Page 60 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.76, # 2, 2019, pp. 56 -73

Local construction companies need systems of management ensuring high level of
competitiveness on local and foreign markets. High competitiveness of an enterprise
being vital for its success is reached through permanent work on creation and
strengthening of its competitive advantages and raising the level of reaction on
future changes of environment. Using famous methods of SWOT analysis
(Y.F.Simionov, 2003), marketing researches, calculation and segmentation of end
market, positioning of enterprise and production, advertisement allows solving the
problem of strategic management of competitiveness only partially. More precise
picture can be obtained by using them in aggregate. In such a case, all the above-
mentioned can be united by the end market hypothesis (EMH) – strategic general
plan for creation and promotion in the market of construction company’s proposals.
All the methods united together are a complex of marketing actions.

The complex of marketing actions is a management system to deal with
competitiveness of construction enterprise for finding adequate answers on the
following question: “What to build?”, “For whom to build?”, “How to sell?”, “To
whom to sell?”. The complex of marketing actions has managerial character and is
aimed at strengthening positions of an enterprise in competitive environment being
an instrument of competitiveness management (L.S.Shevchenko, V.I.Torkatyuk,
N.A.Kizim, A.L.Shutenko, 2008).

Competitiveness of any enterprise, including construction ones, includes three main
constituents: (i) production (directly connected with quality issues), (ii) economy of
creation of sale and maintenance of products as well as economic opportunities and limits
of consumers, and (iii) everything that can be accepted or rejected by certain consumers.

You might find below in Picture 1 the process of development of the marketing
actions’ complex prepared by the author:

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