Problems, Conditions and Factors of Formation of Competitive Potential of the Construction Industry Enterprise

Objectives: To develop conceptual provisions and methodical bases, creating conditions for the growth of competitive advantages of construction industry companies. Methods: The study used a systematic, objective-functional, structural and optimization methods to solve these problems, expanding the scope of the subject-functional, resource and market and marketing approaches to the development and effective use of competitive potential, allowing wholistically representing the mechanism of planning and forecasting of its composition and structure, substantiation of criteria and indicators for effective use, development of marketing strategy, contributing to the assessment of alternative opportunities and selection of the most priority directions of use of the construction industry companies resources. Findings: The article defines the tactics of market positioning of the construction industry company, underlying its competitive status formation, determined by the level of investment, competitive strategy and competitive potential. A structural model of planning and forecasting competitive potential, depending on the stages of construction industry company lifecycle has been proposed. The necessity of applying marketing approach to the formation of competitive potential, based on the principle of customization, which establishes a relationship between the sovereignty of the consumers and the maximum satisfaction of consumer preferences in conditions of limited solvency and predictability of demand for construction industry products has been justified. It is proved that economic potential of the construction industry companies, being a factor of competition, becomes competitive only when its elements are structurally and functionally able to implement an effective marketing strategy and business ideas. Improvements: Article materials are of scientific and practical value for the development of instrumental database of diagnostics, analysis and assessment of the level of competitive potential; they orient the heads of construction industry companies to achieve strategic and tactical management purposes to ensure their long-term effective operation and development in market conditions.