Analysis of management marketing activities resource potential of construction companies in Ukraine

Abstract

Introduction. The need for transition to the market economy has strengthened the importance of formation an adequate market model of the management economic mechanism in the construction, because it provides efficient satisfaction of the consumers basic needs and demands. The internal market balance, meet of the growing people’s needs largely depends on the effective construction companies marketing activities management.

Subject. The research subject is the results of Ukrainian construction companies marketing activities in the context of their functioning indicators dynamics.

Purpose. The research purpose is an analysis of Ukrainian construction companies’ resource potential with determining development ways of their marketing activities management that will increase the construction industry entities economic efficiency.

Method (methodology). There were used methods of analysis, synthesis and generalization for processing statistical data during research. Methodological and theoretical bases of research are based on the dialectical method of cognition the socio-economic phenomena, complex approach to their analysis, modern achievements of domestic and foreign scholars in the field of construction companies marketing management.

Results. It was analyzed the management marketing activities resource potential of Ukrainian construction companiesin the article. It was exploring the dynamics of production and volume of construction works, GDP, indices of construction products, the structure of construction works distribution by type of construction products, the number of employed workers at the construction entities, the number of buildings under construction, the commissioning housing and housing censuses in Ukraine with comparison of it with other countries. It was made the conclusion that construction industry enterprises had been receiving positive business results during 2003-2008 and 2011-2012 years, and periods of falling indicators during 2009-2010 and 2014 years. That was dictated by economic and political situation in the country. Due to the instability of these results it was proposed to implement the construction supporting state programs, to introduce management and marketing activity management anti-crisis measures at economic entities.

The scope of results. Results of the research are recommended to use by Ukrainian construction enterprises during the strategic, tactical and operational planning of their marketing activities.