Industrialised, Integrated, Intelligent sustainable Construction - I3con

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SUSTAINABLE CONSTRUCTION HANDBOOK 2 and development to improve and maintain their competitiveness as well as protect their new technology and advancement from being imitated. 28 Case Studies and Examples of Competitive Advantages in Construction and other industries The following are some case studies and examples of innovative ideas that helped companies in construction and other industries to competitive. (1) The Portakabin Group The Portakabin Group is part of one of the leading private family owned businesses in the UK. It is involved in the hire and sale of interim and permanent accommodation. Portakabin has achieved competitive advantage through innovative product development. 30% of its sales revenue is generated by products that have been launched or re-launched in the last three years. Portakabin Limited, an important Group member, specialises in producing modular buildings, operating 45 hire centres across the UK, employing over 1,300 people and increasingly developing European operations. Buildings are manufactured and fitted out in a factory environment, while foundations are prepared on-site. The customer's modules are taken to the site, craned into position and linked together, see Figure 6. Architectural features such as lifts, stair towers or cladding are added on-site. In terms of market positioning, Portakabin is located at the top end of the market with quality products and premium pricing reflecting high value for money. Portakabin operates in an extremely competitive market with 20 major international competitors in addition to local rivals. Portakabin is the market leader with 15.4% of the overall UK market. In Europe, Portakabin has 3% of the market and competes with the world's biggest provider GE Capital, as well as major continental companies such as the French company Algeco - the European market leader. The UK market is mature, so growth is challenging to achieve. However, Portakabin must Figure 6. Craned Modules protect and build its UK market leadership and this need, coupled with a concern for customers, drives its current exciting new product and service development strategy. Portakabin's commitment to its customers is summed up in its charter, which includes: • answering calls within four rings • a response to enquiries within 24 hours • the building to be provided to the agreed contract sum • giving a rectification response within 48 hours • including customers in a customer care programme. In addition, if their building is not delivered on time Hire customers will receive a week's free hire for every day the building is late, up to a maximum of four weeks, whereas Sales customers will receive an additional six months warranty on their buildings (The Times 100, 2009). At the three different aspects of sustainability, Portakabin utilized innovation capabilities to be competitive. • Firstly, at the economic aspect, Portakabin delivers projects on time and within budget, reduces project duration by 50% though using modular building methods and increases product quality through close quality control of the entire construction process.
HANDBOOK 2 SUSTAINABLE CONSTRUCTION • Secondly, at the environmental aspect, the company achieved better building performance through manufacturing buildings to very tight tolerances, using cutting edge software to ensure that every building produced has carbon emission rates which will either meet or exceed the requirements of Building Regulations. Exceeding Building Regulations relating to air permeability requirements by 70% which resulting in exceptional energy efficiency performance for reduced energy consumption. Furthermore, the company increased its competitiveness through using Ozone friendly materials, recycling materials and reducing noise and pollution as well as waste. • Finally, at the Social aspect, through factory-based construction Portakabin offers an intrinsically safer working environment than a traditional construction site (Portakabin, 2009). (2) Cemex As one of the top building materials companies in the world, Cemex works to provide high quality and reliable service to customers and communities around the world. It advances the well-being of those it serves through continuous effort to pursue innovative industry solutions and efficiency advancements and to promote a sustainable future. The company continuously works to increase its competitiveness through innovation and sustainability. To achieve long-term sustainable growth, Cemex improves its operational excellence and efficiency, follows high ethical standards, and offers innovative products and services for a sustainable, energy-efficient construction industry. The company is committed to ensuring good corporate governance, providing a safe, healthy, and fair workplace for its employees, seeking ways to reduce the environmental impact of its operations and products, and bringing about positive change in our society, see Figure 7. Figure 7. Smart idea to advertise a fast drying concrete in Germany (Notcot, 2009) (3) Dell Computers Corp. Dell was founded in 1984 by Michael Dell. Dell has a broad product development scope, ranging from home PCs to products for businesses such as notebooks, network servers and workstations. The market for PCs targeted for all ages such as kids, teenagers, corporate and institutional customers. The company was based on a simple concept that Dell could best understand customers' needs and efficiently provide the most effective computing solutions. The key components of its strategies are quickmoving, direct distribution channels and build to order, customization concept. As far as this particular strategy plan is concerned, Dell will develop and provide various choices for different customers to cater their needs and satisfactions, the strategies of Dell computer corporation. Dell has a number of distinctive competences. Dell was the first PC manufacturer to cut out the middleman and sell PCs direct. The strategy of Dell is using direct sales as the channel of distribution. Dell achieves its competitve advantage through its ability to bring to the market the computer system that is desired by the customer at the most competitive price. Its superior design attracted many consumers and also other competitive rivals like IBM, Compaq and Hewlett Packard. As a result, Dell reduces customers' prices by avoiding expenditures associated with the retail channel, such as higher inventory carrying costs, obsolescence associated with technology products, and retail mark-ups. Dell believes the most efficient path to the customer is through a direct relationship. However, the company is probably as well known for its innovative business model as it is for its products. Direct 29
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Industrialised, Integrated, Intelligent sustainable Construction - I3con

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