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TA B L E O F C O N T E N T S



                              Executive Summary                                                                                     2


                              Introduction to the Industry Context                                                                  4


                              The Industry Context                                                                                  6


                              Primary Strategies                                                                                  16


                              Concluding Thoughts                                                                                 18


                              Appendix                                                                                            20

                                     Survey Demographics                                                                          20




                              _________________________________________________


                                                            Strategy in the Eye of the Storm
                                                                        by Briston Blair
                                                           T 919.785.9293 | bblair@fminet.com




Copyright © 2009 FMI Corporation. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means without permission from
                                 the publisher: FMI Corporation, 5171 Glenwood Ave., Raleigh, North Carolina, 27612, 919.787.8400.
EXECUTIVE SUMMARY

Stocks have fallen, banks have failed, projects are being delayed and cancelled at an unprecedented rate,
bailouts have come – but are they enough? The headlines continue to report bad news, raising the alarm of
declining confidence and reminding us of the need to think strategically. However, once it sinks in that this
global crisis exists and is unavoidable, it is often a good idea to shut off the alarms, find a quiet corner and
contemplate how to adapt the business. In crisis, there is opportunity. Now is not the time to panic. It is time
to take advantage of a rare chance to refine your business model and develop a winning strategy for the future.


Most sectors of the construction industry are facing their most severe downturn in more than twenty-five
years. Having enjoyed an extended period of economic prosperity, many industry executives have been closely
monitoring the bell-weather indicators in order to better understand what a deep recession will mean to their
companies.


FMI launched its 2009 Construction Industry Strategy Survey in February of this year to gauge exactly how
executives of the industry’s leading firms were preparing for a rapidly changing landscape. Another critical
objective of the survey was to provide insight into the depth of strategic thinking among industry participants
and how they were positioning their businesses for both the short and long-term. The feedback provided a
comprehensive look at how construction firms are approaching strategy and preparing for a world that will
look much different in the future than it did in 2007 and 2008.


Our field of 230 survey participants was comprised of some of the most influential executives in the U.S. construc-
tion industry. We benefited from great participation from firms with annual revenues over $250M and had good
representation from general contractors, construction managers, large specialty trade and heavy civil contractors.


What were some of our more interesting findings?


I Participants are analyzing their macro-climate, customers and markets, competitors and their own
   companies with varying degrees of rigor…
I Many firms do not feel adequately prepared for the uncertainty that lies ahead…
I Firms in the middle market, especially with annual revenues from $500M – $999M, are anticipating the
   most uncertainty and are the least prepared…
I The lack of in-depth planning is preventing some firms from developing a strategy that aligns with the
   shifting industry context (a more detailed explanation is provided later in this report).


It is clear that the world is changing, and participants in this year’s survey were asked to rate just how much
the competitive environment had intensified over the last twelve months. The questions were structured using
Michael Porter’s seminal work on the competitive dynamics that shape an industry. As you can see, the forces
at work in the construction industry1 have dramatically shifted.




                                                         2
EXHIBIT 1                  Porter’s Five Forces Model


           Threat of                  Bargaining Power               Threat of Substitute             Bargaining Power           Competitive
         New Entrants:                  of Suppliers:                Products / Services:                of Buyers:                Rivalry

         Decreasing...                   Decreasing...                   Increasing...                     Increasing...         Increasing...




                             One Year Ago                                                                            Today

                                                                                                                     Threat
                                    Threat                                                                           of New
                                    of New                                                                          Entrants
                                   Entrants




                                                                                     Bargaining                                       Bargaining
           Bargaining                                  Bargaining                     Power of                     Competitive         Power of
                                 Competitive            Power of                      Suppliers                      Rivalry
            Power of                                                                                                                    Buyers
                                   Rivalry               Buyers
            Suppliers




                                  Threat of
                                  Substitute                                                                        Threat of
                                  Products                                                                          Substitute
                                                                                                                    Products




                                                                               Key

       Threat of                       Bargaining Power                 Threat of                           Bargaining Power      Competitive
       New Entrants =                  of Suppliers =                   Substitute                          of Buyers =           Rivalry =
       Attractiveness or               Ability of                       Products =                          Ability of            Ferocity of
       incentive for new               contractors to                   Availability of                     customers to          competition.
       competitors to                  put pressure                     alternative suppliers               put pressure
       enter the industry.             on customers.                    of construction services.           on contractors.




 The changing dynamic between contractors, competitors and customers is the most stark indicator (i.e. the middle
 band), signaling the waning of the previous market expansion and suggesting that a new modus operandi will be
 required to remain viable going forward.


 Drastic change in the competitive environment breeds uncertainty for every company and this year’s survey attempted
 to find out the degree of uncertainty firms were anticipating, and how deep were their levels of preparation.
 _____________________________________________________________________________________
 1
     "How Competitive Forces Shape Strategy" Harvard Business Review 57, March - April 1979, pages 86-93




                                                                                 3
EXHIBIT 2                                    Preparing for Uncertainty (By Annual Revenue)



                                                                                                 $100–249M
                                                                   $500–999M
                        Anticipated Level of Uncertainty



                                                                                         $250–499M
                                                                         Less than $100M




                                                                                                                 Greater than $1B

                                                           Depth of Preparation & Analysis


         The findings suggest that while most companies anticipate a high degree of future uncertainty, they have not
         adapted the way they develop strategy. As uncertainty increases, so too should the level of preparation and
         depth of analysis that is used to determine a go-forward direction. This theme resonates throughout the survey
         findings and indicates that far too many contractors have yet to adapt to the changing context.


         INTRODUCTION TO THE INDUSTRY CONTEXT
         When there is a significant shift in the industry context, firms must adapt their strategies to remain viable. At this point
         in our description of the survey results, FMI would like to take the opportunity to define what we mean when we
         refer to the ‘industry context’ and why a detailed understanding of this context is critical to strategy development.

         The industry context in which your firm operates is defined by the macro-climate, your customers and markets,
         your competitors, as well as the capabilities, constraints and value drivers of your own company.



                        EXHIBIT 3                                      The Industry Context Defined

                                                                                                  Key Contextual Factors to Analyze…
                                                                                                          “Climate”, e.g.,
                                                                                                           Regulatory changes?
                                                                         “Climate”                         Economic trends?
                                                                                                           Surety markets?
                                                                                                          Customers/Markets, e.g.,
                                                                                                           Market trends/dynamics?
                               Customers / Markets                                     Competitors         Customer actions/trends?
                                                                                                           Unmet customer needs?
                                                                                                          Competitors, e.g.,
                                                                                                           Strategies?
                                                                          Company                          Bidding practices?
                                                                                                           Capabilities/constraints?
                                                                                                          Company, e.g.,
                                                                                                           Relevance of historical strategy?
                                                                                                           Capabilities/constraints?



                                                                                             4
                                                                                             2
FMI Management Consulting
EXHIBIT 4           Industry Context Drives Strategy

                 Successful firms build                Performance problems emerge
               their strategies to reflect               when context changes but
                       the context                           strategy does not

                       STRATEGY                                OLD STRATEGY




                        CONTEXT                                                NEW CONTEXT




Understanding that the context was only beginning to change in early 2009, we asked our participants several
questions to reveal the challenges they were facing in developing their strategy. The results fell into four primary
categories, but the shifting industry context was the main impetus driving companies to revisit their current strategy.


The key findings from this year’s survey are organized to align with the components of the industry context.
This methodology provides insight into how firms are assessing all of these factors and what resultant primary
strategies are being developed to prepare for challenging times ahead in the construction industry.




