FEATURES OF FORMING AN ALGORITHM FOR COMPREHENSIVE DIAGNOSTICS OF THE PERFORMANCE OF MARKETING ACTIVITIES OF A DEVELOPMENT COMPANY IN THE MODERN CONDITIONS OF ECONOMIC TRANSFORMATIONS

Abstract

The article examines the features of the formation of an algorithm for comprehensive diagnostics of the effectiveness of marketing activities of a development company in the conditions of modern economic transformations. A systematic approach is proposed that takes into account the influence of external and internal factors on the effectiveness of marketing activities, as well as the use of modern analytical tools to assess results. The developed algorithm includes sequential stages of data collection, processing and analysis, which allows identifying critical areas and developing recommendations for optimizing marketing activities. Practical application of the proposed approach will contribute to increasing the competitiveness of development companies in the conditions of economic transformation. The emergence of development on the real estate market as an independent and effective tool for project implementation is due to the evolution of investment processes and the increasing complexity of market relations. If in the early stages of the construction industry, the emphasis was mainly on quantitative indicators - the total area, the number of housing units or commercial space, then modern development requires a systematic approach that integrates strategic planning, financial modeling, marketing, risk management and legal support. The customer, moving from the role of an investor only in a physical asset, becomes an interested stakeholder who seeks to maximize the profitability of the project not only through the cost of real estate, but also through its life cycle, including operational efficiency and further implementation. The key difference of the development model is the focus on the value proposition for the end consumer. This means that attention is paid to creating a product that meets the specific needs and expectations of the target audience. Market analysis, the needs of which are determined through marketing research, allows the developer to form a unique concept of the facility. This can be a residential complex with developed infrastructure, a class "A" office building with intelligent management systems, a shopping center with the involvement of magnetic tenants or another type of commercial real estate that provides synergy of functional areas and creates added value. The implementation of such a project with maximum benefit involves comprehensive management of all stages of its life cycle - from idea generation and development of a business plan to commissioning and further management of the facility, which includes optimization of design and construction costs, attracting effective financing, as well as developing a marketing and sales strategy that willensure the rapid filling of the facility and its profitable operation. The developer acts as an integrator, coordinating the actions of all participants in the process, minimizing risks and maximizing potential profitability.