Development of the Marketing Strategy for a Construction Company

Currently, the real estate market is a relevant subject for both real estate developers and potential buyers. The introduction of mortgage programs with government support led to a sharp increase in demand for residential real estate, accelerating the completion of construction projects for developers and causing a rise in housing prices. Since demand is directly influenced by the availability of preferential financing programs, developers are forced to seek alternative methods to maintain and increase their market share. A marketing strategy is designed to support the developer activities their main goals. As part of this master’s graduation paper, an analysis of the developer's external environment was conducted, evaluating its impact on the developer's activities. The research was conducted with the usage of three main instruments: a comprehensive analysis of the developer's current marketing activities, benchmarking, and competitive analysis. An expert interview was conducted to determine the specifics of the construction industry in the residential real estate market in Perm. Based on the data obtained, the main development contours were identified, strategy goals were outlined, and the marketing strategy itself was formulated, with the improvement of the developer's awareness, image, as the outcome of its implementation.