Examples of focus strategy
Focus can be a successful strategy for structural engineering firms. While most firms, especially the large ones, can compete by offering a wide range of engineering and design services, there is increasing opportunity for smaller firms or specific business units of big firms to specialize or focus on particular customer problems.
One of these niches is electrical transmission structure design. This sector of structural engineering requires a certain set of specialized skills. These include the ability to design for extreme environments, loads, and weather. The firm designing electrical transmission structures must also have competencies in interfacing with power generating firms and understanding the requirements of transmitting high voltages of electricity. In addition, the firm must have the resources to custom engineer solutions for specific sites.
Difficult access specialization is an emerging specialty of Wiss, Janney, Elstner, Inc. that has enables the firm to successfully complete projects faster and with less cost to the customer. WJE's Difficult Access Team (DAT) consists of structural and civil engineers with experience in rope climbing and repelling. The team has a three-level ranking system to determine their experience and training, and must complete a minimum number of climbing hours to advance in rank. The team can conduct detailed, close up examinations of building exteriors without building expensive or impractical scaffolding. Some of their recent projects have included evaluation of seismic damage to the Washington National Cathedral and the Washington Monument.
Expertise in how to minimize thermal bridging has become a subset and supporting field of sustainable design. A thermal bridge is any building connection that increases the transfer of heat or cold through the building envelope. These could be as simple as metal window frames or bolts that extend through the insulated exterior of a building. Builders, owners and clients that are seeking LEED certification or other sustainability benchmarks have sought out civil engineering firms that can identify and mitigate the heat or cold loss caused by thermal bridging.
A focus strategy requires the firm to carefully select a target market. The firm must have the core competencies to serve this market.
One of these niches is electrical transmission structure design. This sector of structural engineering requires a certain set of specialized skills. These include the ability to design for extreme environments, loads, and weather. The firm designing electrical transmission structures must also have competencies in interfacing with power generating firms and understanding the requirements of transmitting high voltages of electricity. In addition, the firm must have the resources to custom engineer solutions for specific sites.
Difficult access specialization is an emerging specialty of Wiss, Janney, Elstner, Inc. that has enables the firm to successfully complete projects faster and with less cost to the customer. WJE's Difficult Access Team (DAT) consists of structural and civil engineers with experience in rope climbing and repelling. The team has a three-level ranking system to determine their experience and training, and must complete a minimum number of climbing hours to advance in rank. The team can conduct detailed, close up examinations of building exteriors without building expensive or impractical scaffolding. Some of their recent projects have included evaluation of seismic damage to the Washington National Cathedral and the Washington Monument.
Expertise in how to minimize thermal bridging has become a subset and supporting field of sustainable design. A thermal bridge is any building connection that increases the transfer of heat or cold through the building envelope. These could be as simple as metal window frames or bolts that extend through the insulated exterior of a building. Builders, owners and clients that are seeking LEED certification or other sustainability benchmarks have sought out civil engineering firms that can identify and mitigate the heat or cold loss caused by thermal bridging.
A focus strategy requires the firm to carefully select a target market. The firm must have the core competencies to serve this market.