Al-Ayuni Investment & Contracting Company (AICC) Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Introduction

The company Al-Ayuni started its operations in the early 1960’s as a sub-contractor in Saudi Arabia and later on reached the level of proper contractor after getting license for general construction in the year 1972. The company started operations for road constructions, but evolved immensely with the passage of time and made a good reputation for itself in the country. This image of the company led towards achieving some major contracts and gave the company a boost that included contracts from two different ministries that involved the ministry of communication and rural affairs in the year 1976.

The major contributors towards gaining a better and positive image and well-reputed name of the country are the basic values of the company that are very strong. Besides that, the company also has a firm focus towards business ethics and has been highly successful as portrayed by their professional results. Initially the company operated in civil and road construction, but later on due to the commitment shown by professional and specialized staff, the company expanded and entered in various different sectors which were managed professionally by the company.

Currently the company is graded as a first class contractor in Saudi Arabia and operates in around 11 different sectors that involve construction of railway, highway and building, equipment provider, information technology, education sector, marble and mining, precast concreting, real estate development, water works, vehicle services, gas and energy sector, and manpower services.

Create long-term loyalty relationships

The product that is being discussed in the paper is the new department within the corporate of Al-Ayuni Contracting Company AICC. The new department is the Technical Office that is providing services to the local stores at AICC. The basic idea of the vision of TEC Office is to become the functional arm of the company where it will be responsible for the strategic, profitable, executable projects by maintaining a winning environment (Kotler, 2012).

Since being a new department for the company, AICC will have to focus on actually building and creating loyalty amongst the customers. To actually achieve this, AICC or the Technical Department will have to communicate the customers about the new product. Over here, AICC will have to send emails, letters, and flier to its existing customers about the new department. Since AICC, is a renowned company it will not have to tell the function of the business, just the information regarding the features, attributes of the new product. Over here, the basic information that needs to be communicated is that the new department will provide the tendering services to various sectors in the country which will actually help in standardizing, utilizing available resources and to accelerate them (Martins, 2000).

Along with this, to actually create loyalty amongst the customers, TEC needs to provide customer to the users. A sales support department should be introduced that needs to look upon the projects and the customers involved. This means that AICC should have an after sales service department which can look upon the service offered by (TEC). The basic idea over here for the department is to tender a project, engineer it and contract it. Along with this, to actually pull down the loyalty element it is necessary for TEC to provide compensation to the employees where they can eventually work in a competitive and healthy environment. The employees in the new department should be compensated with the industry package so that the loyalty of the employees towards the success of TEC can be achieved rather quickly. AICC should train the employees at TEC so that they can implement the actual purpose of the new department in a swift and smooth manner. This aspect of the company needs to be closely monitored because it is a fact unless you have the right team of employees, you can become a successful service, brand or a department.

Once the employees are trained as per the requirements, it is necessary for TEC to create strong brand awareness to make the customers loyal with the new service offering. In order to create brand awareness for TEC, AICC should conduct a seminar where all AICC customers should be invited. During the session, AICC should create brand awareness amongst the general clients about how the new department will help them in their future endeavors at AICC...................................

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