Page 63 - Azerbaijan State University of Economics

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

HCC has its own subcontractor with required personnel; it does not have to hire
somebody else, but its financing again depends mainly on investors (buyers of flats).
The task for this enterprise is hard to be done ( http://www.korter.az).

Table 1. Analysis of internal marketing environment

Enterprise Production technology Production organization Labor resources Need for attraction of labor resources Financial resources Need for attraction of financial resources Results of analysis

OJSC “ACCORD + + + To start
Construction-Industrial investment-
Investment construction
Corporation” project
- + - + - + To start
“Olympus Park” investment-
construction
project
+ - + - - + To start
“Crystal Absheron” HCC investment-
construction
project

Note: «+» / «-» – positive / negative evaluations of status of the object of analysis

This express-analysis illustrates which tendencies of external environment will
affect parameters of tactical competitiveness of companies entering not the market
of services or goods but the market of meeting consumers’ needs. In addition,
marketing researches for verification of EMH through survey of target groups are
also required. The results of these researches will help check the hypothesis of target
market and to calculate the volume of a target market, which will be used for the
introduction of complex marketing measures. Maximum volume of end market
(maximum volume of demand for supply) can be specified by three methods: (i) to
choose one the most favorable segments; (ii) to choose several most favorable
segments; (iii) to choose all segments because all of them correlate with the
argument. The choice depends on enterprise’s assets, opportunities of internal
environment and relevant tasks. Researches can be ordered at consulting agency.
The most important is to have precise goal of survey in order to get required
information. It is important to identify the target groups for advertisement campaign

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