ABSTRACT
The main goal of this research is a study of certain theoretical and methodological approaches to management of competitiveness of a construction enterprise using marketing methods. Marketing protects an enterprise from competitors. It is not only orientation to consumers but also a long-term protection of an enterprise from competitors through permanent system of information about their behavior. Awareness about competitors gives an opportunity to satisfy specific needs of customers. Knowing the strengths and weaknesses of a competitor allows you to precisely direct your own plans against the weaknesses of a competitor. As a result of this research, strengths and weaknesses influencing economic indicators of construction complex are revealed: outdated management systems of construction complex’s actors, absence of marketing divisions and/or experts studying the market, demands tendencies, competitive environment and developing mechanisms for the management of organization’s competitiveness.

Key words: competitiveness, marketing strategy, marketing, benchmarking, SWOT analysis.

JEL Classification: L74, M31