How well an indicator is doing in relation to its competitors can be defined as a company's market share. Simply speaking, market share is a comparison between the total sales of a company and the sales of that industry, usually in a specific region or area, over a period. The reality is that people are easily influenced by popularity. The more market share a company has, the greater the possibility they will grow fast and make more revenue without much effort.
This project researches how a quite new excavation company, A&D Earthworks Limited, located in Hamilton, can improve its clientele market through its growing period. The company, which has been established for one and a half years, consists of 8 employees and 2 directors. The main purpose of this research is to investigate how to improve key customer satisfaction. In order to investigate this area, the study will look at which advertising methods are suitable for a small and new excavation company; an internal and external analysis will be carried out; it will look into the business culture and what people need to learn from it; it will also investigate how to build up a brand image and the importance of competitor analysis.
As part of the research process, qualitative research analysis was carried out. In order to gather primary data, interviews were conducted with 6 competitors. Then, combined with the research results and literature review, a comprehensive discussion of the purpose is clarified.
Some practical recommendations according to the real situation have been put forward for A&D Company. Social media, signs and billboards, business cards and a brochure need to be implemented in order to improve customer satisfaction. For branding image, a reliable, positive and principled impression should be set before the public, a logo design and slogan need to be designed as well. In this way, A&D Company would be able to identify their competitive advantage within the market.