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荷兰留学生课程作业 competitive Marketing Strategy As(3)

时间:2010-09-22 19:54来源:荷兰Assignment代写 作者:代写留学作业 点击:
Althought herei s continuingp olarisatiown ithint he sectoro f companiess upplyingth e planta nd tool hire markets,t he traditionawl ays of classifyingth e hiringo f toolsa nd equipmenta re merging.F

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Althought herei s continuingp olarisatiown ithint he sectoro f companiess upplyingth e
planta nd tool hire markets,t he traditionawl ays of classifyingth e hiringo f toolsa nd
equipmenta re merging.F or many items,s uch as mini-excavatoras nd accessp latforms,
there is a degree of overlap between the two markets. Although the market is serviced by
an arrayo f differents izeda nd, usually,p roduct-specificco mpanies,t here is an
increasingd egreeo f blendingb etweent he sectors.F or example,t ool hire companiesa re
becomingm orei nvolvedin the supplyo f non-operateedq uipmente, .g.e quipmenwt hich
does not requires pecialisto perators.T his is illustratedin Diagram1 .
Page 6
Diagram 1: Blurring of Markets for the Hire of Plant, Tools & Equipment
SourceS. peedyH ire
Thec ross-oveorf productsb etweenc ompanietsh atw eret raditionalvlyie weda s eithera
planth ireo r a toolh irec ompanya, ccompaniebdy thec ustomer'csh anginga pproachto
a chosens ervicep roviderh, asr esultedin a blurringo f thet wot raditionaml arketsl.t is
arguedth ati n realityth erei s onlyo nem arkett,h e UK hirem arketw, itha n estimatedto tal
markets izeo f f4.3bn.
Page 7
Market Size
Key Notee stimatest hat the total UK marketf or plant,t ool and accessh irew as worth
f7.63bn in 2006.T hisf igurew as derivedf roma n analysiso f the t4.3bn turnovero f 1,152
companiese ngagedi n 'rentingo f constructioann d civile ngineeringm achinerya nd
equipmenta' nd the f9bn turnovero f 1,593c ompaniese ngagedi n 'rentingo f construction
and demolitione quipmentw ith operator'T. he latterf igureu ndoubtedlyc ontainsa high
proportiono f revenuesf rom activitieso thert han the rentingo f equipmentt o thirdp arties,
such as constructiona nd demolitions ervices,a nd it is a moot pointa s to wheret he
boundary should be drawn. Key Note decided on a figure of [3bn. The t4.3bn figure
again includesa ctivitiesb eyondt he scopeo f this research,b ut rentali s also undertaken
by firmso utsidet he mainstreamin dustry,a nd Key Noteb elievest hat these two
adjustmentsa re simifara nd cancelo ut. Key Note has addedt 0.33bn to the totalt o cover
scaffoldingre ntalb y specialisfti rms.T his figurer epresentsth e proportiono f scaffolding
rental that was not already included in the total for plant and tool hire.
The finala djustedv aluei s considerablhy ighert hant hatp ublishedb y manyo ther
sources, which may be explained by the wider scope of Key Notes's analysis.
Source: Key Note Ltd, 2007
Tabfe 1: UK Market for Plant, Tool & Access Hire at Current Prices (fm), 2002-2006
2002 2003 2004 2005
Plant hire 4,329 4,485 4,628 4,953 TI9
Tool hire 1, 254 1 , 2 7 8 1 , 3 1 9 1, 362 1 , 4 1
Scaffolding
and accessplatform
hire
790 820 860 848 908
Total 6,373 6,583 6,807 7,163 7,
% change


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