                       EXHIBIT 5           Strategy Drivers


                        “Change the Game”


                                    Growth


                              Differentation


                            Shifting Context

                                               0%     10%         20%         30%        40%




                                                           5
                                                           2
                                                                                             2009 Construction Industry Strategy Survey
SURVEY FINDINGS – THE INDUSTRY CONTEXT
         The “Climate”
         We surveyed industry executives to get their thoughts on what was happening in the broader economic environment.
         Their feedback was incredibly informative and a few highlights are noted below:


         I Over 50 percent felt that the most likely economic scenario facing the industry was one we called “On Edge,”
           which referred to the possibility of slow growth in a few sectors while others languish. Only 14% anticipate a
                near-term recovery of any sort.




                         EXHIBIT 6                  What is the most likely scenario for non-residential
                                                    construction over the next 12–24 months?


                                                                                     Markets
                                                                                     Reopen
                                                                                       and
                                                                                     Recover




                                                                    On Edge                        Steady Recovery

                                                                 Slow growth in                      Growth slowly
                                                               some sectors while                      returns to
                                                                 others languish                     many sectors

                               Severe                                 53%                                  14%                            Moderate
                            Construction                                                                                                 Construction
                              Industry                                                                                                     Industry
                             Recession                                                                                                    Recession
                                                                 Into the Red                           Long Chill

                                                                 Sudden, sharp                      Protracted, steady
                                                                   declines in                         declines in
                                                                  most sectors                        most sectors

                                                                       4%                                  28%



                                                                                    Markets
                                                                                     Remain
                                                                                   Volatile and
                                                                                     Wither




         I 91 percent expect increased uncertainty, but opinions differ as to whether the chosen potential scenarios
           may come to fruition. 53 percent are anticipating a range of possible futures, but are unsure as to the ultimate
           outcome 2.

         2
             Source of framework: “20/20 Foresight: Crafting Strategy in an Uncertain World.” Hugh Courtney. Harvard Business School Press.


                                                                                          6
                                                                                          2
FMI Management Consulting
A


    B
                     EXHIBIT 7          How would you describe the level of uncertainty
    C                                   for which you are preparing?




                                                                    Level 4: True Uncertainty
                                                               Not even an anticipated range of       4%
                                                                   possible future outcomes




A
                                                                    Level 3: Range of Futures
                                                                 Wider range of possible future     53%
B                                                            outcomes, unsure of ultimate outcome

C

                                          A
                                          A
                                                                Level 2: Alternative Futures
                                          B
                                                                     Limited set of outcomes,       38%
                                          B
                                          C                           of which one will occur
                                          C



                                                               Level 1: Clear Enough Future
                                                                    Singular view of the future,      5%
                                                                     certain of what’s to come




        I With all of the initial talk surrounding the federal stimulus bill, and the early perception within the industry
          that it would provide a panacea of opportunity, the survey results surprisingly revealed how few respondents
          were formally preparing for the release of these funds. It is noteworthy that most firms with annual revenues
          over $1B were conducting detailed planning relative to stimulus funding, while the results among smaller
          companies were more diverse. Part of the hesitation is likely due to the fact that most firms now recognize the
           minimal impact the stimulus bill will have on their businesses and that at best, government intervention will
           only replace lost demand, not stimulate a building boom.




                                                                7
                                                                2
                                                                                                    2009 Construction Industry Strategy Survey
EXHIBIT 8                How are you preparing for possible government
                                       stimulus measures?

                                                   Unsure

                                      No preparation
                  (Unlikely to directly help our firm)
                                         No preparation
                                         (Wait-and-see)

                        Informal internal discussions

               Detailed planning to position the firm
                          for potential opportunities
                                                             0%     5%       10%       15%   20%    25%       30%       35% 40%            45%   50%




                            8a
                                                             Unsure                                                 All Others
                                                                                                                    $500M–$999M
                                                     No preparation                                                 >$1B
                                 (Unlikely to directly help our firm)
                                                     No preparation
                                                     (Wait-and-see)
                                      Informal internal discussions
                             Detailed planning to position the firm
                                        for potential opportunities
                                                                        0%   10%       20%    30%      40%       50%        60%      70%

                            8b
                                                             Unsure                            Heavy Civil
                                                                                               Trade Contractor
                                                     No preparation                            General Contractor/Construction Manager
                                 (Unlikely to directly help our firm)
                                                     No preparation
                                                     (Wait-and-see)
                                      Informal internal discussions
                             Detailed planning to position the firm
                                        for potential opportunities
                                                                        0%   10%       20%    30%      40%       50%        60%      70%




                                                                                   8
                                                                                   2
FMI Management Consulting
I Executives were also asked about how their firms were evaluating potential economic scenarios and
  outcomes. In terms of the four major components of the industry context, the analytical depth with which
  firms are assessing the macro-climate ranks first. 67 percent of our respondents are formally evaluating the
  macro-climate via a rigorous process.




   EXHIBIT 9              How is your firm evaluating potential economic
                          scenarios and outcomes?


                                                       Unsure

                       Not assessing our current macro
                        climate & its potential impacts

                                          Business as usual

                     Using knowledge of managers and
                                 informal networking

                            Review of leading industry
                  publications, seminars and/or events
         Comprehensive, data-driven market research
           of all economic trends, industry trends and
   regulatory changes that have an impact on the firm
                                                                   0%   5%    10%   15%      20%        25%       30%          35%   40%




           9a
                                                        Unsure                                              All Others
                                                                                                            $500M–$999M
                               Not assessing our current macro                                              >$1B
                                climate & its potential impacts

                                              Business as usual

                             Using knowledge of managers and
                                         informal networking
                                     Review of leading industry
                           publications, seminars and/or events
                   Comprehensive, data-driven market research
                     of all economic trends, industry trends and
             regulatory changes that have an impact on the firm
                                                                   0%   10%   20%   30%      40%       50%        60%      70%

           9b
                                                        Unsure                       Heavy Civil
                                                                                     Trade Contractor
                               Not assessing our current macro                       General Contractor/Construction Manager
                                climate & its potential impacts

                                              Business as usual

                             Using knowledge of managers and
                                         informal networking
                                     Review of leading industry
                           publications, seminars and/or events
                   Comprehensive, data-driven market research
                     of all economic trends, industry trends and
             regulatory changes that have an impact on the firm
                                                                   0%   10%   20%   30%      40%       50%        60%      70%




                                                                        9
                                                                        2
                                                                                                                2009 Construction Industry Strategy Survey
The Company
         We invited our participants to answer a series of questions to ascertain what impact they thought the current and
         anticipated market conditions would have on their companies. Some of the key findings are noted below:

         I Over 73 percent of participants anticipate a decrease in the size of their workforce in 2009 & 2010, while only
           11 percent anticipate any sort of increase.
         I 74 percent have increased their business development efforts in the last six months.
         I 57 percent of firms are only somewhat confident in their strategy, while 10 percent are experiencing a deeper
           lack of confidence.
         I Another ominous, and unfortunately unsurprising, signal that our respondents provided was the anticipated
           impact of the economic meltdown on their firms’ profitability in 2009 & 2010. 77 percent anticipate a
           decrease in profitability.



                    EXHIBIT 10             Given the current state of the economy, how do you
                    Expect                 expect profitability to be affected in 2009 & 2010?

