Real estate marketing research. International student scientific bulletin

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The article deals with the specifics of marketing research in the real estate appraisal services market. The characteristics of services and the process of their consumption, as well as factors that affect the demand for real estate appraisal services are considered. In the process of forming motivation for the target segment of consumers of real estate appraisal services, it is important to take into account the motives associated with the consumption of this service. The important parameters of a consumer's choice of an appraiser are the professionalism of the personnel, the company's image, and comprehensive availability. The process of consumption of real estate appraisal services includes traditional stages, but has its own specifics. It is shown that the type of appraisal (mandatory or proactive) affects the marketing policy of an enterprise for real estate appraisal. Revealed and substantiated the need to create a marketing service at the enterprise for its successful functioning.

marketing research

marketing

real estate

1. Anurin V., Muromkina I., Evtushenko E., Marketing research of the consumer market. - M.-S-Petersburg, - 2006 .-- p. 29.

2. Badaraeva R. V., Sharaeva A. S. Theoretical aspects of assessing the real estate market in Russia // Young scientist. - 2016. - No. 4. - S. 336-339.

3. Belyaevsky IK, Marketing research: information, analysis, forecast. - M .: Finance and statistics, 2001., - P.48.

4. Kotler F. Marketing Management. Tutorial. - M .: - 2001. - P.170

5. Malykhin S.A. The real estate market in Russia. - M .: Vesta-M, 2012, - S. 428.

6. Federal Law "On appraisal activities in Russian Federation"No. 135 of July 29, 1998 (with amendments and additions).

The main task of marketing services is to provide benefits and benefits to the consumer, determine the target market and promote services to this market. The difficulty lies in determining the benefits of the service. The benefit from the service can be determined only by the consumer (client) who used it. The main purpose of service marketing is to help the consumer evaluate various services so that they can make the right choice for themselves.

Under the modern concept of marketing, it is assumed that the economic environment is oriented towards a more effective and complete satisfaction of consumer demand through the development of services, as well as the participation of consumers in the process of interaction when providing them.

The real estate market in the Russian Federation is one of the largest segments of the national economy. At the same time, its development largely depends on the state of affairs in other key sectors of the economy. The real estate market in Russia is sensitive to crises and the macroeconomic situation.

The basis of transactions with residential properties is legal relations, the subject of which is the purchase, sale and lease of commercial property. It can be noted that both of these areas perform a number of important functions for the national economy of the Russian Federation:

· Stimulating demand in the lending market;

· Stimulation of supply in the construction market;

· Stimulating the growth of the money supply in a large number of other economic segments - the sphere of real estate appraisal, production of building materials, varnishes, paints, decoration, wallpaper;

· Solving urgent social problems related to providing citizens with housing.

Thus, the real estate market is one of the most important growth drivers for the country's economy as a whole. A feature of the real estate market is the need to evaluate real estate objects.

The need for real estate appraisal arises when:

· Buying and selling or renting an object;

· Corporatization of the enterprise;

· Cadastral assessment;

· Determination of taxation of immovable objects;

· Loans secured;

· Insurance;

· Making a real estate object in the form of a contribution to the authorized capital of an enterprise or organization;

· Attracting investment investments;

· Entry into inheritance rights;

· Resolution of property disputes;

· Liquidation of the enterprise;

· Calculation of the tax amount for real estate objects;

· In other actions that are related to the implementation of the right to real estate.

The process of appraising real estate objects consists in determining the value of the owner's rights to the property. It is necessary for the buyer to understand what is the value of this property for him and why.

Real estate transactions are of a private nature, the information offered is not always correct and complete. Therefore, professional independent real estate appraisal is the most demanded type of appraisal activity. But the citizens themselves need to have a certain knowledge base in this area.

Marketing research of the real estate appraisal services market consists of the systematic collection, display and analysis of information necessary for making management decisions at the enterprise. With their help, a strategic marketing asset of the organization is formed, as well as an information resource necessary to ensure a more effective work of the appraisal organization in the future.

Service - activity for the production of a product (tangible or intangible), carried out at the request of the client (consumer), together with the client and for the client, with the transfer of the product to the client for the purpose of exchange.

The enterprise should consider the characteristics of the services when creating a marketing program (Figure 1).

Figure 1- Service characteristics

Factors that affect the demand for real estate appraisal services:

· The price of the service;

· The quality of the service provided;

· Consumer preference;

· Consumer income;

· Saturation of the market with services;

· The interest rate on the deposit, which stimulates consumption or accumulation.

An enterprise needs to find its place in the market in order to reveal its own competitiveness. This concept is understood as the competitive position of the enterprise, which is established in the key areas of its work. Competitiveness directly depends on the market share occupied and the level of profitability, the higher they are, the higher the competitiveness of the enterprise and its position in the market. The competitiveness of the services provided by the enterprise largely determines its overall competitiveness in the market.

More than 5,000 appraisal companies operate on the real estate appraisal services market in the Russian Federation, so it is necessary that the quality of their appraisal services be at the appropriate level. Evaluation services have a number of features that determine a specific requirement for marketing and management in the service sector.

In the process of forming motivation for the target segment of consumers of real estate appraisal services, it is necessary to take into account not only the motives that are associated with the service itself, i.e. service, social environment of the enterprise, etc. It is also necessary to take into account the motives associated with the consumption of this service, i.e. preference for the execution of the work by a professional who will perform it faster, better, and maybe cheaper.

In the real estate appraisal services market, information awareness raises the level of many factors, for example, the qualifications of personnel, the location of the enterprise. But, we must remember about such a property of the service as intangibility, that it is difficult to demonstrate and guarantee its quality characteristics.

The most valuable sources of marketing information are activities that make it possible to "materialize" the service, the so-called guarantees. This is because the risk of purchasing a service is perceived to be much higher than the risk of purchasing a product. In addition to the service itself, in the service market, important evaluation parameters are:

· The personnel who provide the service;

· The complexity of the availability of the enterprise;

· The image of the enterprise.

The process of consumption of an appraisal service, due to its specificity, dictates special requirements for the organization of the enterprise's work, which is natural. Marketing-oriented management argues that in planning the activities of an enterprise, the behavior of its consumers is the starting point.

Due to heightened competition in the real estate appraisal services market, it is necessary to take into account the intention and behavior of the target segment of consumers when determining such parameters as:

· schedule;

· Standards and types of services;

· Requirements for personnel;

· Activities of the marketing complex.

Real estate appraisal activities have a specific feature. There are two types of real estate appraisal (Figure 2).

Figure 2 - Types of real estate valuation

The consumption process includes the following stages (Figure 3).

Figure 3 - Service consumption process

This service consumption process applies to all types of services. But, since the market for real estate appraisal services has a certain specificity and type of appraisal, it is necessary to emphasize the difference in the sale of mandatory and proactive appraisal.

