Strategy of the Developer Company on the Multi-Family Housing Mass-Market in the Medium Term Depending on the Demand Factors

The paper examines the main approaches of strategic marketing management in the construction industry, methods and models used by various specialists to predict prices and sales volume in the housing market in Russia since 1998, and also describes the place of housing needs in the overall structure of human needs. In the practical part of the research, a comprehensive analysis of the state of the St. Petersburg real estate market was carried out: on the one hand, the most important factors of decision-making by the consumers when buying a houseroom in the mass market segment were revealed; on the other hand, the forecast of the conjuncture of the St. Petersburg multi-family mass-market housing was made. Based on the results of the analysis, three possible strategies for a development company engaged in building of multi-family mass-market housing in St. Petersburg for the medium term were formulated.