Marketing Planning in Housing Construction

  • Authors

    • Iryna Chychkalo-Kondratska
    • Viktoriia Dobryanska
    • Volodymyr Miroshnichenko
    2018-06-20
    https://doi.org/10.14419/ijet.v7i3.2.14380
  • housing construction, linear programming, marketing planning, marketing strategy.

  • Abstract

    The construction company marketing planning process considering market possibilities under optimum using of the available resources is being investigated in the article. Usage of the General Electric corporate method at the marketing strategic planning level is considered. The improvement of General Electric approach with the help of the factors importance calculating by hierarchy method which makes strategic assessment more precise is suggested in the article. The list and hierarchy of factors have been received based on two-stage expert enquiry by L.S. Shkolnik «erector» method. At the level of tactical planning the method of linear programming is applied to optimize the use of resources. The offered methods enable making strategic business estimation more exact, and to spend resources of the organization with maximum efficiency at strategic plans implementation .

     

  • References

    1. [1] B. Song and S. Kang (2016) A Method of Assigning Weights Using a Ranking and Nonhierarchy Comparison. Department of Management of Technology for Defense, Korea University, Seoul 136-713, Republic of Korea. Volume 2016 (2016), Article ID 8963214, 9 pages http://dx.doi.org/10.1155/2016/8963214

      [2] Chervenka, P., Hlavati, I., Miklosik, A. and Lipianska D. (2016) “Use of cognitive systems in marketing analysisâ€, Ekonomichnyi chasopys ХХІ vol. 160-7(8)., pp.56–61. DOI: https://doi.org/10.21003/ea.V160-11

      [3] Han Pil Cho, Hyunsu Lim Dongmin, Lee Hunhee Cho, Kyung-In Kang (2018) Patent analysis for forecasting promising technology in high-rise building construction “Technological Forecasting and Social Changeâ€, - Volume 128, Pages 144-153 https://doi.org/10.1016/j.techfore.2017.11.012Get rights and content

      [4] Han, S, Ko, Y; Kim, J; Hong, T (2018) Housing Market Trend Forecasts through Statistical Comparisons based on Big Data Analytic Methods “Journal of Management in Engineeringâ€, Volume: 34, Issue: 2, Article Number: 04017054 DOI: 10.1061/(ASCE)ME.1943-5479.0000583

      [5] Fausto Guaragni, Kristin Paetzold, Roland Ortt (2017) Managing disruptions during the execution phase of product development projects: A secondary data analysis “Engineering, Technology and Innovation†(ICE/ITMC), International Conference on, - Funchal, Portugal DOI: 10.1109/ICE.2017.8279913

      [6] G. Zhang, Y.-H. Wu, M. Remias, and J. Lu, (2003) “Formulation of fuzzy linear programming problems as four-objective constrained optimization problems,†Applied Mathematics and Computation, vol. 139, no. 2-3, pp. 383–399, 2003. View at Publisher · View at Google Scholar · View at Zentralblatt MATH · View at MathSciNet · View at Scopus

      [7] Kim M. Henderson, James R. Evans, (2000) "Successful implementation of Six Sigma: benchmarking General Electric Company", Benchmarking: An International Journal, Vol. 7 Issue: 4, pp.260-282, https://doi.org/10.1108/14635770010378909

      [8] Konno, Y; Itoh, Y (2018) Empirical analysis of R&D in the Japanese construction industry based on the structure conduct performance model “Cogent Business & Managementâ€,Volume: 5, Issue: 1, Article Number: 1429347 DOI: 10.1080/23311975.2018.1429347

      [9] Lee G. Cooper (2000) Strategic Marketing Planning for Radically New Products. Journal of Marketing: January 2000, Vol. 64, No. 1, pp. 1-16.https://doi.org/10.1509/jmkg.64.1.1.17987

      [10] Malcolm McDonald (2016) The Marketing Planning Process: the Main Steps. Marketing Plans 8e, 39-75. https://doi.org/10.1002/9781119309895.ch2

      [11] Moon, S; Chi, S; (2018) Predicting Construction Cost Index Using the Autoregressive Fractionally Integrated Moving Average Model “Journal of Management in Engineeringâ€, Volume: 34, Issue: 2, Article Number: 04017063 DOI: 10.1061/(ASCE)ME.1943-5479.0000571

      [12] “Official site TOV “EvroBud SMâ€, [Online], available at: http://eurobud.pl.ua/

      [13] P. Sumathi (2013) A new approach to solve linear programming problem with intercept values “Journal of Information and Optimization Sciencesâ€, Volume: 37, Issue: 4 https://doi.org/10.1080/02522667.2014.996031

      [14] Robert Haafst (2016) " GE vs Siemens - A Strategic Analysis Technical Report (PDF Available) · November 2016 with 6,466 ReadsDOI:10.13140/RG.2.2.32995.35361

      [15] Saati, T. L. (2015) “Relative dimension and its generalization in decision-making. Why paired comparisons are key in mathematics for measuring intangible factorsâ€, Cloud Of Science [Online], vol . 2, available at: https://cloudofscience.ru/sites/default/files/pdf/CoS_3_171.pdf

      [16] Said, HM; Bartusiak, J (2018) Regional Competition Analysis of Industrialized Homebuilding Industry “Journal of Construction Engineering and Managementâ€, Volume: 144, Issue: 2, Article Number: 04017108 DOI: 10.1061/(ASCE)CO.1943-7862.0001424

      [17] W. Zhang and H. Yang, (2001) “A study of the weighting method for a certain type of multicriteria optimization problem,†Computers & Structures, vol. 79, no. 31, pp. 2741–2749, 2001. View at Publisher · View at Google Scholar · View at MathSciNet · View at Scopus

      [18] Yin Ching Jan (2002) "A three step matrix method for strategic marketing management", Marketing Intelligence & Planning, Vol. 20 Issue: 5, pp.269-272, https://doi.org/10.1108/02634500210441512

  • Downloads

  • How to Cite

    Chychkalo-Kondratska, I., Dobryanska, V., & Miroshnichenko, V. (2018). Marketing Planning in Housing Construction. International Journal of Engineering & Technology, 7(3.2), 86-91. https://doi.org/10.14419/ijet.v7i3.2.14380

    Received date: 2018-06-19

    Accepted date: 2018-06-19

    Published date: 2018-06-20