The marketing strategy improvement improvement at Construction Company Lviv Ltd in the digitalization development context
Students Name: Lazorenko Vitalii Serhiiovych
Qualification Level: magister
Speciality: Internet-Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2024-2025 н.р.
Language of Defence: ukrainian
Abstract: A strategy defines the path of enterprise development in accordance with market demands and guides the company toward new ways of utilizing capital, innovative production processes, and effective forms of product distribution. A marketing strategy is a logical framework for marketing activities through which companies aim to achieve their marketing objectives [4]. The marketing strategy consists of three components: target market, marketing mix, and marketing expenses. It encompasses the main production goals and methods of product distribution. It is a system of company activities aimed at balancing the external and internal market environments. Marketing strategy is not a business strategy but is designed to "define production and distribution goals and position products in the market" [3]. "A marketing strategy is the means by which marketing objectives are to be achieved" [5]. The implementation of a marketing strategy occurs through operational management and the functional strategic behavior of the company, defining its market orientation. The marketing strategy serves as the foundation of marketing for any company. The object of research in the master’s qualification thesis is the marketing strategy of LLC "Construction Company ’Lviv’." The subject of research involves the theoretical and methodological foundations for forming the marketing strategy of LLC "Construction Company ’Lviv’." The purpose of the master’s qualification thesis is to improve the marketing strategy of LLC "Construction Company ’Lviv’" in the context of digitalization development. Research findings: The study examined the activities of LLC "Construction Company ’Lviv’," specializing in the construction of residential and commercial properties, demonstrating steady growth in the regional market. The company’s strengths include high construction quality, a solid reputation, and extensive market experience. The weaknesses identified are insufficient digitalization of business processes and limited use of modern marketing tools. Improving these aspects could significantly enhance the company’s competitiveness. The construction market was analyzed, characterized by high competition and increasing demand for environmentally friendly materials. Digitalization significantly influences the market by enabling companies to implement new sales technologies and logistics management. Additionally, there is a growing demand for services related to construction waste recycling and the use of secondary raw materials. The primary market challenges include rising raw material costs, logistical issues, and economic instability, which affects purchasing power. It has been established that online consumers value quick access to information, convenient ordering, and transparent pricing policies. At the same time, offline customers prefer personal interaction, the ability to inspect products, and receive professional consultations. An effective combination of online and offline strategies will enable LLC "Construction Company ’Lviv’" to meet the needs of both customer groups. International experience in the use of construction waste has been studied, and the implementation of waste recycling programs and incentives for the use of secondary raw materials is recommended. Developing platforms for the exchange of construction waste and informing the public about the benefits of reuse are essential. Digital solutions, such as mobile applications for waste management, will help optimize this process. The necessity of implementing a CRM system has been proven, allowing LLC "Construction Company ’Lviv’" to automate customer interaction processes, enhance service personalization, and increase customer loyalty. CRM will enable efficient management of the customer database, analyze their needs, and improve the effectiveness of marketing campaigns. It also optimizes the sales process by tracking interactions with potential clients and automating repeat sales. Thus, the implementation of a CRM system will allow LLC "Construction Company ’Lviv’" to improve service quality, streamline processes, and ensure sustainable business growth. Keywords: marketing strategy, construction materials market, marketing planning, LLC "Construction Company ’Lviv’." References 1. Bochko, O. Y., & Buhaiets, A. K. (2021). Trends in the investment attractiveness of the construction industry: Before and during the COVID-19 pandemic. Eastern Europe: Economy, Business and Management, (33), 76–82. 2. Knyazeva, T. V., & Alekseyenko, I. M. (2021). Marketing strategy for the development of social entrepreneurship. Problems of Systematic Approach in the Economy, (1), 86–92. 3. Kolomytseva, O. V., Vasylychenko, L. 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