Page 66 - Azerbaijan State University of Economics

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

Picture 2 represents the model of competitiveness management system for a
construction company prepared by using marketing methods. This model gets in
conjunction goals, tasks, functions and practical actions by company’s management,
marketing department and other structural divisions concerning competitiveness
management in the framework of complex of marketing measures.

Management of competitiveness of construction company
in the system of realization of marketing strategy

Subjects of Instruments of management – Objects of
management methods of marketing management

Head of Goals and tasks Competitiveness of
company company (parameters)

Development of end market
hypothesis External and strategic
competitiveness
Marketing manager Heads of functional divisions Calculation and segmentation of Internal and tactical
SWOT analysis of external
environment

Marketing researches

competitiveness of
end market

Positioning of company and
product

Advertisement campaign construction company

Picture 2. Model of the competitiveness management system for construction
company prepared by using marketing methods.

Obviously, such program task such as ensuring competitiveness of company –
external and internal, strategic and tactical – cannot be done only by the marketing
division. In the model suggested, the principal role of various divisions of the

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