Page 68 - Azerbaijan State University of Economics

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

 Identifies alternative opportunities of usage of company’s resources,
 Demonstrates importance of marketing in the construction production market.

Taking into consideration the foregoing development of a construction company is a
dynamic combination of interconnected managerial processes aimed at future
development of company, including:

Systematic and permanent analysis of needs and requirements of key consumers of
construction production which allows serving chosen groups of buyers better than
competitors, thus ensuring sustainable competitive advantages;

Development of effective construction planning and designing conceptions and
provision of additional services;

Clarification of mission of housing construction company (today mission should be
considered wider than just maximization of profit);

Identification of goals, preparation of development strategy and ensuring balanced
structure of portfolio of requests and financial portfolio;

Process of working out the main directions of strategic policy of a construction
enterprise in the field of goods, prices, communications, distribution and sale
considering factors permanently changing marketing environment (Hans Wiesmeth,
Nazim U. H., 2012, p.35).

3.1 BENCHMARKING (COMPETITIVE COMPARATIVE STRATEGY) is a
relatively new concept in business development which is connected to the search
and study of best business methods and their transposition unto certain business that
is in need of improvement.

Today, several types of benchmarks are considered:
1. Internal – based on comparing of similar processes and, services inside of
certain organization.
2. Competitive – based upon comparing products of company’s activity with the
strongest competitor(s).
3. Functional – comparing of own organization with other ones which are not
direct competitors.
4. Consulting – comparing of organization with other organizations using
consulting service.

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