                                       Unsure

                       Significantly decrease

                     Somewhat of a decrease

                                   Unchanged

                    Somewhat of an increase

                            Significant increase
                                                   0%   5%      10%       15%     20%    25%       30%       35% 40%              45%   50%




                                10a
                                                    Unsure                                                    All Others
                                                                                                              $500M–$999M
                                      Significantly decrease                                                  >$1B


                                    Somewhat of a decrease

                                                Unchanged

                                   Somewhat of an increase

                                        Significant increase
                                                               0%   10%     20%     30%        40%       50%        60%      70%

                                10b
                                                    Unsure
                                      Significantly decrease

                                    Somewhat of a decrease

                                                Unchanged

                                   Somewhat of an increase                              Heavy Civil
                                                                                        Trade Contractor
                                        Significant increase                            General Contractor/Construction Manager

                                                               0%   10%     20%     30%        40%       50%        60%      70%




                                                                            10
                                                                            2
FMI Management Consulting
I FMI also asked executives how their firms were evaluating their own internal capabilities and constraints.
  Only 56 percent of our respondents are formally evaluating their companies via a rigorous process.




    EXHIBIT 11             How is your firm evaluating its own capabilities & constraints?

                                        Unsure

                Not assessing the company’s
                 capabilities and constraints

                            Business as usual

          Using knowledge of managers and
                      informal networking
             Benchmarking our firm against
    information provided in leading industry
        publications, seminars and/or events
     Comprehensive, data-driven research of
    all the firm’s capabilities and constraints

                                                   0%         5%         10%           15%           20%          25%            30%     35%




            11a
                                                   Unsure                                                 All Others
                                                                                                          $500M–$999M
                             Not assessing the company’s                                                  >$1B
                              capabilities and constraints

                                        Business as usual

                       Using knowledge of managers and
                                   informal networking
                          Benchmarking our firm against
                 information provided in leading industry
                     publications, seminars and/or events
                 Comprehensive, data-driven research of
                all the firm’s capabilities and constraints
                                                              0%   10%         20%         30%        40%         50%          60%

            11b
                                                   Unsure                            Heavy Civil
                                                                                     Trade Contractor
                             Not assessing the company’s                             General Contractor/Construction Manager
                              capabilities and constraints

                                        Business as usual

                       Using knowledge of managers and
                                   informal networking
                          Benchmarking our firm against
                 information provided in leading industry
                     publications, seminars and/or events
                 Comprehensive, data-driven research of
                all the firm’s capabilities and constraints
                                                              0%   5%    10%     15%       20%     25%      30%     35%        40%




                                                                   11
                                                                   2
                                                                                                                    2009 Construction Industry Strategy Survey
Customers & Markets
         In uncertain times, a steady finger on the pulse of key customers and markets is essential for survival, and for
         ensuring future growth. The results of our analysis in this area range from ‘mildly surprising’ to ‘expected’ given
         the current economic malaise. A few highlights:

         I 71 percent of firms indicated that they are still able to sell on value, although it is becoming more challenging.
         I When asked about the anticipated impact on their target markets in the next 12-24 months, 67 percent
           responded that they expected a decline. A brave 20 percent projected somewhat of an improvement, but no
           one stepped out on a limb to forecast a significant improvement.
         I The question, “how have your clients’ businesses changed?,” elicited a variety of responses. While the majority
           sees their customers’ businesses changing, as evidenced by tighter financing and slowing project starts, only
           3 percent feel that their clients will experience little change in anticipated construction activity.



                 EXHIBIT 12                   How have your clients' businesses changed?

                                                                    Unsure
                    Many of our historical clients have little, or no,
                    planned projects in the next 12-18 months due
                             to dramatic changes in their business
                    Economic conditions have caused our clients to
                   cancel most of their planned projects indefinitely

                             Most clients’ financing for construction
                    projects is tighter and project starts are slowing
                            Most clients anticipate changes in their
                     construction activity, but the impact is unclear
                     Most clients will experience no change in their
                          anticipated construction activity and are
                             moving forward with planned projects
                                                                               0%         10%        20%    30%           40%         50%         60%   70%



                            12a
                                                                          Unsure                                                All Others
                                Many of our historical clients have little, or no,                                              $500M–$999M
                                planned projects in the next 12-18 months due                                                   >$1B
                                         to dramatic changes in their business
                               Economic conditions have caused our clients to
                              cancel most of their planned projects indefinitely

                                        Most clients’ financing for construction
                               projects is tighter and project starts are slowing

                                       Most clients anticipate changes in their
                                construction activity, but the impact is unclear
                                Most clients will experience no change in their
                                     anticipated construction activity and are
                                        moving forward with planned projects
                                                                                     0%   10%        20%   30%      40%       50%        60%      70%

                            12b
                                                                          Unsure                            Heavy Civil
                                                                                                            Trade Contractor
                                Many of our historical clients have little, or no,                          General Contractor/Construction Manager
                                planned projects in the next 12-18 months due
                                         to dramatic changes in their business
                               Economic conditions have caused our clients to
                              cancel most of their planned projects indefinitely

                                        Most clients’ financing for construction
                               projects is tighter and project starts are slowing

                                       Most clients anticipate changes in their
                                construction activity, but the impact is unclear
                                Most clients will experience no change in their
                                     anticipated construction activity and are
                                        moving forward with planned projects
                                                                                     0%   10%        20%   30%      40%       50%        60%      70%



                                                                                                12
                                                                                                2
FMI Management Consulting
I Survey respondents are evaluating their customers and markets, albeit to differing degrees. While some firms
  were paying close attention to this aspect of the industry context, it is noteworthy that less than 50 percent
  are engaged in any type of formal evaluation.




       EXHIBIT 13           How is your firm evaluating its customers & markets?

                                        Unsure

                    Not assessing our current
                      customers and markets

                             Business as usual

           Using knowledge of managers and
                       informal networking

                   Review of leading industry
         publications, seminars and/or events
           Comprehensive, data-driven market
        research of all markets and customers
              that have an impact on the firm
                                                  0% 5%          10% 15% 20% 25% 30% 35% 40% 45% 50%




             13a
                                              Unsure                                             All Others
                                                                                                 $500M–$999M
                            Not assessing our current                                            >$1B
                              customers and markets

                                    Business as usual

                    Using knowledge of managers and
                                informal networking
                            Review of leading industry
                  publications, seminars and/or events
                   Comprehensive, data-driven market
                research of all markets and customers
                      that have an impact on the firm
                                                         0%      10%   20%      30%         40%         50%            60%

             13b
                                              Unsure                         Heavy Civil
                                                                             Trade Contractor
                            Not assessing our current                        General Contractor/Construction Manager
                              customers and markets

                                    Business as usual

                    Using knowledge of managers and
                                informal networking
                            Review of leading industry
                  publications, seminars and/or events
                   Comprehensive, data-driven market
                research of all markets and customers
                      that have an impact on the firm
                                                         0% 5%    10% 15% 20% 25% 30% 35% 40% 45% 50%




                                                                 13
                                                                 2
                                                                                                            2009 Construction Industry Strategy Survey
Competitors
          Truly knowing your competitors, both current and up-and-comers, remains a vital aspect of strategy development.
          Information about the competition can often be difficult to obtain, but a proactive assessment and evaluation
          process prevents firms from being blind-sided and can keep a company abreast of potential gaps, or opportunities,
          in the marketplace. Some highlights:


          I 84 percent cited an increase in competition in their primary markets.
          I Lower pricing was identified by more than 80 percent as the competition’s primary response to current
            market conditions.
          I Only 30 percent have a detailed understanding of their competitors’ strategies and competitive advantages.
          I Respondents seem to be assessing their competitors less formally than other areas of the industry context.
            Only 29 percent of firms are actively evaluating and assessing the competition.




