By Jerry Yudelson,, P.E., MBA, LEED AP, Yudelson Assocs., Tucson, Ariz. -- Consulting-Specifying Engineer, 5/1/2007
Engineering firms are beginning to realize that the green building revolution is here to stay and that they should join in. In 2006, LEED-registered projects increased 50% over the previous year, and LEED-certified projects increased nearly 70%, which suggests that more firms are accumulating green building expertise with each passing year. My own projection of green building growth points to a cumulative total of 24,000 LEED-NC registered projects by the end of 2012—a six-fold increase in just six years.
There is no single competitive response to the growing green building market that is right for every design firm, because much has to do with the 4 Cs—the clarity of the company's strategic vision, the firm's capability to execute its vision, the capital available for marketing and sustainability initiatives and the character of the principals—their willingness to “walk the talk” of green engineering. Nevertheless, a conscious choice among strategies, and a clear focus on one dominant approach, is vastly preferable to having none or just improving responses to opportunities. This series describes seven good ideas for developing a marketing strategy.
The seven keys to marketing green building are a combination of two familiar principles of marketing, as shown in the STP formula (p. 30): Segment your market, target key segments and position your company, and then, use the building blocks of competitive strategy—differentiation, cost and focus—to achieve success
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