The marketing of mandatory valuation is facilitated by the existence of certain government regulations, i.e. imposing the state significance of consumption on real estate appraisal services. In this case, it is necessary to competently present this service to the consumer so that all his requests are satisfied.

As for the sale of proactive assessment, the situation here is a little more complicated, since in this case it is necessary to form the consumer's (client's) desire to make this assessment. It is necessary to arouse the consumer's interest in this real estate appraisal service.

The society of any country in the world is interested in high-quality and reliable information based on uniform standards. The main goal of enterprises that provide real estate appraisal services is the need to create favorable conditions for interaction between different areas of the enterprise, to meet consumer demand, because this is the key to the successful operation of the enterprise.

Difficult economic conditions modern market oblige enterprises to have marketing services in their structure, which play one of the key roles in their activities, since, by conducting market research, they provide the necessary information for making strategic decisions. At the enterprise, the presence of a marketing service is not only a prerequisite for effective work and development, but also a necessary condition for its survival in the market.

Bibliographic reference

Bolshunova A.V., Fangmann G.O. SPECIFICITY OF MARKETING RESEARCH ON THE MARKET OF REAL ESTATE VALUATION SERVICES // International Student Scientific Bulletin. - 2016. - No. 2 .;
URL: http://eduherald.ru/ru/article/view?id=15852 (date of access: 20.04.2019). We bring to your attention the journals published by the "Academy of Natural Sciences"

Introduction

Applications

Bibliography

Introduction

Among the elements of a market economy, a special place is occupied by real estate, which acts as a means of production (land, administrative, industrial, warehouse, commercial and other buildings and premises, as well as other structures) and an item or object of consumption (land plots, residential buildings, summer cottages, apartments, garages). Real estate acts as the basis of personal existence for citizens and serves as a basis for economic activity and development of enterprises and organizations of all forms of ownership. In Russia, the active formation and development of the real estate market is taking place and an increasing number of citizens, enterprises and organizations are participating in real estate transactions.

Real estate is the main subject of discussion in the privatization of state and municipal property, in the lease of non-residential premises, in the purchase and sale of residential premises. A layer of new real estate owners has appeared, both in the field of personal consumption and in many areas of entrepreneurial activity. Formed commercial structures operating in the real estate market.

The activities of domestic and foreign investors are developing, for whom the acquisition of guaranteed rights to use land and the legal protection of their interests is of great importance. Local legislation to regulate real estate began to develop.

In this paper, I will also try to consider various aspects of the choice of housing and what factors are prioritized when choosing a home, what is the "fair price" for housing in the opinion of buyers and some other issues.

The concept of real estate and its types

The term "real estate" appeared in Russia in the 17th century, but nowhere is there a precise definition. According to the Civil Code of the Russian Federation, immovable things (real estate, real estate) include land plots, subsoil plots, isolated water bodies and everything that is firmly connected with land, that is, objects whose movement is impossible without disproportionate damage to their purpose, including forests, perennial plantings, buildings, structures. Immovable property also includes aircraft and sea vessels subject to state registration, inland navigation vessels, and space objects.

Other property may also be classified as immovable by law. For example, an enterprise as a whole as a property complex is also recognized as real estate. According to the Civil Code of the Russian Federation, an enterprise is considered not as a subject, but directly as an object of civil rights. An enterprise as a whole or part of it can be an object of purchase and sale, pledge, lease and other transactions related to the establishment, change and termination of property rights. The company can also be inherited.

TO economic characteristics real estate can be attributed to its rarity (there are no absolutely identical real estate objects); the cost of adjacent land, buildings (for example, the construction of hazardous production); territorial features (a change in territorial preferences can increase the value of real estate without physical changes), purpose (as a rule, it cannot be changed without significant costs).

Real estate falls into three main types: land, housing and non-residential premises.

Depending on the nature of use, real estate is divided into used for housing (houses, cottages, apartments), for commercial activities(hotels, office buildings, shops, etc.), for production purposes (warehouses, factories, factories, etc.), for agricultural (farms, gardens) and special purposes (schools, churches, hospitals, nursery gardens , nursing homes, etc.).

Real estate market: concept, subjects and factors of formation

Market - a way of interaction between buyers and sellers; a set of existing and potential buyers of the product. Real estate is a special commodity, as its characteristics are not characteristic of other commodities. The real estate market is a set of relationships around transactions with real estate (sale, purchase, lease, mortgage, etc.).

The main features of the real estate market are:

· The local nature of the real estate market (reduction in the number of possible transactions due to a specific location);

· The uniqueness of all plots of land (entails a difference in prices);

· Low liquidity of real estate in comparison with other goods (due to the need to involve legal institutions when making transactions);

· Discrepancy between high prices and financial capabilities of buyers, which requires a loan in most cases;

· Spread in prices due to incomplete awareness of sellers and buyers.

According to the functional purpose of objects, the real estate market is divided into 4 main components:

Market of land (land plots),

Housing market,

The market of non-residential premises,

· Industrial real estate market.

You can also highlight the market of unfinished objects and hotel services.

The main subjects of the real estate market along with the owners and users of real estate (which can be individuals and legal entities) are: banks, construction organizations (contractors), real estate firms, law firms, insurance companies, property management committees, bureau of technical inventory, arbitration court, notary offices, tax inspectorates.

In connection with the development of the real estate market, the need arose for appraisal activities. Appraisal activity is the activity of a person (appraiser) subject to licensing, which consists in establishing by him in relation to the appraised object using special rules and methods of the market or other value of real estate.

The development of the real estate market is facilitated by the free transfer of property rights to real estate. It should be noted that according to the Civil Code of the Russian Federation, mandatory notarization of real estate transactions is required. The creation of homeowners' associations (associations of homeowners for the purpose of joint exploitation) has begun.

In general, the formation of the domestic real estate market can be characterized by the following factors:

Macroeconomic instability (it is impossible to foresee regulations, the adoption of which is conditioned by the political situation).

Inflation. On the one hand, investment activity and the development of a normal mortgage lending system are declining, and on the other hand, due to the limited availability of more liquid and profitable areas of investment in real estate, investments are attractive.

Blur legislative framework.

Lack of special services for collecting and analyzing information, which makes the information space opaque.

Low professionalism of participants in the real estate market (little work experience, uncertainty of the legal framework).

Uneven development of segments of the real estate market (the most massive is the housing market).

With the transition of Russia to market relations, real estate is becoming a commodity, and the real estate market is gaining momentum. Uncertainty of ownership of land, inflation and other factors listed above leave an imprint on the development of the Russian real estate market.