                      EXHIBIT 14          How is your firm evaluating its competition?

                                                  Unsure

                                   Not formally assessing
                                          our competition

                                        Business as usual

                        Using knowledge of managers and
                                    informal networking

                                Review of leading industry
                      publications, seminars and/or events
                      Comprehensive, data-driven market
                     research of all competitors that have
                                     an impact on the firm
                                                             0%   10%        20%   30%   40%   50%    60%    70%




Truly knowing your competitors, both
current and up-and-comers, remains a
vital aspect of strategy development.




                                                                        14
                                                                        2
 FMI Management Consulting
14a                         Unsure                                                      All Others
                                                                                                    $500M–$999M
                         Not formally assessing                                                     >$1B
                                our competition

                              Business as usual

              Using knowledge of managers and
                          informal networking
                      Review of leading industry
            publications, seminars and/or events
             Comprehensive, data-driven market
            research of all competitors that have
                            an impact on the firm
                                                    0% 10%   20%    30%   40%   50%    60% 70%         80%     90% 100%


            14b                         Unsure                                  Heavy Civil
                                                                                Trade Contractor
                                                                                General Contractor/Construction Manager
                         Not formally assessing
                                our competition

                              Business as usual

              Using knowledge of managers and
                          informal networking
                      Review of leading industry
            publications, seminars and/or events
             Comprehensive, data-driven market
            research of all competitors that have
                            an impact on the firm
                                                    0% 10%   20%    30%   40%   50%    60% 70%         80%     90% 100%




As you can see from the above survey results, having a comprehensive understanding of the industry context
is imperative to strategy development. In support of our questions about the context, we also inquired about
some primary strategies firms are developing to mitigate uncertainty, respond to competitive pressures and
ultimately chart a path toward the future.




                                                               15
                                                               2
                                                                                                             2009 Construction Industry Strategy Survey
P R I M A R Y S T R AT E G I E S
         Beyond the assessment of the industry context, we felt it important to gain an understanding of how our
         respondents thought about specific industry strategies. We asked a series of questions to understand which
         common strategies were the most prevalent both now and 3-5 years ago.


         We gave executives a few choices and had them pick the single “most common” strategy for contractors both
         today and 3-5 years ago. This question was designed to elicit responses about what our participants thought were
         general industry strategies being utilized, not necessarily their own firms’.


         The results revealed that the most common prior strategy was ‘better penetration of current markets’. ‘Geographic and
         customer/market diversification’ were also common responses. Today, our respondents feel that downsizing (more
         of a tactical response than a strategy) is the most prevalent strategy while ‘diversification of customers/markets’
         and ‘better penetration of current markets’ remain at the top of the list.



              EXHIBIT 15               What do you think is the most common strategy
                                       for contractors?

                                                  Other
                                                Unsure
                            Project execution efficiency
                                  New lines of business
                            Diversification of geography
               Diversification of customers / markets
                                            Downsizing
               Better penetration of current markets
                                  Growth by acquisition

                                                           0           5%        10%    15%   20%   25%      30%       35%

                                                               Today        3–5 Years Ago




         The results above are quite consistent with our next line of questioning, which was structured to assess how
         participants thought of their own strategy, both today and 3-5 years ago. The “How to Compete / Where to Compete”
         matrix is a simple, yet powerful means by which to assess strategy, and strategic options. The results generated in
         this year’s survey were quite compelling.


         The findings revealed that the most common strategy (past and present) is to remain focused on delivering current
         services to current customers, an approach we termed ‘same game with better execution.’ Geographic and
         customer/market diversification were also common, although less prevalent.




                                                                            16
                                                                            2
FMI Management Consulting
EXHIBIT 16                Which best describes your strategy?

              Today,                                                                                                                   More
             all firms                                                                                                            $250M–$499M
            except the                                                                                                       sized firms are adopting a
     $500M–$999M group                                                                                                      “change the game” strategy
      were increasing their                                                                                                 than any other demographic.
  strategic efforts to approach                                                                                            No $500M–$999M sized firms
         new customers                                                                                                         are currently trying to
           or markets.                                                                                                          “change the game.”




                                                   New Customers / Markets                   “Change the Game”
                              Where to Compete




             New                                 3–5 Years Ago        Today             3–5 Years Ago       Today
      Customers / Markets
                                                     31%              37%                   4%               5%


                                                 Same Game with Better Execution          New Businesses / Services

            Current                              3–5 Years Ago        Today             3–5 Years Ago       Today
      Customers / Markets
                                                     43 %             40%                   18%             17%

                                                                                                  How to Compete
            Fewer firms                                      Current                                 New                               Firms with
         greater than $1B                              Businesses / Services                 Businesses / Services                   revenues from
        are focusing on the                                                                                                   $100M–$249M were much
  “same game/better execution”                                                                                              more focused on new businesses
 strategy. Our respondents in the                                                                                          & services today than in the past.
    $500M to $999M segment                                                                                                    The $250M–$499M group
     are the most focused on                                                                                                   was much less focused on
      this strategy today vs.                                                                                                      this strategy than
          3–5 years ago.                                                                                                              in the past.




    Our readers will note that overall, participants were primarily holding onto the same strategy today as that of
    the recent past, although subtle shifts are occurring. Fewer companies are engaging in strategies characterized
    as ‘same game with better execution,’ while more are branching out into ‘new customers and markets.’ It is also
    interesting that a few more firms are looking for that ‘game changing’ idea and less are looking into starting new
    businesses or services.




                                                                                   17
                                                                                   2
                                                                                                                      2009 Construction Industry Strategy Survey
CONCLUDING THOUGHTS
         This survey marked the first time that FMI has formally polled the industry’s leading firms about their approach
         to strategy. As we have seen in the above survey results, we can only be certain of uncertainty in the near-term.
         Firms are analyzing their macro-climate, customers and markets, competitors and themselves with varying
         degrees of rigor. The findings indicate that since most contractors are not deeply assessing all aspects of the
         industry context in preparation for challenging times ahead, they find themselves holding on to the strategy
         used during the glory days of the most recent market expansion.


         However, the firms approaching strategy development with the most detailed analysis and preparation are, not
         surprisingly, the most confident that they have the right strategy for the current economic environment.




                        EXHIBIT 17                          Preparation & Confidence (By Annual Revenue)



                                                                                          $100–249M
                                                                                                      Greater than $1B
                                                                                  $250–499M
                       Confidence in Strategy




                                                               Less than $100M

                                                          $500–999M

                                                Depth of Preparation & Analysis




         As our readers will note, there appears to be a direct correlation between the depth of preparation and overall con-
         fidence in the resultant strategy. For our respondents with annual revenues in the $500M – $999M range, we were
         particularly concerned in light of their low confidence in the current strategy, their high degree of anticipated
         uncertainty (Exhibit 2) and their less detailed preparation. Based on FMI’s 50+ years in the industry, the hardest
         hit firms are usually those stuck in the middle of the market as larger firms increase competition from the top and
         smaller companies become more aggressive from the bottom.




