Creation of Marketing Strategy for a Developing Construction Company by the Example of the Company "POSOL LANCON"

In this study, was analyzed the construction services market, in which was considered the developing company "POSOL LANCON". The analysis was carried out to develop the marketing strategy of the examined organization. The study considered the structure, problems and level of competition of the market, both the external environment of the organization, the characteristics of competitors and their features, a detailed PEST analysis was conducted, that helped to formulate the main factors affecting the market and the company "POSOL LANCON". As an analysis of the internal environment of the organization, an expanded SWOT analysis was used to identify weaknesses and threats for LLC "POSOL LANCON" within the market that must be corrected to improve the organization's success. The result of the work was developed recommendations on the use of marketing tools, proposed a strategic direction in the actions of the company to promote. The initial evaluation of the marketing strategy made it possible to draw up a preliminary forecast on the return from use for the company in question. Need to mark, that the conduct of such study has made it possible to touch on topical marketing issues in the field of industrial construction, which appear last period of time. The current situation makes it possible to suppose, that previously uninterested in promotion of the segment of the economy with an excess of catching up due to rising level of competition. In this case, marketing tools become an important regulator of demand for company services.