Development of a Competitive Strategy to Improve the Performance of a Construction Company in the Individual Housing Market of the Chelyabinsk Region

This work is dedicated to developing recommendations for enhancing the competitive strategy of the construction company "IN-STROY LLC" in the individual housing construction market of the Chelyabinsk region. The relevance of the study is due to the significance of the construction industry in the regional economy and the need to increase the competitiveness of construction companies in a dynamic and competitive market. IN-STROY LLC faces the challenge of reaching a sales ceiling for houses per month, despite having available funds and the ability to meet higher demand. To achieve the goal of the work, several tasks were identified: conducting an analysis of the individual housing construction market in the Chelyabinsk region, considering the dynamics of supply and demand; studying the needs and preferences of IN-STROY LLC's target audience; preparing a comparative analysis of the competitive environment; developing a unique value proposition for the company that takes into account identified customer needs and market characteristics; assessing the company's resources and capabilities to implement a new competitive strategy; formulating a plan of marketing activities aimed at promoting the new value proposition and attracting new clients; preparing recommendations for implementing the developed competitive strategy. The empirical part of the study includes the analysis of statistical data on the individual housing construction market in the Chelyabinsk region, surveys among potential and current clients of IN-STROY LLC to identify their needs and preferences, as well as interviews with competitors to analyze their strategies and value propositions. In addition, the study employs methods of analyzing company documentation and materials, as well as obtaining expert assessments from specialists in construction, marketing, and business management. As a result of the conducted research, the author developed recommendations for enhancing the competitive strategy of IN-STROY LLC, including the formation of a new value proposition, the optimization of the marketing strategy, as well as the development of a sales plan and financial model for the company. It was found that successful implementation of the new strategy requires investment in design and surveying work, which will improve construction quality and reduce costs.