Research and assessment of the marketing environment of new construction companies
| Author(s) | |
|---|---|
Krutkienė, Izolda | Tarptautinė teisės ir verslo aukštoji mokykla |
Vitkūnas, Rolandas | Tarptautinė teisės ir verslo aukštoji mokykla |
Vilniaus teisės ir verslo kolegija |
| Date Issued |
|---|
2008 |
The article reviews the results of research and complex qualitative as well as quantitative assessment of marketing environment of new construction companies. Assessment of business environment tends to gain increasing significance; first of all, to validate strategic marketing management decisions. However, qualitative analysis of environment components is the most frequent. Simultaneously, it is highly stressed that quantitative assessment is promising, thus its use to evaluate marketing environment is relevant. The article presents the developed methodology for complex assessment of factors of new construction companies marketing environment. The essential steps of the assessment are identification of environment factors, qualitative analysis of primary factors and quantitative assessment of marketing environment on the basis of multiplecriteria analysis. A system of evaluation of criteria and models has been developed for this purpose; so the methodology includes a three-stage system of quantitative assessment of marketing environment. The ways to apply this methodology are revealed by analysing and evaluating marketing environment of Lithuanian and Latvian new construction companies, by determining new opportunities and threats, which must be considered while making environment-friendly strategic decisions.
The article reviews the development principles and methods for evaluation of macroenvironment components and factors, as well as corresponding models for quantitative 197 evaluation of macro-environment of Lithuanian and Latvian new construction companies and the results of modelling of the influence of its factors. Evaluation of business environment is gaining significance and mostly to validate strategic marketing management decisions. However, the practice of marketing research shows that qualitative analysis is usual in the research of macro-environment. When developing theoretical basis for research and evaluation of business macro-environment, it is expedient to solve tasks of quantitative evaluation conceptually. The article presents the developed methodology for complex evaluation of macroenvironment; the methology includes methods of qualitative analysis and quantitative evaluation of macro-environment. It is based on identification of macro-environment factors, on qualitative analysis of primary factors and on complex quantitative evaluation by multiple criteria analysis using the developed system of criteria.