MARKETING STRATEGIES FOR SUSTAINABILITY, MANEUVERING OF CONSTRUCTION COMPANIES IN MARKETS WITH UNSTABLE COMPETITIVE CONDITIONS

Анотація

Abstract. The article is devoted to the study of marketing strategies, the main components of strategic management of construction enterprises based on the marketing approach are identified, the effective-ness of choosing a marketing strategy for sustainability and maneuvering of construction enterprises is substantiated. Volatility of demand, uncertainty of the investment environment, changes in regulatory requirements and increased competitive pressure from both national and international players form the need for new maneuvering approaches to marketing management. Particular attention is paid to the analysis of maneuvering strategies - operational regrouping of reso-urces, adjustment of product and contract policies, adaptation of pricing decisions and modification of sales channels depending on fluctuations in the market environment, where the key factor of sustaina-bility is marketing orientation to forecasting market changes and early recognition of risks, which allows construction companies to adapt to new conditions in advance. The article proposes a model of strate-gic behavior of the enterprise, which combines situational analysis, assessment of market turbulence and the formation of a set of alternative marketing solutions. The paper defines the theoretical and methodological principles of the sustainability of construction enterprises, which are based on the application of flexible marketing strategies capable of compensating for external shocks and ensuring the preservation of competitive positions. The article focuses on the work of construction enterprises in markets with unstable competitive conditions. The innovations pro-posed in the article - the strategic marketing model "Profitability of marketing strategy / Intensity of competitive processes", variants of the marketing and competitive strategy of a construction enterprise taking into account the possibilities of gaining a competitive initiative and/or implementing a competi-tive maneuver, the system of principles of industrial marketing, the priority of competitive sustainabili-ty) are designed to ensure effective applied implementation of reserves and marketing opportunities inherent in the architecture of the construction market with differentiated intensity of competitive pro-cesses, can significantly help existing and promising manufacturers in terms of developing and asses-sing the effectiveness of strategic, operational and tactical influences of competitive specificity.

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