                                                                                     18
                                                                                     2
FMI Management Consulting
The final section of this year’s survey allowed participants to provide written commentary in response to the question:
“How have the events of the last six months changed the way you think about your firm’s strategy?” The responses
ranged from A to Z, but the undertones contained within varied primarily between opportunistic and concerned,
proactive and reactive. Below, we have listed some of the more revealing comments:


I “Nobody has a clue what the future holds, so we need to be ready for anything”
I “We are looking farther away geographically…with JV firms that are local, substantial, and have experienced
  personnel to contribute”
I “We will also look at strategic growth through acquisition to enter new markets”
I “[Engaged in] Intense visioning and strategy sessions to examine all products and services offered, cost position
  and customer requirements”
I “I don’t think you do anything ‘differently’ in tough economic times; you simply do ‘better’ what you should
  already be doing”
I “I am more concerned with survival than growth”
I “Our strategy is wait-and-see while we continue to invest in training and management succession”
I “Business as usual; ‘hoping’ things will get better soon”

Unfortunately, as we learned in our previous study of business failures, contractors are not too big to fail (unlike
Bear Stearns, Fannie Mae, or Freddie Mac). At the same time, many of the successful contractors we surveyed
have been in business through many economic cycles and have done more than just survive – they have created
cultures and business models that are resilient and sustainable.


No one can doubt that the construction markets have been severely disrupted by the global financial crisis, but
the sky has not fallen. Contractors have made money in the past during similar times of uncertainty. Successful
contractors will use this time to refocus the business, examine strategic opportunities, and right-size their operations.
The latest storm will leave a world of opportunities in its wake, but the next boom is unlikely to mirror the last.
There are many possible futures facing the industry, and those firms preparing and adapting their strategies now will
be there to win big when the market recovers.




                                                                                No one can doubt that the construction
                                                                                markets have been severely disrupted by
                                                                                the global financial crisis, but the sky
                                                                                has not fallen. Contractors have made
                                                                                money in the past during similar times
                                                                                of uncertainty.




                                                           19
                                                           2
                                                                                               2009 Construction Industry Strategy Survey
APPENDIX
         Survey Demographics
         Our field of 230 survey participants was comprised of some of the most influential executives in the U.S.
         construction industry.



                   EXHIBIT 18         Results by Firm Revenue

                                                                                 Greater than $1B
                                                                 12%
                            Less than $100M
                                                29%

                                                                         15%      $500M–$999M




                            $100M–$249M         22%                 22%           $250M–$500M




                    EXHIBIT 19         Type of Work

                      Heavy Civil
                                                  9%                               General Contractor
                                                                 23%


                      Trade Contractor    30%                           5%      Construction Manager


                                                                                General Contractor &
                                                                  33%           Construction Manager




         The survey benefitted from great participation by firms with annual revenues over $250M and had good
         representation from large specialty trade contractors.



                                                            20
                                                            2
FMI Management Consulting
ABOUT FMI

Founded in 1953 by Dr. Emol A. Fails, FMI provides management consulting and investment banking
for the worldwide construction industry.

FMI delivers innovative, customized solutions to facility owners; contractors; construction materials
producers; manufacturers and suppliers of building materials and construction equipment; property
managers and developers; engineers and architects; surety companies; and industry trade associations.

FMI’s experienced professionals assist owners with the development of sourcing strategy, assessing
design and construction unit performance and support for management skill development. Services
provided to other construction industry businesses include strategy, leader and organizational
development, business development, research, mergers and acquisitions, peer groups, private equity
placement, project execution, and training.




                                        Raleigh–Headquarters
                                       5171 Glenwood Avenue
                                               Suite 200
                                           Raleigh, NC 27612
                                            P Box 31108
                                             .O.
                                           Raleigh, NC 27622
                                            T 919.787.8400
                                            F 919.785.9320


                 Denver                         Phoenix                       Tampa
             55 Madison Street             5080 N. 40th Street         5301 W. Cypress Street
                 Suite 410                     Suite 245                     Suite 201
            Denver, CO 80206               Phoenix, AZ 85018             Tampa, FL 33607
              T 303.377.4740                T 602.381.8108                T 813.636.1364
              F 303.377.3535                F 602.381.8228                F 813.636.9601



                                           www.fminet.com

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2009 Construction Industry Strategy Survey By Fmi

