Abstract :
Consultancy is a major growth industry in Singapore, but local companies largely lack the ability to market themselves effectively. These consultancies recognise the need to adopt a client oriented approach to promoting their services. To ensure survival and prosperity in the changing environment, consultancies must apply marketing. It is up to each individual consultancy to plan its own marketing strategy with its own pace and style. Successful implementation of the strategy requires the support of suitable organisational structure and culture as well as information, planning and control systems. The most important factor of market orientation is the systemisation of management thinking in planning the business development well in advance. Management must be prepared to drive the whole organisation towards greater sophistication, while coping with the constraints in resources. It is this management philosophy that ultimately makes the whole difference between business growth or stagnation in an engineering consultancy