Current state of the real estate market in Moscow

Analyzing the dynamics of prices for new buildings in Moscow over the past year, experts note: at the end of 2009, the cost of apartments in new buildings has risen significantly. In general, prices for Moscow new buildings for the year increased by 6.7% in dollar terms and by 14.2% in rubles. By December 2009, the offer price at many properties reached 180 thousand rubles per square meter, and this mark became the highest in the past few years.

The first to be bought were apartments in new buildings of economy class; As practice has shown, small apartments in modern new buildings in Moscow are in high demand, even if we are not talking about the central districts of the capital. Apartments in Marfino and South Tushino, which were offered for sale at a price of 75-100 thousand rubles, found their owners at the stage of building houses. Today such offers, if they are found, are already at a price of more than 100 thousand per square meter. And it is precisely with the "washing out" of the most liquid proposals for new buildings that the experts of the real estate company "NDV-Real Estate" associate the last year's rise in housing prices.

Analysts announced the impending housing shortage at the end of 2008. Today it becomes clear that the forecasts have been confirmed: last year, developers did not enter the market with new projects, but directed all their efforts towards completing the construction of previously started houses. In addition, about 80% of new buildings in Moscow were frozen at the pre-project stage, under the influence of the difficult economic situation.

Q: what should the buyer expect from the market?

The beginning of 2010 was marked by the fact that the signs of a housing shortage became very clear. The volume of commercial and social construction has fallen sharply, and today it is not so easy for buyers to find a vacant apartment in a new building in Moscow in a suitable area. In addition, in Moscow, the reconstruction of old blocks of buildings has practically ceased.

The economic situation has made its own adjustments to the scheme of interaction between the city administration and investors. If earlier the construction of housing for those who are on the waiting list and for the residents of the demolished houses was partly financed by the administration, and partly transferred by investors for the implementation of social programs, now the mechanism has changed. In recent years, investors prefer to pay with money, and the off-budget source of replenishment of the municipal fund, thus, will soon dry up. The finances that come from investors do not have a specific purpose, and very soon the city will have to take over almost 100% of social new buildings in Moscow (whereas before the city's share ranged from 30% to 50% of financing).

In the coming year on capital construction it is planned to spend 204 billion rubles, and only 17% of these funds will be directed to housing programs. The capital's authorities intend to finance the construction of 56 new houses, and the bulk of the apartments in them will be provided to beneficiaries and residents of Khrushchevs, planned for demolition.

Forbes and Expert magazines published ratings of the largest companies in Russia, differing both in the sample size and in the criteria for selecting companies. If the rating of the Expert magazine included ALL the largest companies in Russia, then the Forbes magazine included only those companies whose shares are not represented on the stock market. First of all, these are closed joint stock companies, limited liability companies and groups of companies that conduct a common business and are controlled by a common owner. Within the presented rating Forbes magazine the companies were ranked by revenue received in 2006. Revenue figures were provided by the companies themselves.

According to the Forbes magazine rating, the first place in the field of industrial and infrastructure construction was taken by Globalstroy-engineering, one of the participants in the Sakhalin-2 project, in the field of housing construction - the top three companies were Don-stroy, SU-155 and Glavstroy (which took 2, 3, 4 places in the rating of the Expert magazine, respectively).

The Expert-400 rating includes 22 construction companies and one real estate company - Miel-Nedvizhimost. The Forbes rating includes 19 companies and 3 real estate companies - Miel-Nedvizhimost, Inkom and MIAN.

Metrinfo.Ru survey results

Popular opinion: price is more important than brand

The Internet magazine about real estate Metrinfo.Ru conducted a sociological study on the topic of buying a home on the primary market.

First, the Muscovites were asked: “Imagine, please, the situation that you are going to buy an apartment. Tell me, you:

they would have done everything on their own (they would have found suitable housing, completed the documentation ...);

would use the help of acquaintances or friends;

use the services of a private broker;

would you go to a real estate agency? "

6% of the surveyed Muscovites chose a real estate agency;

3% would buy a new building on their own;

1% would use the help of friends and acquaintances;

% would trust a private broker;

% would have gone “the other way”.

Then the following question was asked: “Imagine that you had to choose: buy housing from a large company with a well-known name, but a little more expensive, or from an unknown one, but cheaper? Which company will you choose? " At the same time, it was clarified that both companies guarantee the buyer the legal purity of the transaction.

4% chose an unknown company;

3% settled on famous company;

2% would have done it differently;

1% found it difficult to answer this question.

Popular opinion: 30-60 thousand rubles. - the price of an available meter

What should be the price of "people's" housing. The Internet magazine about real estate Metrinfo.Ru questioned the residents of Moscow directly about this. A sociological study was conducted and it began with the question: "What should be the cost per square meter in Moscow in order to become affordable for the townspeople?" Several options for this cost were offered to choose from.

The survey results were as follows:

Up to 30 thousand rubles was named by 20% of the respondents;

60 thousand rubles was chosen by 44%;

80 thousand rubles - 31%;

more than 80 thousand rubles - 5%.

Popular opinion: how do discounts affect the buyer's decision?

“Do you think discounts are real savings or tricks of sellers? Or maybe they do not have real economic benefits, but they encourage people to buy? ”- this is such a florid question was asked to people. Well, so that they would not get confused, options for answers were proposed:

Discounts are real savings;

Discounts are sellers' gimmicks;

Discounts have no real economic benefit, but they do encourage people to buy.

% of the respondents (slightly less than half of the survey participants) believe that discounts are tricks of sellers who always and everywhere derive continuous benefit for themselves;

% believe that discounts have no real economic benefit, but, in fact, can become an incentive for a buyer;

% are confident that discounts are real savings;

% have a different opinion;

% found it difficult to answer.

Popular opinion: 6 acres of Moscow region are better than the Turkish coast

Metrinfo.ru magazine conducted a sociological study on this topic. The question was asked: “Imagine, please, the situation - you have a certain amount of money and you have a choice - to buy a house in the Moscow region or for the same money, but housing abroad. What would you prefer? "

2% of respondents would buy a house in the Moscow region (the difference with last year's figure is only 0.5%)

2% - would buy a house abroad;

6% - found it difficult to answer.

Popular opinion: who wants to live on top?

"Would you personally like to live in a high-rise building?" - asked the residents of Moscow.

No - 58% of the respondents answered us;

Yes - said 42% of the respondents.

Then those who would like to live in a high-rise building were asked on which floor they would like to live. It turned out that:

3% are impressed by the height from 1 to 9 floors;

9% - settled on numbers from 10 to 19 floors;

9% - preferred frames from 20 to 29 floors;

9% of respondents chose the range from 30 to 40 floors;

4% agree to live on any floor.

Popular opinion: Muscovites are not ready to change the capital to the Moscow region

To begin with, they asked the general question "Are you satisfied with your living conditions?"

