Page 71 - Azerbaijan State University of Economics

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

 Company’s potential (capacity, productivity, licenses);
 Finances (capital, sources of investment, liquidity, turnover, profitability);
 Management (organizational level, professionalism of management, planning
and control, information supply).

Analysis of competitors provides the opportunity for the usage of all instruments of
marketing (production, assortment, prices, reputation, supply, communication, sales,
service, and package). First step is to analyze the level of product’s competitiveness.

The second one is to define principal consumer of relevant product and, main competitors
on each instrument of marketing. It is also important to be objective and to know well the
market of relevant products. The third step is to use benchmarking, to determine the rating
of marketing instrument of a company if compared to competitors that are most important
to consumers. The final stage is realization. One of the principal directions of realization
of proposals of the marketing strategy is the company’s pursuit of efficiency.
Achievement of development goals is possible only by being effective more than
competitors in methods of specifying the needs of end markets and their satisfaction.

Effectiveness of marketing strategy of construction enterprise’s development must
proceed from the following three postulates:

 correctly chosen long-term goals;
 complex analysis of external environment;
 real evaluation of company’s own resources and abilities.

Benchmarking allows for the concretization of the activity of the construction
company, details status and provides direction and guidelines for identification of its
place in the market and its development strategy. Benchmarking also contributes to
opening of construction enterprise’s potential and its adaptation in the market, as
well as the company’s financial stability and confidence in the context of dynamics
of modern business, thereby increasing the company’s profitability with lesser risks
of financial losses (http://www.irbis-nbuv.gov.en).

4. CONCLUSION
Therefore, as a result of this research, the theoretical and methodological approaches
towards the development of marketing methods (as a competitiveness management
instrument of construction company) are specified; expedience of marketing’ application
is proved; factors influencing construction company’s competitiveness are defined;
external and internal environments of construction complex’s enterprises are analyzed;
and factors influencing competitiveness of construction companies in the market are
revealed.

71