Page 69 - Azerbaijan State University of Economics

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

Benchmarking of any type presupposes permanent study of the best in practice of
competitors and creation according to it of effective models for own business.
Benchmarking makes it possible to reveal and use in certain company what others
do better and to identify the key factors of success (KFS). The principal goal in the
strategy of construction business is to achieve long-term competitive advantages that
ensure survival, stable functioning and development in the future. For to become
effective, it should be maximally clear and to presuppose not only detailing priorities
but also distribution of responsibility among its executors, take into account
needs for technologies, machines and equipment, materials and in stimulating sales.
Choice of a strategy depends on the level of market saturation and possibilities of a
construction enterprise to renew its production.Establishment of organizational
mechanism and, ensuring competitiveness of construction organization presupposes
three blocks of tasks (Efremov A.G., Tutova O.N., Lutsenko N.E., 2006):

- “Diagnostics”: revealing of principal or potential competitive advantages;

- Setting goals, development of competitive strategy and tactics of management
of construction company;

- Realization: ensuring that the mechanism for achieving the goals is set.

3.2 SWOT analysis.
SWOT-analysis is an evaluation of the actual situation and strategic prospects of the
company achieved as a result of the study of strengths and weaknesses of the
company, its market opportunities and factors. SWOT method presupposes the
identification of the goal of the project and external and internal factors influence
achieving the goal or vice versa. It can be visualized in the table below:

69