“No” - answered 37.7% of the surveyed townspeople;

"Yes" - say 62.3% of the respondents.

Then came the second question: “Would you agree to exchange (without financial costs) your apartment in Moscow for an apartment with an area twice as large, but in the suburbs? (from 15 to 30 km. from MKAD) ". Let us explain why we chose this very distance from Moscow: in this zone, prices are about half the Moscow prices. Closer to Moscow - the cost increases, and the proposed operation can no longer be carried out.

This is how the survey participants answered this question:

“Definitely yes” - 1.8%;

“More likely yes than no” - 5.3%;

“More likely no than yes” - 17.5%;

“Definitely not” - 75.4%.

Popular opinion: real estate will save money

“Have you heard that during the crisis, apartments in Moscow began to fall in price?” - asked the first question to the survey participants.

No, this is the first time I've heard about it - 55% of the respondents told us.

Yes, I heard - 45% confirmed it.

The next question was: “Earlier (before the crisis) it was considered very profitable to invest in real estate, but now? How do you think?".

Yes, it is profitable, - 56% of the survey participants answered this way;

no, not profitable - said 14%;

found it difficult to answer 30%.

real estate market

“In addition to real estate, people prefer to keep savings in bank accounts from inflation, keep cash, buy jewelry, buy shares in an enterprise. What do you think is the best way? " - Muscovites were asked further. Here's the layout we got:

on a bank account - 27.1% said so;

in real estate - 25.7%;

in corporate shares - 14.3%

in precious metals, stones - 11.4%;

I have no savings - 4.7%;

in cash - 2.9%;

other - 7.1%;

found it difficult to answer - 7.1%.

Results of surveys of students of the Financial Academy (17-19 years old)

50 students were interviewed. 16 questions were asked. And here's the result.

3.What should be the cost per square meter in Moscow to become affordable for citizens? " Several options for this cost were offered to choose from.

· Up to 30 thousand rubles

31-60 thousand rubles

61-80 thousand rubles

· more than 80 thousand rubles

7.If yes, on which floor would you like to live (answers to the question were given only by those who answered positively to the previous one).

· height from 1 to 9 floors;

· From 10 to 19 floors;

· From 20 to 29 floors;

· From 30 to 40 floors;

· "Definitely - yes"

· "Rather yes than no"

· "More likely no than yes"

· "Definitely not"

· on a bank account

In real estate

· in company shares

· I have no savings

· in cash

· Other

· found it difficult to answer

13.Your gender

14.Number of people in the family

15.What will be your priority when buying an apartment

16.Name the construction companies known to you.

Summarizing all of the above, several conclusions can be drawn. Real estate includes objects, the movement of which is impossible without disproportionate damage to their purpose, including forests, perennial plantings, buildings, structures. The real estate market is a set of relationships around transactions with real estate (sale, purchase, lease, mortgage, etc.). The development of the real estate market is facilitated by the free transfer of property rights to real estate. With the transition of Russia to market relations, real estate is becoming a commodity, and the real estate market is gaining momentum. Of course, both market segmentation and product positioning are just tools that are used to achieve the main task - to make the optimal economic decision that brings maximum income to the entrepreneur. Their importance lies primarily in the fact that the physical characteristics (quality) of the created (sold) objects correspond to their economic characteristics (price, income) and the perceptions of consumers of the objects proposed for sale. By 2010, clients began to gradually return to the market: developers began to regulate the market, reducing the volume of construction.

We can also conclude what factors are decisive when buying a home, especially economy class.

Applications

Dear respondent!

Our organization conducts marketing research in order to identify the preferences of buyers in the selection and purchase of cellular real estate. We ask you to take part in the survey and answer the questions posed in the questionnaire. The questionnaire is anonymous, the last name, first name and patronymic should not be indicated.

Thank you in advance for your help!

1.“Imagine, please, the situation that you are going to buy an apartment. Tell me, you:

· they would have done everything on their own (they would have found suitable housing, completed the documentation ...);

· would use the help of acquaintances or friends;

· use the services of a private broker;

· would you go to a real estate agency? "

2.Imagine that you had to choose: buy housing from a large company with a well-known name, but a little more expensive, or from an unknown one, but cheaper? Which company will you choose? " Both companies guarantee the buyer the legal purity of the transaction.

3.What should be the cost per square meter in Moscow to become affordable for citizens? "

· Up to 30 thousand rubles

31-60 thousand rubles

61-80 thousand rubles

· more than 80 thousand rubles

4.“Do you think discounts are real savings or tricks of sellers? Or maybe they have no real economic benefit, but they encourage you to buy? "

· Discounts are real savings;

· Discounts are sellers' gimmicks;

· Discounts have no real economic benefit, but they do provide an incentive to purchase.

.Imagine, please, the situation - you have a certain amount of money and you have a choice - to buy a house in the suburbs or for the same money, but housing abroad. Which one would you prefer?

6."Would you personally like to live in a high-rise building?"

.If so, which floor would you like to live on.

· height from 1 to 9 floors;

· From 10 to 19 floors;

· From 20 to 29 floors;

· From 30 to 40 floors;

· agree to live on any floor.

8.Are you satisfied with your living conditions?

9.Would you agree to exchange (without financial costs) your apartment in Moscow for an apartment with an area twice as large, but in the suburbs? (from 15 to 30 km. from MKAD)

· "Definitely - yes"

· "Rather yes than no"

· "More likely no than yes"

· "Definitely not"

10.Have you heard that during the crisis, apartments in Moscow began to fall in price?

11.Earlier (before the crisis) it was considered very profitable to invest in real estate, but now? How do you think?

.In addition to real estate, people prefer to keep savings in bank accounts from inflation, keep cash, buy jewelry, buy shares in an enterprise. What do you think is the best way?

· on a bank account

In real estate

· in company shares

· in precious metals, stones

· I have no savings

· in cash

· Other

· found it difficult to answer

13.Your gender

14.Number of people in the family

15.What will be your priority when buying an apartment (place the numbers based on the values ​​1 is the most significant, 8 is the least significant):

· Price (how low, or vice versa, high price justifies everything, for example, low justifies possible disadvantages)

· The apartment itself (layout, renovation, if any, purely psychological sensations)

· The view from the windows (how much is it priority, for example, if the apartment suits, the house is not bad, and the view is not a fountain or vice versa, the apartment is average, but the view is super)

· House (house itself, neighbors, entrance)

· Neighborhood (what's around the house, there are all sorts of playgrounds or parks or shops available)

· District (infrastructure, how important is the proximity of kindergartens and schools for children, if you have already decided, for example, with a kindergarten and a school and they suit, ready for the sake of some offer to break off to the other end of the city, where everything is different and you are not guided there + transport accessibility of the center and exits from the city)

· The proximity of the metro (it does not matter if you have a car or not, but suppose you are without it and there is an option to walk to the metro for 10-15 minutes or go by transport)

· The liquidity of the apartment (if, for example, you will probably sell it, now it suits you as an option for you, but how liquid it will be in 5 years)

16.Name the companies known to you in the construction field.

