Seventh International Conference on Construction in the 21 st Century (CITC-VII) “Challenges in Innovation, Integration and Collaboration in Construction & Engineering” December 19-21, 2013, Bangkok, Thailand Need of Marketing Strategies for the Winning Construction Company Rizwan U. Farooqui Professor, NED University of Engineering & Technology, Karachi, Pakistan rizulhak@neduet.edu.pk Raja Shahmir Nizam Research Scholar, NED University of Engg. & Tech, Karachi, Pakistan Raj_mir@hotmail.com Abstract Marketing departments and strategies are prevalent tools that can be found in almost every successful company and industry, but considered a rarity amidst the construction industry. The aim of this paper is to provide current and factual reasons for the small role that marketing strategies and strategic plans are playing in the majority of companies within the construction industry. Few questions that need to be addressed are “Do construction contractors feel they need marketing?”, “Are they currently employing any marketing strategies?” etc. In order to answer these questions a questionnaire survey was conducted from the US Contractors. It is attested by the results of the survey that a majority of construction companies and firms believe they can take advantage by reinvesting in their businesses through marketing. It is important to understand and categorize the marketing strategies employed by construction firm in contrast to the general manufacturing or services marketing methods which need serious customization to cater the needs of construction industry. Ultimately, by foreseeing and understanding the advantages of possessing a marketing department and strategic plan in the construction industry, a company or firm (of any size) can have a leg up on its competition. The paper first discusses the importance of Construction Industry and its relationship with the U.S. economy. Next, a discussion is made on the need of development of marketing strategy for the construction industry. Then results of the survey are presented that concieve logical and reasonable solutions to the problems that are faced by the construction industry. Keywords Marketing Strategies, Construction Industry, Strategic Management, Competitive Advantage 1. Introduction The construction industry is one of the largest industries in the United States and continues to hold the rank of the largest single production industry in the American economy. The construction industry is renowned for the vast number of people that it employs. According to the Department of Labor in 2013 the construction industry directly employed about 4.9 million people, which makes it the second biggest employer in the U.S. (the largest employer in the U.S is the Federal Government which provides jobs for: law enforcement, branches of the military, IRS, Army Corp of Engineers, etc.). 1.1. Relationship of Construction Industry with the U.S. Economy