FORMATION OF A STRATEGY FOR INCREASING THE COMPETITIVENESS OF A CONSTRUCTION ENTERPRISE

Abstract

The purpose of the work. To conduct an analysis and determine the directions of forming a strategy for increasing the competitiveness of a construction enterprise. Methodology. The theoretical and methodological basis of the study was formed by materials and works of foreign and domestic scientists in the field of strategic management, legislative acts, government resolutions. The article is based on a general scientific methodology, which involves the use of general methods of cognition (comparison and analogy, analysis and synthesis, induction and deduction), as well as the use of economic-mathematical, statistical and expert methods of analysis, a system of balanced indicators, a system of key performance indicators. Scientific novelty. The scientific novelty of the study lies in the development of a scientifically sound three-level model of forming a development strategy for a construction enterprise in the housing construction market, which increases the competitiveness of enterprises in this industry. The theory and practice of developing strategic management in market conditions were studied, and the main approaches of domestic and foreign scientists to defining the concept of enterprise competitiveness were analyzed. The main factors of competitiveness of construction enterprises have been studied and identified. A three-level algorithm for the formation of a development strategy for construction enterprises has been developed. A methodology for assessing the competitiveness of construction enterprises has been developed, based on an integrated system of indicators that reflect the industry specifics of the construction industry. A model for the formation and implementation of an innovative and marketing strategy for a construction enterprise has been developed and substantiated, taking into account the specifics of the housing construction market. Conclusions. An additional classification and systematization of external and internal factors ensuring the competitiveness of construction enterprises has been carried out, based on targeting and the allocation of specific factors characteristic of this industry. An algorithm for the formation of an enterprise strategy has been proposed, based on the following three main levels: the level of business processes, the production and technological level, the level of the marketing complex. An expanded methodology for assessing the competitiveness of a construction enterprise has been developed, based on a system of indicators that include the integrated coefficient of competitiveness of enterprises in the construction industry. A model of the formation of an innovative strategy of a construction enterprise has been built, which includes a phased analysis of the main factors and processes occurring in the external and internal environment of the enterprise, investment and marketing analysis.