Socio-demographic portrait of respondents

sex% of the total number of husbands 66 wives 34 number of persons in the family 223364445126472

Bibliography

1.GK RF

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Introduction
Marketing research of the real estate market
1.1. Development of marketing research programs
1.2 Regional Marketing in Real Estate Market Research
1.3 Research and analysis of demand in the real estate market
1.4 Segmentation based on the results of marketing research
Real estate pricing management
2.1. Development and implementation of pricing strategies
2.2. Price calculation based on pricing factors of the real estate market
2.3 Costly pricing in the real estate market
2.4. Discount systems in the real estate market
Real estate sales management
3.1. Development of a customer-oriented sales policy
3.2 Managing Distribution Channels
3.3 Organization and Simplification by Sales Structures
3.4 Simplification by Interaction and Motivation of Sales Participants
4.Managing communications in real estate marketing
Marketing communications and tools
4.2. Development and implementation of communication programs
Conclusion
List of used literature

Introduction

Real estate is the basis of the country's national wealth. The state of the real estate market affects the economy of the country as a whole, since the markets for capital, labor, goods and services need premises corresponding to the activities performed.

Real estate purchase and sale, insurance and property disputes, taxation, property leasing, corporatization of enterprises and redistribution of property shares, implementation of investment projects and secured lending - this is a short list of operations that require knowledge of real estate economics. Such operations are widespread, the state of the real estate market affects the economy of the country as a whole, therefore, knowledge of the economy of real estate is necessary both for successful business activities of various types, and in life, in the everyday life of any family and individual citizens.

"Real estate is any property consisting of land, as well as buildings and structures on it."

In Russia, the term "immovable and movable property" first appeared in legislation during the reign of Peter I in the Decree of March 23, 1714 "On the procedure for inheritance in movable and immovable property." Land, land, houses, factories, factories, shops were recognized as real estate. Real estate also included minerals in the ground and various structures, both towering above the ground and built under it, for example: mines, bridges, dams.

In Soviet civil law (Civil Code of the RSFSR - Art. 21, 1922) it was established that in connection with the abolition of private ownership of land, the division of property into movable and immovable was abolished.

In the process of economic reforms in Russia, the division of property into movable and immovable property was reintroduced. Since 1994, according to Art. 130 of the Civil Code of the Russian Federation, “immovable things (real estate, real estate) include land plots, subsoil plots, isolated water bodies and everything that is firmly connected with the land, that is, objects, the movement of which is impossible without disproportionate damage to their purpose, including forests , perennial plantings, buildings, structures. " Real estate also includes aircraft and sea vessels subject to state registration, inland navigation vessels, and space objects.

The definition of real estate in the housing sector is contained in Art. 1 of the Law of the Russian Federation "On the Fundamentals of the Federal Housing Policy", which includes in the composition of such property: land plots and residential buildings with residential and non-residential premises firmly connected with them, household outbuildings, green spaces with a long-term development cycle, residential buildings, apartments, other living quarters in residential buildings and other structures suitable for permanent and temporary residence, structures and elements of the engineering infrastructure of the housing sector.

Items not related to real estate, including money and securities, are recognized as movable property.

1. Marketing research of the real estate market

1.1. Development of marketing research programs

The complex of marketing research includes the sequential implementation of the following activities.

1. Formulation of research objectives - hypotheses regarding the structuring and selection of territorial markets, segments, competition, market reaction to socio-economic processes, drawn up in the process of monitoring the impact of environmental factors on the results of real estate management.
2. Development of a research plan, in the preparation of which methods of their conduct are selected, the type of required information and tools for its collection, data forms, sample size, etc. are determined.
3. Marketing research - directly obtaining the necessary information, processing and studying them.
4. Based on the results obtained, preparation of proposals for improving the optimization of the use of real estate.

• collection and processing of reporting and statistical information on the results of financial and economic activities in the real estate market;
• obtaining expert assessments of the company's personnel - managers and qualified specialists, often used in the practice of identifying problems;
• direct monitoring of the implementation of marketing functions at all levels and stages of real estate management and identification of their shortcomings.

In fig. 1 shows an example of the structure of conducting marketing research of the real estate market to solve the identified problems.

In particular, the scheme provides for the determination and assessment of the current results of the use of real estate objects, the reasons for the insufficient use of their potential, obtaining information for calculating the economic feasibility of possible changes to improve, the development of new segments and sectors. At the same time, the main feature of marketing research is monitoring of the current and forecast future state of the geographic real estate markets.

Table 1 shows the selection of tools for collecting and processing data, depending on the objects under study and subjects of marketing research of the real estate market. When conducting research, it is important to divide information into primary and secondary information.

Table 1

Tools for collecting information in real estate market research

Objects of marketing research and analysis		The main tools for collecting and processing information:
				focus groups	questioning (interviewing)
		own materials and data	secondary sources		retailers of objects	end customers	wholesalers of objects
	Behavior
Competitors
	Recognition
Facilities and services
	Perception
Price (rate)	Valid
	Potential
Sales (distribution)
	Behavior
Market promotion
	Perception

Primary information is formed in the course of marketing research conducted by a participant in the real estate market independently or with the help of specialized marketing agencies and companies based on the study of focus groups, as well as questionnaires of end customers, participants in the sales and distribution system (see Table 1). For marketing analysis, the main is secondary information, structured in some way and obtained from already existing sources:

• external - libraries, the Internet, sectoral and regional printed publications, specialized databases and others, information that must be compared with each other in the collection process;
• internal data and documents collected, accumulated, stored and analyzed in the course of daily activities management company.

1.2. Regional Marketing in Real Estate Market Research

Let's highlight the following main competitive advantages, in the study of which the tools of regional (territorial) marketing are used:

• socio-economic specialization and geographic location of the region;
• infrastructure and attractions of the territory;
• consumers and clients of the territory - population and business clients;
• image of the region - the image of its perception by target groups.

Regional marketing in the study is designed to analyze the current state and opportunities perspective development territorial real estate markets.

The initial component of a territory's marketing research is its relative social, economic, and geographical positioning among other regions and in international sales markets. Based on their study, a forecast is made of how the regions of interest will develop, what will be their sectoral structure of the economy, and, consequently, the structure of the real estate market. Determining the current and expected positioning allows for a comparative analysis of the proportions between the regions, to assess the prospects for the functioning of the company and its facilities in the developed territorial real estate markets, as well as entering new ones.

