Page 59 - Azerbaijan State University of Economics

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

services, immovable property market, structural employment of population,
legislation, competitiveness of local construction services on local and foreign
markets, etc.). During the development of the strategy of construction enterprise’s
competitiveness, factors that affect market relations competitiveness should be taken
into consideration. All factors influencing competitiveness of products and services
are divided into external and internal. External factors first of all include marketing
(pre-sale and post-sale service of customers of construction and repair-construction
production), i.e. marketing research that concerns obtaining orders for performance
of construction works (Alekseeva M.M., 2007).

Construction enterprises have to evaluate their competitiveness and this evaluation
should closely correlate with the study of strategic alternatives: limited scope of
growth of construction works, prices of goods and services, information, risks, time
factor, etc. Internal factors include technologies, techniques, organization of
construction production and economic factors. The main tasks of technology are to
obtain final product with possibly highest qualitative characteristics, minimum
expenditure of production resources, use of new means of labor, change supply of
construction materials and constructions, etc. All the above-mentioned influences
efficiency together with other factors – professional personnel.

Specifics of marketing in construction is connected with peculiarities of production
process in this sector of the economy. First, construction objects are built directly there
where they will be used. Second, with development of competitiveness housing
construction will be more oriented towards meeting individual requests of the
population so that housing has special consumer properties adequate to modern times.

Opportunities to overcome competitors will mainly increase for those construction
enterprises, which will be able to create effective marketing systems. Moreover,
major construction companies building multi-storey housings will be able to keep in
the future their positions in the market only having wide range of services to
customers, including engineer-construction works, building and service for
customers during the whole time of exploitation of relevant housing (Adalat J.M,
Nazim O.H, 2014, p.15).

The aforementioned problem can be solved by the use of principles and methods of
modern marketing. As practice illustrates, many construction enterprises competing in
the market are not ready yet for active competition. The main reasons for this are the
following: low level of understanding of methodological supply of competitiveness’
management, absence of effective management and organizational mechanisms within
enterprises to react to changes in external and internal environments.

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