,
trusted partnership, and the consistent delivery of an exceptional building process.
Advantages/Disadvantages of Current Channels
Along with sponsorships Davie Construction, and other construction companies, rely on positive
word of the mouth, online marketing, and employee involvement in external marketing. While
all of theses current marketing channels can be advantageous, some may come as a disadvantage.
For example, relying on word of the mouth marketing may be good in some cases, but you
cannot always rely on previous customers and friends to spread the word about your company.
Word of the mouth-marketing channel only works when the company has done a flawless job on
the project as well. This form of marketing channel is typically used in more established
organizations. Online marketing also has its advantages and disadvantages. If a company has a
strong tech team who can rule the online marketing world then the online marketing channel
will be beneficial for some organizations.

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Possible Alternative Channels

The construction industry doesnt rely on social media as a marketing channel. This is because of
the specific cliental basis they seek, but expanding into the social media world may benefit the
construction industry more than they think. Expansion into the social media realm would just be
another outlet for displaying a companys logo or mission statement. Social media would be
another place to help expand awareness of the company in the community, and ultimately
continue to grow the construction industry as a whole.

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Product/Service Marketing Program

Overall Marketing Program
Since Davie Construction is a service provider their main marketing focus is their logo. Davie
places their logo on everything. From apparel to billboards to stationary you can find Davies
logo anywhere and everywhere in the seven states they are licensed to operate in. John Williams
of Entrepreneur Magazine said, Consistent, strategic branding leads to a strong brand equity,
which means the added value brought to your companys products or services that allows you to
charge more for your brand than what identical, unbranded products command. The most
obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful
brand equity, it can charge more for its productand customers will pay that higher price
(Williams). Davie Construction has two main objectives in their marketing plan:
- Positioning Davie Construction as the top-of-minded general contractor in the
Piedmont Triad
- Increasing the number of projects awarded to Davie Construction
Program Changes Made
In April of 2012 Davie Construction decided their marketing plan need a facelift. Davie
Construction hired Pam Goldberg, of Goldberg Marketing Group, to create a modified Davie
Construction logo and an extensive marketing plan to help Davie Construction continue to grow
and create a stronger brand equity. Goldberg said, The plan included analyses,
recommendations, research results, and where applicable, copywriting, samples and lists, for
tactics supporting six key strategies. The marketing plan and face-to-face presentation of the plan
provided Davie Construction management with the tools necessary to manage their marketing
activities internally or through the consulting services of Goldberg Marketing Group.
Product/Service Demand Generation Programs (including Social Media)
Unlike many other businesses, social media is not a marketing technique that Davie Construction
relies on. Even though the demand for social media is growing, Davie Construction has not
adapted into this form of marketing. As mentioned earlier, Davie focuses on their logo as the
main marketing factor. The marketing team also places articles in the Winston-Salem Business
Journal, different magazines, and has a team who helps facilitate press releases. Davie is also
extremely involved in Winston-Salem and surrounding communities and serves as sponsors for
charity events, which aids the companys social responsibility. Along with being socially
responsible, Davie makes sure their website is up-to-date, because that serves as a main resource
to clients searching for more information on the company.

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Product/Service Branding
Brand equity has become a big part of Davie Constructions success over the past years. All
employees wear the Davie Construction logo. In 2012 Pam Goldberg helped Davie Construction
reconstruct the company logo for a more graphic appeal. If employees are in the field working
they have t-shirts, sweatshirts, and hats that all have the logo present. If employees are working
in the office collard shirts, polos, and sweaters contain the logo. At each job site a signboard is
always present with the companies contact information and logo to catch the eye of the
community. Along with the presence of the company logo, Davie Construction also instructs
employees to answer the phones the same way and the tag lines at the end of each employees
email contains the exact same set-up and information.
Product/Service Marketing Success
Over the course of the years, Davie Construction Company has found that continuity in how they
market their company has allowed their clients to gain confidence in the company. Janet
Sheppard, Chief Financial Officer for Davie Construction Company said, Clients gain
confidence if they see things they recognize. This confidence then grows into the mindset that
that the company knows what they are doing. Davie recently celebrated there 20th year as a
business, and with this celebration came along a great deal of marketing tactics. Davie didnt
want to just celebrate with employees they wanted to share the success of the company with
clients and the community. Email blasts, postcards, and pictures were shared to commemorate
and celebrate the accomplishments of the company over the past 20 years.
Recommendations
Overall, I feel that the marketing tactics of Davie Construction Company are excellent. One
recommendation I would make to the company is to not only have your employees wear the
Davie Construction logo, but start offering items to the community. For example, when Davie
sponsors an event give our 50 free t-shirts for the construction company logo. This will help
excel external marketing and continue with the idea of business continuity.

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Information Sources
Individuals
Name: Janet Sheppard
Title: Chief Financial Officer
Organization: Davie Construction Company
Address: 152 Kinderton Way E. Suite 200
City, State, Zip: Advance, NC 27006
Web Site: http://www.davieconstruction.com/index.cfm
E-mail address and Phone number: Janetsheppard@davieconstruciton.org/ (336) 399-3951
Name: Dr. Robert Ford
Title: Peiditration
Organization: Ford, Simpson, Lively & Rice Pediatrics
Address: 2933 Maplewood Avenue
City, State, Zip: Winston-Salem, NC, 27106
Web Site: http://www.cornerstonehealth.com/practices/practice-profile/?id=62
E-mail address and Phone number: 336-794-3378
Name: Tony Burton
Organization: MudPies Downtown East Child Care Facility
Address: 251 East Seventh Street
City, State, Zip: Winston-Salem, NC, 27106
Web Site: http://www.nwcdc.org/index.php/facilities/mudpies-downtown-east
E-mail address and Phone number: (336) 721-1215
Web Sites
Organization: Entrepreneur Magazine; John Williams
Web Site Address: http://www.entrepreneur.com/article/77408#
Information Obtained: Found in Overall Marketing Program
Organization: AECOM Company; Peter Morris
Web Site Address: http://www.aecom.com
Information Obtained: Why Product/Service Needed; When Product/Service Bought
Organization: Davie Construction Company
Web Site Address: http://www.davieconstruction.com
Information Obtained: Throughout Paper (in selective areas)

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Works Cited
Davie Construction Company. (n.d.). Davie Construction Co.. Retrieved April 14, 2014, from
http://www.davieconstruction.com
Morris, P. (n.d.). AECOM - A global provider of architecture, design, engineering, and
construction services. AECOM - A global provider of architecture, design, engineering,
and construction services. Retrieved April 14, 2014, from http://www.aecom.com
Williams, J. (n.d.). business - The Basics of Branding. Entrepreneur. Retrieved April 14, 2014,
from http://www.entrepreneur.com/article/77408

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