For a construction company, the natural-geographical and land resources of the region are more important - their availability and cost, as well as transport and personnel, which affect the costs, timing and quality of capital construction.

For the development of residential real estate, the most important are the ecology, social sphere, historical and cultural environment and resource factors that affect the level of yen sales (rental rates) of housing. The industrial and economic development of the region is of decisive importance for projects related to commercial real estate, especially office and warehouse, since they are most dependent on the economic environment.

To study the image of the region, its perception by potential clients in the real estate market, first of all, monitoring of statements of various kinds of public figures, advertising of travel agencies, publications in the media should be involved. Its purpose is to identify characteristics that describe both the current and possible in the future general positioning of the territory in society, business environment, international markets, etc. At the same time, the perception of the region can also be measured quantitatively on the basis of sociological research methods and technologies of semantics. It is carried out by selecting target groups (potential customers), measuring the degree of familiarity among their representatives, the popularity of promising territories and highlighting the most significant criteria for their comparison.

Taking into account the obtained relative importance of the constituent parts of regional attractiveness, a comparative analysis of the competitive advantages of the territories is carried out.

To study the prospects of the regional residential real estate market, it is advisable to study the affordability of housing for the population on the basis of their ability to pay, average income levels for the period, the proposed purchase budget. However, the listed absolute indicators may not be comparable for a comparative analysis of various regional markets on an international scale. In such cases, the attractiveness of the residential real estate market, its individual sectors and segments can be assessed using the relative values ​​of housing affordability indices in different regions - countries, cities, etc.

The higher the index value, the less affordable housing in the region and the higher the demand for its purchase, and vice versa.

1.3. Research and analysis of demand in the real estate market

Analysis of supply and demand in the commercial real estate market. The main characteristics of supply and demand in the real estate market are the areas of the offered premises, including newly built and reconstructed objects, as well as the volumes demanded by clients.

The volume of supply on the real estate rental market () is the sum of the areas of all rented objects () and vacant (vacant) premises () intended for rent:

The value of the supply of rental services for a managed real estate object () is the sum of occupied () and unoccupied () areas in it by tenants. The values ​​of the demand indicators for the rental market and the object (s) are calculated on the basis of the areas occupied by customers in the market () and in a particular building (), as well as the corresponding areas of additionally demanded premises (s) according to the formulas

- for the rental market;

- for a real estate object.

The first priority in marketing analysis is to predict the most likely scenarios for changes in the market rental rate:

• reduction in rent if supply exceeds demand

The calculation of the expected change in the volume of supply on the real estate market () is carried out on the basis of indicators of the areas planned for commissioning of new objects () and buildings subject to demolition and (or) withdrawal from circulation due to refurbishment and re-profiling

() according to the formula:

The total amount of supply on the market by the end of the -th year is equal to the sum of the areas at the end of the previous year () () and objects newly commissioned in the -th year (), minus the areas of premises taken out of rental turnover during the -th year ():

The calculation of the expected value of the change in demand in the rental market () assumes the use of the following relationship:

where is the area of ​​premises in the real estate rental market, which are occupied by clients who first appeared on the market; - areas of premises additionally occupied by current tenants; - the area of ​​the premises planned for release.

For marketing analysis, the market capacity indicator () can be considered as an additional characteristic, calculated by adjusting the actually occupied areas for the period according to the formula:

The indicator can take a negative value if there is insufficient supply of space on the market, "absorbed" by customers in a deficit.

An important parameter of the rental market is the ratio of underutilization of premises by tenants () - the ratio of the areas of vacant premises

() to the total value offered on the market () or its inverse occupancy factor ():

The average market values ​​of these ratios are important in forecasting and comparative analysis of income and rental rates of the property in question in future periods.

Analysis of supply and demand in the residential real estate market. To study the market for the purchase and sale of housing, first of all, it should be analyzed the following types settlement prices.

where is the category of the investigated real estate objects, grouped according to the criterion - type of apartment, class of housing, territorial location of the object, etc.; - unit price of real estate objects in the th group (per unit area); - the share of areas (weight) of the objects of the 1st group in the total area of ​​the entire analyzed real estate: - the total area of ​​the objects of the -th group; - the total area of ​​real estate objects of all groups under consideration.

where is the number of properties sold (offered) at a price below the median; - the number of objects sold (offered) at a price higher than the median.

It follows from the above formulas that it is advisable to use the weighted average price in assessing the unit cost of a unit of housing area, and the median price - the average market value of the entire premises as a whole. In addition, the average price indicator is most suitable for comparative comparison of a wide range of values ​​in the context of various types and types of housing: one-room and multi-room, panel and monolithic, from one to several districts, etc. The median price is applied to a more homogeneous group of real estate objects, which is difficult to structure on additional categories(by area, location).

A detailed study of the dynamics of space and prices in the housing market is proposed to be carried out on the basis of a structural analysis of the supply and demand factor, their causal relationship with the equilibrium price (Fig. 2). As can be seen from the diagram, special attention should be paid to changes in the population's solvency, as well as the availability of housing offered by the seller for target customers, including as a result of targeted state and regional programs, lower mortgage rates, etc.

The volume of built and put into circulation first of all determines the level of supply prices in the housing purchase and sale market. Thus, a decrease in construction sites, including due to restrictions by the regulatory authorities of urban planning activities, affects the volume of areas erected and offered on the market. The increase in the cost of building materials leads to an increase in the cost of construction and, accordingly, the supply prices. With stable or growing demand, these supply factors will in the long run lead to an increase in the yen level in the residential real estate market.

Rice. 2. The structure of supply and demand factors for marketing research.

It is advisable to calculate the current supply in the residential real estate market on the basis of operational monitoring data and research on competitors and their functioning facilities. Determining the expected supply volumes involves the use of additional marketing tools and forecasting technologies that take into account both macroeconomic and microeconomic parameters.

When selecting forecasting tools for the residential real estate market, it is proposed to apply the following approach:

• monitoring of competitors and facility-by-facility calculation of the commissioning of areas for prestigious and large facilities with a high relative market share;
• statistical analysis of the dynamics of past changes and extrapolation of the results obtained for sectors with a low level of consolidation, for example, economy-class housing.

The study of the competitive environment in the housing market is proposed to be carried out on the basis of information about developers - participants in the real estate market, characterizing the turnover of construction, housing sales prices, sales volumes, the number of buyers and market share.

For marketing research of the residential real estate rental market, the key indicator characteristic is the ratio of the rate and the cost of acquiring housing (), calculated by the formula

where is the rental rate in the considered -th segment (type of housing, category of tenants, etc.): - the cost of buying a home.

For current and potential tenants of housing, this indicator allows you to assess how preferable is the rental of housing or its purchase. The greater its value for the type, class of housing, segment under consideration, the less expedient, other things being equal, to rent it, and vice versa.

