Course project based on the methodological guidelines "Marketing" (developed by N.A. Bondareva, Candidate of Economic Sciences; edited by I.S. Stepanov, Doctor of Economic Sciences, Professor) for MISI–MGSU and Synergy University (SGA).
Variant 24. Calculations for Two Services
Service A: Interior finishing works of improved quality (4,000 m²)
Service B: Construction of wooden structures for residential buildings (3,000 m²)
All formatting and calculations must strictly comply with the methodological guidelines.
The course project includes the following sections:
Introduction (essence, specific features, and functions of marketing as applied to the construction industry)
Target Segment Selection in the Construction Services Market (identification of target consumer groups/segments toward which specific types of construction services will be directed)
Analysis of Product Life Cycle Stages (definition of the product life cycle (PLC), its specific characteristics in construction, and graphical representation of PLC phases)
Production Cost Analysis (calculation of production costs at the maximum capacity of the construction organization)
Enterprise Competitiveness Assessment (evaluation of competitiveness across individual elements of the marketing mix: product, price, promotion, and key financial indicators)
Pricing Methods (examination of three pricing approaches: cost-oriented pricing, demand-oriented pricing, and competition-oriented pricing)
Price Determination Using a Multi-Attribute Product Model (calculation of consumer value and market price of the service)
SWOT Analysis (comprehensive SWOT analysis with strategic responses to the following questions: "How can the enterprise eliminate its weaknesses and mitigate the impact of existing threats?" and "How can the enterprise leverage its strengths to capitalize on available market opportunities?")
Questionnaire Development (design of two questionnaires for consumers of construction services)
No feedback yet