MARKETING OF INDUSTRIAL AND WAREHOUSE DEVELOPMENTS (IN A DOWNTURN ECONOMY)

Abstract

The oversupply of industrial and warehouse developments since the late 1983 has forced public and private developers to re-examine their marketing strategies. The marketing function adopted in a glut is basically remarketing of factory and warehouse space. More aggressive marketing strategies are adopted by the developers of both sectors in the bid to increase the market demand for such developments. In these strategies, the four P's namely, Product, Price, Place and Promotion are constantly reviewed and improved upon to obtain the optimum marketing mix. In this dissertation, various solutions are presented to solve the problems encountered by the developers in both sectors while implementing their marketing strategies. Suggestions are also made as to how the market for industrial and warehouse developments may be increased.