1.4. Segmentation based on the results of marketing research

At the initial stage of segmentation, a comparative analysis of the characteristics, trends and dynamics of the market, as well as the available, offered, planned services and real estate objects, is carried out using the development grid (Table 2). This method allows you to determine strengths company and its facilities, market prospects. Taking into account the assessment carried out, the expediency of implementing the following options for measures to improve marketing efficiency is determined:

1) deeper market penetration through the use of existing facilities and the provision of services to an existing group of customers;

2) expanding the boundaries of the market by changing the functional purpose of the object and (or) a set of services, for example, renting out the premises of a residential building for office purposes;

3) creation of new services - reconstruction or capital construction of a new existing real estate object, taking into account the changed requirements of current customers;

4) diversification - refusal to focus on a single object and (or) a range of services in favor of expanding the range.

This is followed by the division of customers into groups based on characteristic key differences in their needs, preferences and consumer behavior. Each of the segments identified in this way is formed from current and potential customers who respond in the same way to the same set of marketing incentives. The most common ways to group your customer base are by industry profile, ability to pay, needs, and geography.

The next stage is to assess the attractiveness of each segment, as a result of which the target ones, the most important for the management company, are identified, while simultaneously defining strategic priorities for them. For this, in the process of research, the feasibility of possible ways to penetrate the market under consideration is analyzed.

table 2

Real estate market assessment using a development grid

Real estate markets	Available properties and services		New properties and services
		possible mechanisms for implementing strategies	possible marketing strategies	possible mechanisms for implementing strategies
Existing	1.Deeper market penetration	Reducing prices (rates) for objects and services, increasing advertising costs, improving the distribution system	3. Development of the property of real estate, services	Creation of new real estate objects and development of new services to retain current clients
	2. Expanding the boundaries of the market	Changing the set of services, assignment of objects to attract customers from new target segments	4. Market diversification	Creation of new real estate objects and a complex of services for clients from new segments

The final step of segmentation is a detailed description of the key characteristics of the target segments of the developer company, as well as the objects and services demanded by clients in the real estate market. When compiling it, all previously obtained results of industry analysis, assessments of the state of the competitive environment and the production potential of the real estate market sector, as well as studies of the technical, operational and consumer properties of objects and services are taken into account.

To structure the commercial real estate market, the most common breakdown of clients by their industry profiles, which, in turn, can be further divided by sub-industries. When segmentation by the scale of activity, companies can be grouped based on revenue indicators or their size by number or turnover - small, medium, large.

Particularly in the office real estate sector, clients can be segmented as follows:

1) banks, international and foreign representative offices. those who prefer to own or rent an entire building of a prestigious type (as a corporate symbol), located in a prestigious location - class A;

2) large enterprises interested in offices of business centers of categories A or B located in the city center and provided with a full package of security guarantees, amenities and services;

3) mid-level companies that show the main interest in office space in class B buildings located in the downtown area and with good transport accessibility;

4) small businesses that lease objects of category B and C in "sleeping" areas and on the outskirts of the city, where the rent is significantly lower;

5) industrial firms use office space for administrative and representative activities in buildings close to the main production.

For a detailed study of the target segments, a profile is drawn up, which should include the preferences of a group of clients, the nature of the real estate objects and services they acquire, the fundamental aspects of sales, etc. The obtained results of the analysis of segments and their key features are the basis for the formation of a marketing strategy for market positioning in the markets where the company operates. At this stage, a correlation is made between customer requests and the key factors of the company's success in the context of current and potential customer groups - the strengths of its real estate properties, services and management system. Highlighting competitive advantages allows you to determine the values ​​of indicators that characterize the implementation of the goals in real estate management.

Segmentation of demand based on consumer preferences in the context of classes and formats of objects makes it possible to optimize the amount and structure of income and expenses, taking into account the existing practice of concluding contracts in the market.

At the same time, it is no less important for the management of commercial real estate to take into account the impact on target indicators in the segments of such factors as the choice of an "anchor" tenant in accordance with the concept of the object, the distribution of premises between clients.

Mistakes in the internal placement of anchor and other tenants should be avoided, in particular, the location of anchors on the 1st and the 2nd floors, thus depriving the sellers of related goods located above their income. If it is planned to attract a large department store as an anchor for a shopping center, then it is worth calculating whether there will be enough space for other tenants offering related and additional goods and services. For an anchor tenant, relatively low rates apply.

For segmentation in the residential real estate market, it is possible to use such signs as the degree of customer satisfaction with their living conditions and the availability of purchasing (improving) housing.

Based on the results obtained and processed in this way, districts are grouped in which the demand for new housing will be equal to, lower or higher than the market average, based on the assumption that the respondents seek to buy an apartment in the same place where they currently live.

When assessing the capacity of demand in target segments, as well as its distribution in the context of the company's districts, it is necessary to take into account the absolute characteristics of the districts: the number of residents, population density, average apartment area, etc. This will make it possible to more accurately predict the size and structure of potential demand in the market and determine the company's prospects.

For segmentation of the market based on signs of customers' solvency and the availability of housing for them, it is possible to use preferences in the choice of forms of payment: at the expense of their own funds, through participation in shared construction, with the help of savings schemes in housing cooperatives and partnerships, as well as through mortgage loans, both for construction, and for the purchase of finished housing, etc.

2. Management of pricing in the real estate market

2.1. Development and implementation of pricing strategies

Strategic pricing in property management. In pricing, the following main types of pricing strategies are distinguished, depending on the ratio of the established yen to the average market value:

1) premium pricing or - "skimming", which include setting high prices for innovative and prestigious properties and services in the real estate market, the strategy of graduated premiums (consecutive price reductions) and the "price umbrella";

2) neutral pricing - following the leader, focusing on market and competitor prices, product differentiation (real estate and services), market segmentation strategy and minimum sufficient profit;

3) price breakout or “down price” strategies - cost leader, unprofitable leadership.

Breakout strategies are characterized by setting prices at a level perceived by clients as low or moderate in comparison to the economic value of the proposed property or service in the real estate market. They are used to increase the market share of a company and its sales, which leads to an increase in total gross profit even at a small rate in unit price.

The premium pricing strategy is characterized by the formation of prices that are inflated in relation to the value of the goods estimated by the buyer. This imbalance provides a profit on sales at prices that include a premium for the most complete satisfaction of the needs of a narrow group of buyers. With neutral pricing, the price offered by the seller is adequate to the price-value ratio expected in the target segment of the real estate market.

Differences in pricing strategies are determined not by the cost value of prices for an object and services in the real estate market, but by their perception by current and potential customers in general comparison with the offers of other market participants. For example, rental rates for first-class office space in the Russian market can be high in absolute terms and at the same time be low for foreign companies relative to the international level for renting similar premises. Therefore, setting high rates for these target customers will be the result of a price breakout strategy, not skimming the cream.

