Assessment of the Competitive Environment in the Construction Products Market Based on Marketing Tools
Leyla Guluzadeh
Abstract. The article examines the issues of assessing the competitive environment in the construction products market based on marketing tools. In modern economic conditions, the construction sector plays an important role in the development of the country's economy, and the strengthening of competition among enterprises operating in this field further increases the importance of marketing approaches. The successful activity of enterprises in the construction products market is not limited only to the production and sale of products, but is also associated with the correct study of market demand, analysis of consumer behavior and the formation of competitive advantage. The study shows that the competitive environment is formed as a result of the interaction of factors such as price, product quality, assortment diversity, sales channels, advertising activities, customer relations and brand image. The article substantiates the assessment of the competitive position of enterprises in the construction products market using the main elements of the marketing complex. At the same time, it is considered necessary for enterprises to conduct a customer-oriented policy, improve product quality, and improve sales and communication strategies in order to maintain a sustainable position in the market. The correct application of marketing tools creates conditions for increasing competitiveness in the construction products market and strengthening the market position of enterprises. Thus, the effective use of marketing tools in the construction products market not only strengthens the competitive advantage of enterprises, but also expands their long-term development opportunities.
Keywords: Construction products market, competitive environment, marketing tools, competitive advantage, market position