  • 1.
  • 2. TA B L E O F C O N T E N T S Executive Summary 2 Introduction to the Industry Context 4 The Industry Context 6 Primary Strategies 16 Concluding Thoughts 18 Appendix 20 Survey Demographics 20 _________________________________________________ Strategy in the Eye of the Storm by Briston Blair T 919.785.9293 | bblair@fminet.com Copyright © 2009 FMI Corporation. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means without permission from the publisher: FMI Corporation, 5171 Glenwood Ave., Raleigh, North Carolina, 27612, 919.787.8400.
  • 3. EXECUTIVE SUMMARY Stocks have fallen, banks have failed, projects are being delayed and cancelled at an unprecedented rate, bailouts have come – but are they enough? The headlines continue to report bad news, raising the alarm of declining confidence and reminding us of the need to think strategically. However, once it sinks in that this global crisis exists and is unavoidable, it is often a good idea to shut off the alarms, find a quiet corner and contemplate how to adapt the business. In crisis, there is opportunity. Now is not the time to panic. It is time to take advantage of a rare chance to refine your business model and develop a winning strategy for the future. Most sectors of the construction industry are facing their most severe downturn in more than twenty-five years. Having enjoyed an extended period of economic prosperity, many industry executives have been closely monitoring the bell-weather indicators in order to better understand what a deep recession will mean to their companies. FMI launched its 2009 Construction Industry Strategy Survey in February of this year to gauge exactly how executives of the industry’s leading firms were preparing for a rapidly changing landscape. Another critical objective of the survey was to provide insight into the depth of strategic thinking among industry participants and how they were positioning their businesses for both the short and long-term. The feedback provided a comprehensive look at how construction firms are approaching strategy and preparing for a world that will look much different in the future than it did in 2007 and 2008. Our field of 230 survey participants was comprised of some of the most influential executives in the U.S. construc- tion industry. We benefited from great participation from firms with annual revenues over $250M and had good representation from general contractors, construction managers, large specialty trade and heavy civil contractors. What were some of our more interesting findings? I Participants are analyzing their macro-climate, customers and markets, competitors and their own companies with varying degrees of rigor… I Many firms do not feel adequately prepared for the uncertainty that lies ahead… I Firms in the middle market, especially with annual revenues from $500M – $999M, are anticipating the most uncertainty and are the least prepared… I The lack of in-depth planning is preventing some firms from developing a strategy that aligns with the shifting industry context (a more detailed explanation is provided later in this report). It is clear that the world is changing, and participants in this year’s survey were asked to rate just how much the competitive environment had intensified over the last twelve months. The questions were structured using Michael Porter’s seminal work on the competitive dynamics that shape an industry. As you can see, the forces at work in the construction industry1 have dramatically shifted. 2
  • 4. EXHIBIT 1 Porter’s Five Forces Model Threat of Bargaining Power Threat of Substitute Bargaining Power Competitive New Entrants: of Suppliers: Products / Services: of Buyers: Rivalry Decreasing... Decreasing... Increasing... Increasing... Increasing... One Year Ago Today Threat Threat of New of New Entrants Entrants Bargaining Bargaining Bargaining Bargaining Power of Competitive Power of Competitive Power of Suppliers Rivalry Power of Buyers Rivalry Buyers Suppliers Threat of Substitute Threat of Products Substitute Products Key Threat of Bargaining Power Threat of Bargaining Power Competitive New Entrants = of Suppliers = Substitute of Buyers = Rivalry = Attractiveness or Ability of Products = Ability of Ferocity of incentive for new contractors to Availability of customers to competition. competitors to put pressure alternative suppliers put pressure enter the industry. on customers. of construction services. on contractors. The changing dynamic between contractors, competitors and customers is the most stark indicator (i.e. the middle band), signaling the waning of the previous market expansion and suggesting that a new modus operandi will be required to remain viable going forward. Drastic change in the competitive environment breeds uncertainty for every company and this year’s survey attempted to find out the degree of uncertainty firms were anticipating, and how deep were their levels of preparation. _____________________________________________________________________________________ 1 "How Competitive Forces Shape Strategy" Harvard Business Review 57, March - April 1979, pages 86-93 3
  • 5. EXHIBIT 2 Preparing for Uncertainty (By Annual Revenue) $100–249M $500–999M Anticipated Level of Uncertainty $250–499M Less than $100M Greater than $1B Depth of Preparation & Analysis The findings suggest that while most companies anticipate a high degree of future uncertainty, they have not adapted the way they develop strategy. As uncertainty increases, so too should the level of preparation and depth of analysis that is used to determine a go-forward direction. This theme resonates throughout the survey findings and indicates that far too many contractors have yet to adapt to the changing context. INTRODUCTION TO THE INDUSTRY CONTEXT When there is a significant shift in the industry context, firms must adapt their strategies to remain viable. At this point in our description of the survey results, FMI would like to take the opportunity to define what we mean when we refer to the ‘industry context’ and why a detailed understanding of this context is critical to strategy development. The industry context in which your firm operates is defined by the macro-climate, your customers and markets, your competitors, as well as the capabilities, constraints and value drivers of your own company. EXHIBIT 3 The Industry Context Defined Key Contextual Factors to Analyze… “Climate”, e.g., Regulatory changes? “Climate” Economic trends? Surety markets? Customers/Markets, e.g., Market trends/dynamics? Customers / Markets Competitors Customer actions/trends? Unmet customer needs? Competitors, e.g., Strategies? Company Bidding practices? Capabilities/constraints? Company, e.g., Relevance of historical strategy? Capabilities/constraints? 4 2 FMI Management Consulting
  • 6. EXHIBIT 4 Industry Context Drives Strategy Successful firms build Performance problems emerge their strategies to reflect when context changes but the context strategy does not STRATEGY OLD STRATEGY CONTEXT NEW CONTEXT Understanding that the context was only beginning to change in early 2009, we asked our participants several questions to reveal the challenges they were facing in developing their strategy. The results fell into four primary categories, but the shifting industry context was the main impetus driving companies to revisit their current strategy. The key findings from this year’s survey are organized to align with the components of the industry context. This methodology provides insight into how firms are assessing all of these factors and what resultant primary strategies are being developed to prepare for challenging times ahead in the construction industry. EXHIBIT 5 Strategy Drivers “Change the Game” Growth Differentation Shifting Context 0% 10% 20% 30% 40% 5 2 2009 Construction Industry Strategy Survey
  • 7. SURVEY FINDINGS – THE INDUSTRY CONTEXT The “Climate” We surveyed industry executives to get their thoughts on what was happening in the broader economic environment. Their feedback was incredibly informative and a few highlights are noted below: I Over 50 percent felt that the most likely economic scenario facing the industry was one we called “On Edge,” which referred to the possibility of slow growth in a few sectors while others languish. Only 14% anticipate a near-term recovery of any sort. EXHIBIT 6 What is the most likely scenario for non-residential construction over the next 12–24 months? Markets Reopen and Recover On Edge Steady Recovery Slow growth in Growth slowly some sectors while returns to others languish many sectors Severe 53% 14% Moderate Construction Construction Industry Industry Recession Recession Into the Red Long Chill Sudden, sharp Protracted, steady declines in declines in most sectors most sectors 4% 28% Markets Remain Volatile and Wither I 91 percent expect increased uncertainty, but opinions differ as to whether the chosen potential scenarios may come to fruition. 53 percent are anticipating a range of possible futures, but are unsure as to the ultimate outcome 2. 2 Source of framework: “20/20 Foresight: Crafting Strategy in an Uncertain World.” Hugh Courtney. Harvard Business School Press. 6 2 FMI Management Consulting
  • 8. A B EXHIBIT 7 How would you describe the level of uncertainty C for which you are preparing? Level 4: True Uncertainty Not even an anticipated range of 4% possible future outcomes A Level 3: Range of Futures Wider range of possible future 53% B outcomes, unsure of ultimate outcome C A A Level 2: Alternative Futures B Limited set of outcomes, 38% B C of which one will occur C Level 1: Clear Enough Future Singular view of the future, 5% certain of what’s to come I With all of the initial talk surrounding the federal stimulus bill, and the early perception within the industry that it would provide a panacea of opportunity, the survey results surprisingly revealed how few respondents were formally preparing for the release of these funds. It is noteworthy that most firms with annual revenues over $1B were conducting detailed planning relative to stimulus funding, while the results among smaller companies were more diverse. Part of the hesitation is likely due to the fact that most firms now recognize the minimal impact the stimulus bill will have on their businesses and that at best, government intervention will only replace lost demand, not stimulate a building boom. 7 2 2009 Construction Industry Strategy Survey
