Page 67 - Azerbaijan State University of Economics

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

company is stressed to ensure internal and tactical competitiveness of the company
without which it is impossible to speak about strategic and external competitiveness,
and competitiveness in general.

The choice of optimal indicators of competitiveness, which would objectively reflect
conditions and forms of competitiveness in the construction services market, is a key
issue in the development of a construction organization.

3. DIAGNOSTICS OF ENSURING FINANCIAL-ECONOMIC STABILITY
BASED ON BENCHMARKING.

Construction enterprise is a complex socio-economic system aimed at satisfying the
demands of the population, companies and sectors of material production with
construction products and services. The functioning and development of such a system
depends on a number of factors among which in modern conditions, market factors
have special significance (Efremov A.G., Tutova O.N., Lutsenko N.E. , 2006):

 Changes of purchasing power and preferences of consumers;
 Stirring up of competitiveness between construction companies;
 Flexible price setting in the field of production of construction materials and
building constructions;
 Appearance of new property forms.

One of the approaches to the solution of development problems is strategic
management, in the framework of which marketing strategy of development is worked
out depending on the level of potential demand and intensiveness of competitiveness
on goods markets, i.e. choice of directions of conversion of company’s activity to
achieve success in the market. In this case, marketing strategy is a purposeful
combination of content and the organization’s form of marketing according to the
requirements of the market.

Analytical generalization of scientific approaches and, involvement of relevant
theoretical conceptions gives an opportunity for clarification and deepens the
formulation of marketing strategy of development of a construction enterprise.

Marketing strategy with respect to construction companies:
 Sets directions of activity of the company on construction production market,
 Ensures forming of coordinated marketing goals for each construction enterprise,
 Makes company’s management permanently evaluate strengths and weaknesses
of its marketing activity,

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