Організаційні аспекти стратегічної перемоги в конкурентній боротьбі малих будівельних підприємств
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Date
2021
Authors
Харченко, І. В.
Лізунков, О. В.
Kharchenko, I.
Lizunkov, O.
Journal Title
Journal ISSN
Volume Title
Publisher
ЦНТУ
Abstract
Метою дослідження є пошук стратегічних кроків для перемоги в конкурентній боротьбі малих
будівельно-монтажних підприємств в умовах ринку, на якому не діють фактори масштабу та
диференціації. Обгрунтовано, що вирішення проблеми має концентруватися на організації роботи
будівельних підприємств таким чином, щоб були дотримані оптимальні строки виконання всього
комплексу будівельно-монтажних робіт, що дозволить виконати умови тендеру - або мінімізувати
собівартість будівельно-монтажних робіт, або дотриматись заданих строків. Визначено характер
ззалежності величини фактичних витрат на будівництво від термінів виконання робіт. The purpose of the research is the search for the strategic steps to win the competition among small
construction and installation companies in the market conditions, where the factors of scale and differentiation
do not work. In order to achieve the aim the following scientific principles are used: the principle of applied
targeting, system, dynamics, and the methods of observation, modelling, formalization, analysis, synthesis,
mathematization and generalization within specific scientific methodology.
It is a major problem to create serious stable competitive advantages for winning in the competition for
the small construction and installation company. Creation of competitive advantages is based on the definite
economic correlates. Thus the question arises what to base them on. M. Porter determined U-like dependence
between the market share of the company and the level of the returns on investments. [Porter, p.60]. It made it
possible to make a principally important conclusion about two types of strategies that achieve significant
success: 1) differentiation 2) leadership in prices and expenses. Thus, it’s necessary to analyze the company
market from the point of view of: possibilities for differentiation; presence of the economies of scale, which help
to decrease expenses and price of the product. The new (updated) BKG matrix helps to find ways to solve the
problem of creating competitive advantages. BKG defines four competitive fields. Competitive field where small
construction company operates is called “frustration”, and according to the recommendations of the modernized
BKG matrix, the factor of scale does not work here and differentiation is not appropriate. Among the
recommendations for this field the most efficient, in our opinion, is the proposition to use factors of production
the sphere of the largest return and to control geographical markets.
Actual expenditures of the company depend to a considerable extent on the term of work performance
among other factors. Having conducted the research, we defined the correlation between the term of work
performance and their actual cost value. The research was conducted based on calculations of estimated costs of
construction works with the help of the program complex AVK-5, taking into consideration the character of
dependence of the cost value components on the terms of work performance. These correlations are presented in
chart and graphic form. After analyzing the graph it is possible to determine how the estimated cost value will change when changing the terms of work performance and define the zone of minimal cost of work performance
which allows to build the strategy for tenders and negotiations on construction costs and terms. Optimum zone is
the zone of minimal variable costs, corresponds to normative duration of work performance.
Upon the analysis of the received correlations and possible tasks of the construction company while
conducting tenders we can suggest the following strategies of tenders’ conduction to a construction company: a)
In terms of strict restriction of the costs of project implementation from the building owner; b) In terms of the
strict restriction of the terms of the project implementation by the building owner; c) In case, when the subject of
negotiation during tender are both term and cost of work performance.
Description
Keywords
собівартість будівельно-монтажних робіт, стратегія, диференціювання продукції, масштаб виробництва, фрагментація, спеціалізація, безвихідь, обсяги, ціноутворення, тривалість будівництва, cost of construction and installation work, strategy, differentiation of production, production scale, fragmentation, specialization, hopelessness, volumes, pricing, duration of construction
Citation
Харченко, І. В. Організаційні аспекти стратегічної перемоги в конкурентній боротьбі малих будівельних підприємств / І. В. Харченко, О. В. Лізунков // Центральноукраїнський науковий вісник. Економічні науки : зб. наук. пр. – Кропивницький : ЦНТУ, 2021. – Вип. 6 (39). – С. 267-281.