Page 57 - Azerbaijan State University of Economics

Zarina Aliyeva: The Role of Marketing in Ensuring Competitiveness of Construction
Enterprise in the Context of Market Conditions

Conception of realization is aimed at satisfying the demands of seller’s goods’ and
continued until 1950s. Its main task was realization of production. Its motto was
“Here is a product – go and trade”.

Conception of Marketing presupposes as its main goal for the calculation of consumers’
demands during creation and sales of a product. Its realization started since 1950s. It is
characterized by consensus of interests of consumers and producers of a product and
reflects producer’s commitment to special “sovereignty” of a consumer. Its motto is
“Wish of consumer is a law” (I.S.Stepanov, V.Y.Shaytanov, 2003).

The final goal of any enterprise is to win in competition. Victory here is not something
occasional and one-time event, but logical result of permanent and well-thought-out
efforts of an enterprise. It can be achieved by means of competitiveness, which today is so
often connected with the ability of an enterprise to win in a market of proposals because
with further development of competitiveness, construction will be more oriented towards
meeting individual demands of consumers presupposing demand for special consumer
characteristics of final product of constructions adequate to modern times. Not all of
western methodological approaches to formation of competitiveness are successfully put
into practice by local construction enterprises (I.S.Stepanov, 2002).

In this regard, development of approaches adequate to market relations is required
for the purpose of managing construction companies using marketing methods,
combining new forms of marketing strategy of quality and price of construction
product, consumers’ support, terms of orders fulfilment, image making technologies
and positioning, optimization of mutual relations of different economic subjects
directly or indirectly influencing company’s activity, development of relevant
legislative foundations and other measures to ensure increase in competitiveness.

These issues are principal, being connected with fundamental national projects aimed at
increasing market durability and social-economic prosperity in certain regions and the
country in general. Therefore, the problem of rising of the competitiveness among
construction companies - creating foundation for this prosperity - through introduction
marketing methods is urgent and insufficiently explored.

Today, despite the availability of theoretical works covering this problem, there is
no single approach towards ensuring competitiveness of construction companies and
definition of complex of marketing actions taking into consideration specifics of
their activity. All the aforementioned complicates practical solution to issues related
to management of competitiveness of construction enterprises and the realization of
its marketing strategy for their development.

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