  • 9. EXHIBIT 8 How are you preparing for possible government stimulus measures? Unsure No preparation (Unlikely to directly help our firm) No preparation (Wait-and-see) Informal internal discussions Detailed planning to position the firm for potential opportunities 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 8a Unsure All Others $500M–$999M No preparation >$1B (Unlikely to directly help our firm) No preparation (Wait-and-see) Informal internal discussions Detailed planning to position the firm for potential opportunities 0% 10% 20% 30% 40% 50% 60% 70% 8b Unsure Heavy Civil Trade Contractor No preparation General Contractor/Construction Manager (Unlikely to directly help our firm) No preparation (Wait-and-see) Informal internal discussions Detailed planning to position the firm for potential opportunities 0% 10% 20% 30% 40% 50% 60% 70% 8 2 FMI Management Consulting
  • 10. I Executives were also asked about how their firms were evaluating potential economic scenarios and outcomes. In terms of the four major components of the industry context, the analytical depth with which firms are assessing the macro-climate ranks first. 67 percent of our respondents are formally evaluating the macro-climate via a rigorous process. EXHIBIT 9 How is your firm evaluating potential economic scenarios and outcomes? Unsure Not assessing our current macro climate & its potential impacts Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all economic trends, industry trends and regulatory changes that have an impact on the firm 0% 5% 10% 15% 20% 25% 30% 35% 40% 9a Unsure All Others $500M–$999M Not assessing our current macro >$1B climate & its potential impacts Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all economic trends, industry trends and regulatory changes that have an impact on the firm 0% 10% 20% 30% 40% 50% 60% 70% 9b Unsure Heavy Civil Trade Contractor Not assessing our current macro General Contractor/Construction Manager climate & its potential impacts Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all economic trends, industry trends and regulatory changes that have an impact on the firm 0% 10% 20% 30% 40% 50% 60% 70% 9 2 2009 Construction Industry Strategy Survey
  • 11. The Company We invited our participants to answer a series of questions to ascertain what impact they thought the current and anticipated market conditions would have on their companies. Some of the key findings are noted below: I Over 73 percent of participants anticipate a decrease in the size of their workforce in 2009 & 2010, while only 11 percent anticipate any sort of increase. I 74 percent have increased their business development efforts in the last six months. I 57 percent of firms are only somewhat confident in their strategy, while 10 percent are experiencing a deeper lack of confidence. I Another ominous, and unfortunately unsurprising, signal that our respondents provided was the anticipated impact of the economic meltdown on their firms’ profitability in 2009 & 2010. 77 percent anticipate a decrease in profitability. EXHIBIT 10 Given the current state of the economy, how do you Expect expect profitability to be affected in 2009 & 2010? Unsure Significantly decrease Somewhat of a decrease Unchanged Somewhat of an increase Significant increase 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 10a Unsure All Others $500M–$999M Significantly decrease >$1B Somewhat of a decrease Unchanged Somewhat of an increase Significant increase 0% 10% 20% 30% 40% 50% 60% 70% 10b Unsure Significantly decrease Somewhat of a decrease Unchanged Somewhat of an increase Heavy Civil Trade Contractor Significant increase General Contractor/Construction Manager 0% 10% 20% 30% 40% 50% 60% 70% 10 2 FMI Management Consulting
  • 12. I FMI also asked executives how their firms were evaluating their own internal capabilities and constraints. Only 56 percent of our respondents are formally evaluating their companies via a rigorous process. EXHIBIT 11 How is your firm evaluating its own capabilities & constraints? Unsure Not assessing the company’s capabilities and constraints Business as usual Using knowledge of managers and informal networking Benchmarking our firm against information provided in leading industry publications, seminars and/or events Comprehensive, data-driven research of all the firm’s capabilities and constraints 0% 5% 10% 15% 20% 25% 30% 35% 11a Unsure All Others $500M–$999M Not assessing the company’s >$1B capabilities and constraints Business as usual Using knowledge of managers and informal networking Benchmarking our firm against information provided in leading industry publications, seminars and/or events Comprehensive, data-driven research of all the firm’s capabilities and constraints 0% 10% 20% 30% 40% 50% 60% 11b Unsure Heavy Civil Trade Contractor Not assessing the company’s General Contractor/Construction Manager capabilities and constraints Business as usual Using knowledge of managers and informal networking Benchmarking our firm against information provided in leading industry publications, seminars and/or events Comprehensive, data-driven research of all the firm’s capabilities and constraints 0% 5% 10% 15% 20% 25% 30% 35% 40% 11 2 2009 Construction Industry Strategy Survey
  • 13. Customers & Markets In uncertain times, a steady finger on the pulse of key customers and markets is essential for survival, and for ensuring future growth. The results of our analysis in this area range from ‘mildly surprising’ to ‘expected’ given the current economic malaise. A few highlights: I 71 percent of firms indicated that they are still able to sell on value, although it is becoming more challenging. I When asked about the anticipated impact on their target markets in the next 12-24 months, 67 percent responded that they expected a decline. A brave 20 percent projected somewhat of an improvement, but no one stepped out on a limb to forecast a significant improvement. I The question, “how have your clients’ businesses changed?,” elicited a variety of responses. While the majority sees their customers’ businesses changing, as evidenced by tighter financing and slowing project starts, only 3 percent feel that their clients will experience little change in anticipated construction activity. EXHIBIT 12 How have your clients' businesses changed? Unsure Many of our historical clients have little, or no, planned projects in the next 12-18 months due to dramatic changes in their business Economic conditions have caused our clients to cancel most of their planned projects indefinitely Most clients’ financing for construction projects is tighter and project starts are slowing Most clients anticipate changes in their construction activity, but the impact is unclear Most clients will experience no change in their anticipated construction activity and are moving forward with planned projects 0% 10% 20% 30% 40% 50% 60% 70% 12a Unsure All Others Many of our historical clients have little, or no, $500M–$999M planned projects in the next 12-18 months due >$1B to dramatic changes in their business Economic conditions have caused our clients to cancel most of their planned projects indefinitely Most clients’ financing for construction projects is tighter and project starts are slowing Most clients anticipate changes in their construction activity, but the impact is unclear Most clients will experience no change in their anticipated construction activity and are moving forward with planned projects 0% 10% 20% 30% 40% 50% 60% 70% 12b Unsure Heavy Civil Trade Contractor Many of our historical clients have little, or no, General Contractor/Construction Manager planned projects in the next 12-18 months due to dramatic changes in their business Economic conditions have caused our clients to cancel most of their planned projects indefinitely Most clients’ financing for construction projects is tighter and project starts are slowing Most clients anticipate changes in their construction activity, but the impact is unclear Most clients will experience no change in their anticipated construction activity and are moving forward with planned projects 0% 10% 20% 30% 40% 50% 60% 70% 12 2 FMI Management Consulting
  • 14. I Survey respondents are evaluating their customers and markets, albeit to differing degrees. While some firms were paying close attention to this aspect of the industry context, it is noteworthy that less than 50 percent are engaged in any type of formal evaluation. EXHIBIT 13 How is your firm evaluating its customers & markets? Unsure Not assessing our current customers and markets Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all markets and customers that have an impact on the firm 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 13a Unsure All Others $500M–$999M Not assessing our current >$1B customers and markets Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all markets and customers that have an impact on the firm 0% 10% 20% 30% 40% 50% 60% 13b Unsure Heavy Civil Trade Contractor Not assessing our current General Contractor/Construction Manager customers and markets Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all markets and customers that have an impact on the firm 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 13 2 2009 Construction Industry Strategy Survey
  • 15. Competitors Truly knowing your competitors, both current and up-and-comers, remains a vital aspect of strategy development. Information about the competition can often be difficult to obtain, but a proactive assessment and evaluation process prevents firms from being blind-sided and can keep a company abreast of potential gaps, or opportunities, in the marketplace. Some highlights: I 84 percent cited an increase in competition in their primary markets. I Lower pricing was identified by more than 80 percent as the competition’s primary response to current market conditions. I Only 30 percent have a detailed understanding of their competitors’ strategies and competitive advantages. I Respondents seem to be assessing their competitors less formally than other areas of the industry context. Only 29 percent of firms are actively evaluating and assessing the competition. EXHIBIT 14 How is your firm evaluating its competition? Unsure Not formally assessing our competition Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all competitors that have an impact on the firm 0% 10% 20% 30% 40% 50% 60% 70% Truly knowing your competitors, both current and up-and-comers, remains a vital aspect of strategy development. 14 2 FMI Management Consulting
