Shaftmodule

: establishing a marketing approach for a construction startup : comparative qualitative analysis of engineers and contractors as target groups

Abstract

The basis of this work is a project request from the startup Shaftmodule. The company has been operating in the Portuguese construction market since 2014. However, it had difficulties in addressing suitable target groups and winning them as customers. Therefore, the aim of this work is to determine whether engineers and contractors are suitable targets for Shaftmodule. Furthermore, a marketing approach for the target groups is developed. For this, a SWOT analysis and a qualitative analysis of both groups is done. For making a qualitative analysis, the research uses written interviews with engineers and contractors in the Portuguese market who manage large projects. Interview data are then qualitatively analyzed and compared. First, data are coded, and the codes are grouped into categories. In a second step, the categories are summarized in themes. Both groups are identified as target groups and potential buyers. There is an interest in the product Shaftmodule is offering, however, the respondents are not yet sufficiently educated about it. Finally, a marketing approach through online and offline channels is presented, including a revision of Shaftmodule’s website.

Date of Award	26 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)