  • 16. 14a Unsure All Others $500M–$999M Not formally assessing >$1B our competition Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all competitors that have an impact on the firm 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 14b Unsure Heavy Civil Trade Contractor General Contractor/Construction Manager Not formally assessing our competition Business as usual Using knowledge of managers and informal networking Review of leading industry publications, seminars and/or events Comprehensive, data-driven market research of all competitors that have an impact on the firm 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% As you can see from the above survey results, having a comprehensive understanding of the industry context is imperative to strategy development. In support of our questions about the context, we also inquired about some primary strategies firms are developing to mitigate uncertainty, respond to competitive pressures and ultimately chart a path toward the future. 15 2 2009 Construction Industry Strategy Survey
  • 17. P R I M A R Y S T R AT E G I E S Beyond the assessment of the industry context, we felt it important to gain an understanding of how our respondents thought about specific industry strategies. We asked a series of questions to understand which common strategies were the most prevalent both now and 3-5 years ago. We gave executives a few choices and had them pick the single “most common” strategy for contractors both today and 3-5 years ago. This question was designed to elicit responses about what our participants thought were general industry strategies being utilized, not necessarily their own firms’. The results revealed that the most common prior strategy was ‘better penetration of current markets’. ‘Geographic and customer/market diversification’ were also common responses. Today, our respondents feel that downsizing (more of a tactical response than a strategy) is the most prevalent strategy while ‘diversification of customers/markets’ and ‘better penetration of current markets’ remain at the top of the list. EXHIBIT 15 What do you think is the most common strategy for contractors? Other Unsure Project execution efficiency New lines of business Diversification of geography Diversification of customers / markets Downsizing Better penetration of current markets Growth by acquisition 0 5% 10% 15% 20% 25% 30% 35% Today 3–5 Years Ago The results above are quite consistent with our next line of questioning, which was structured to assess how participants thought of their own strategy, both today and 3-5 years ago. The “How to Compete / Where to Compete” matrix is a simple, yet powerful means by which to assess strategy, and strategic options. The results generated in this year’s survey were quite compelling. The findings revealed that the most common strategy (past and present) is to remain focused on delivering current services to current customers, an approach we termed ‘same game with better execution.’ Geographic and customer/market diversification were also common, although less prevalent. 16 2 FMI Management Consulting
  • 18. EXHIBIT 16 Which best describes your strategy? Today, More all firms $250M–$499M except the sized firms are adopting a $500M–$999M group “change the game” strategy were increasing their than any other demographic. strategic efforts to approach No $500M–$999M sized firms new customers are currently trying to or markets. “change the game.” New Customers / Markets “Change the Game” Where to Compete New 3–5 Years Ago Today 3–5 Years Ago Today Customers / Markets 31% 37% 4% 5% Same Game with Better Execution New Businesses / Services Current 3–5 Years Ago Today 3–5 Years Ago Today Customers / Markets 43 % 40% 18% 17% How to Compete Fewer firms Current New Firms with greater than $1B Businesses / Services Businesses / Services revenues from are focusing on the $100M–$249M were much “same game/better execution” more focused on new businesses strategy. Our respondents in the & services today than in the past. $500M to $999M segment The $250M–$499M group are the most focused on was much less focused on this strategy today vs. this strategy than 3–5 years ago. in the past. Our readers will note that overall, participants were primarily holding onto the same strategy today as that of the recent past, although subtle shifts are occurring. Fewer companies are engaging in strategies characterized as ‘same game with better execution,’ while more are branching out into ‘new customers and markets.’ It is also interesting that a few more firms are looking for that ‘game changing’ idea and less are looking into starting new businesses or services. 17 2 2009 Construction Industry Strategy Survey
  • 19. CONCLUDING THOUGHTS This survey marked the first time that FMI has formally polled the industry’s leading firms about their approach to strategy. As we have seen in the above survey results, we can only be certain of uncertainty in the near-term. Firms are analyzing their macro-climate, customers and markets, competitors and themselves with varying degrees of rigor. The findings indicate that since most contractors are not deeply assessing all aspects of the industry context in preparation for challenging times ahead, they find themselves holding on to the strategy used during the glory days of the most recent market expansion. However, the firms approaching strategy development with the most detailed analysis and preparation are, not surprisingly, the most confident that they have the right strategy for the current economic environment. EXHIBIT 17 Preparation & Confidence (By Annual Revenue) $100–249M Greater than $1B $250–499M Confidence in Strategy Less than $100M $500–999M Depth of Preparation & Analysis As our readers will note, there appears to be a direct correlation between the depth of preparation and overall con- fidence in the resultant strategy. For our respondents with annual revenues in the $500M – $999M range, we were particularly concerned in light of their low confidence in the current strategy, their high degree of anticipated uncertainty (Exhibit 2) and their less detailed preparation. Based on FMI’s 50+ years in the industry, the hardest hit firms are usually those stuck in the middle of the market as larger firms increase competition from the top and smaller companies become more aggressive from the bottom. 18 2 FMI Management Consulting
  • 20. The final section of this year’s survey allowed participants to provide written commentary in response to the question: “How have the events of the last six months changed the way you think about your firm’s strategy?” The responses ranged from A to Z, but the undertones contained within varied primarily between opportunistic and concerned, proactive and reactive. Below, we have listed some of the more revealing comments: I “Nobody has a clue what the future holds, so we need to be ready for anything” I “We are looking farther away geographically…with JV firms that are local, substantial, and have experienced personnel to contribute” I “We will also look at strategic growth through acquisition to enter new markets” I “[Engaged in] Intense visioning and strategy sessions to examine all products and services offered, cost position and customer requirements” I “I don’t think you do anything ‘differently’ in tough economic times; you simply do ‘better’ what you should already be doing” I “I am more concerned with survival than growth” I “Our strategy is wait-and-see while we continue to invest in training and management succession” I “Business as usual; ‘hoping’ things will get better soon” Unfortunately, as we learned in our previous study of business failures, contractors are not too big to fail (unlike Bear Stearns, Fannie Mae, or Freddie Mac). At the same time, many of the successful contractors we surveyed have been in business through many economic cycles and have done more than just survive – they have created cultures and business models that are resilient and sustainable. No one can doubt that the construction markets have been severely disrupted by the global financial crisis, but the sky has not fallen. Contractors have made money in the past during similar times of uncertainty. Successful contractors will use this time to refocus the business, examine strategic opportunities, and right-size their operations. The latest storm will leave a world of opportunities in its wake, but the next boom is unlikely to mirror the last. There are many possible futures facing the industry, and those firms preparing and adapting their strategies now will be there to win big when the market recovers. No one can doubt that the construction markets have been severely disrupted by the global financial crisis, but the sky has not fallen. Contractors have made money in the past during similar times of uncertainty. 19 2 2009 Construction Industry Strategy Survey
  • 21. APPENDIX Survey Demographics Our field of 230 survey participants was comprised of some of the most influential executives in the U.S. construction industry. EXHIBIT 18 Results by Firm Revenue Greater than $1B 12% Less than $100M 29% 15% $500M–$999M $100M–$249M 22% 22% $250M–$500M EXHIBIT 19 Type of Work Heavy Civil 9% General Contractor 23% Trade Contractor 30% 5% Construction Manager General Contractor & 33% Construction Manager The survey benefitted from great participation by firms with annual revenues over $250M and had good representation from large specialty trade contractors. 20 2 FMI Management Consulting
  • 22. ABOUT FMI Founded in 1953 by Dr. Emol A. Fails, FMI provides management consulting and investment banking for the worldwide construction industry. FMI delivers innovative, customized solutions to facility owners; contractors; construction materials producers; manufacturers and suppliers of building materials and construction equipment; property managers and developers; engineers and architects; surety companies; and industry trade associations. FMI’s experienced professionals assist owners with the development of sourcing strategy, assessing design and construction unit performance and support for management skill development. Services provided to other construction industry businesses include strategy, leader and organizational development, business development, research, mergers and acquisitions, peer groups, private equity placement, project execution, and training. Raleigh–Headquarters 5171 Glenwood Avenue Suite 200 Raleigh, NC 27612 P Box 31108 .O. Raleigh, NC 27622 T 919.787.8400 F 919.785.9320 Denver Phoenix Tampa 55 Madison Street 5080 N. 40th Street 5301 W. Cypress Street Suite 410 Suite 245 Suite 201 Denver, CO 80206 Phoenix, AZ 85018 Tampa, FL 33607 T 303.377.4740 T 602.381.8108 T 813.636.1364 F 303.377.3535 F 602.381.8228 F 813.636.9601 www.fminet.com