The formation and implementation of an effective comprehensive pricing policy in the real estate market should be divided into the following blocks.

1. Development of a set of pricing strategies, taking into account the stage of the life cycle of an object in the real estate market, as well as:

The result of research and analysis of the preferences of target segments, assessment of the willingness to pay more (or less) for the proposed object;

Amounts and structures of costs that must be covered at a fixed price for an object;

Competitive environment - possible actions of competitors in terms of price offers in target real estate markets.

2. Price management for services and real estate objects based on mechanisms for its determination and adaptation.

This approach presupposes the achievement and development of not only short-term, but also long-term competitive advantages. It is from the standpoint of the pricing strategy that the validity of the applied prices is analyzed in terms of what the result will be and how much it corresponds to the goals of the management company (real estate seller). For example, a developer lowering prices for their real estate objects to actively attract additional clients allows them to increase revenue in the short term. However, a possible price war provoked by this decline in the medium and long term will lead to unprofitableness if the developer's costs are higher than the industry average.

Such negative consequences can be avoided by assessing the competitive conditions in the target markets, as well as the consumer value of the property. In conditions perfect competition when the share of each of the participants does not exceed 1-2%, it is most expedient to set the rate based on the average market level. At monopolistic competition rents can maximize profits in already captured segments or be lower than cost during the period of penetration into new market niches.

The oligopolistic real estate market is characterized by the largest range of possible pricing strategies with a focus on competitors. If the management company is among the leaders, then the rate can be set at the level that provides the maximum current profit, taking into account the residual demand. The follower company, in turn, in pricing has to focus on the rates of the leaders with their adjustment for the quality of services, technical, operational and consumer properties of the real estate object, etc.

Marketing analysis and research of customer preferences allow you to set a price in the real estate market, depending on their perception of the economic value of the object. To determine the most probable consumer behavior on their basis, the corresponding elasticity indicators are used, which characterize the growth or decrease in the volume of demand when the market price or incomes of buyers (tenants) of real estate changes.

The price elasticity of demand () reflects the degree of impact of an increase or decrease in price () on the quantitative characteristics of demand (), calculated using the following formula:

where is the base (initial) value of the volume of demand; - base (initial) price value.

For a residential real estate developer, the elasticity condition is expressed in the following. that a decrease in the price of apartments for sale with a price-elastic demand () allows an increase in revenue, and with an inelastic demand () - will lead to a decrease in income.

The income elasticity of demand is determined by the formula

where is the average (in the interval) amount of income of current and potential customers; - the amount of income growth for current and potential customers.

Accounting in the pricing of the stage of the life cycle of real estate consists in setting a price (rate) that provides an optimal ratio of revenue, profit, market share, etc. at the current technical and economic parameters of the facility. In the course of its exploitation, rates are brought to the average market values ​​of the level. During a recession, it is necessary to maintain such a level of rates that allows you to retain tenant clients, reduce the share of vacant space to a minimum, and achieve break-even services.

The main goal of the premium pricing strategy is to obtain the highest level of profitability by reducing the volume of services (space) in the real estate market by the seller and setting prices that are extremely high, but acceptable for target customers.

Most often, premium pricing is implemented in the form of a “skimming” strategy for the sale of innovative and (or) prestigious products - real estate and services, for example: elite housing, “smart” houses (smart buildings), a country cottage, etc. The feasibility of its application is assessed based on the value of the break-even indicator of sales (sales) when the price changes (), calculated by the formula:

where is the price change, indicated taking into account the sign: "+" - when the price increases and "-" - when it decreases; - specific gain, the share of profit in the price of goods (services).

The possibility and efficiency of using “skimming” strategies is also determined by the presence of the following basic conditions:

1) the uniqueness and (or) high status of the sold object in the real estate market, which clients attach special importance to and for which they are willing to pay an increased premium price;

2) a significant share of incremental - variable and conditionally fixed - costs in the general structure of costs for the creation, operation and use of a real estate object, in which even a small bonus premium leads to a significant increase in profits.

To successfully implement the “skimming” strategy, the company must also ensure and maximize the use of barriers to protect the captured market segment from competitors: patents, permits and licenses, ownership of the best distribution channels, access to limited resources, the reputation of the company, its facilities and services, economies of scale ...

Maintaining prices at a given maximum level becomes more difficult as the effectiveness of barriers decreases and competitors master the technologies for producing similar objects, and the cost structure improves. This trend is typical for durable goods, therefore, it is also true for real estate objects with a significant life cycle. In such conditions, the strategy of step-wise premiums is advisable, when the price is determined by a discretely decreasing premium markup, which makes it possible to ensure the greatest overall gain for the seller - an additional increase in sales and the conquest of new sectors with each subsequent revision of prices (rates).

The premium pricing mechanisms include the “price umbrella” strategy, in which the leading company forms prices with increased profitability in a certain segment of the real estate market - “opens an umbrella” over it. An additional price premium is formed not so much due to the characteristics of the objects, but due to the strong market, close to monopolistic positions of the company - many years of experience, the established image, customer loyalty.

This strategy can be implemented in the following cases.

1. Concentration of efforts on capturing the most attractive sector of the real estate market and creating a base for market expansion, which allows you to properly structure the volume of investments in the necessary marketing programs.

2. A gradual increase in the production capacity of objects and services as it penetrates into broader segments of the real estate market, allowing:

Improve the efficiency of supply chain operations through the experience gained at small scale;

To use monetary resources from the sale of real estate and services in previously developed segments to expand financial and economic activities;

Minimize the risk of death financial resources in excess production capacity with an erroneous estimate of capacity and attractive and segment.

Breakthrough strategies are applied by a new entrant or player seeking to further strengthen their position by expanding their client base in the real estate market by selling properties not at the highest possible price. The most common pricing mechanisms of this type are:

Leadership in costs, due to low costs in comparison with the main competitors for the production, promotion and sale of objects on the real estate market, when the likelihood of the beginning of price competition (price war) is excluded, since its outcome is obvious to all market participants;

Unprofitable leadership, when the price of a basic service, such as real estate lease, is set below cost, and the sale of other related services to customers is carried out at increased penalties.

The main condition for the expediency and effectiveness of the above strategies is the presence of a large circle of clients who are ready to immediately switch to a company that has assigned a relatively low price for the object, since the reaction to the difference will not necessarily be prompt and in line with the seller's expectations. As a result, the use of a price reduction strategy is unreasonable in segments with a high level of income - tenants and buyers of elite housing, country cottages, etc. In such a situation, an attempt to expand these segments by lowering prices will most likely lead to the loss of existing customers, for whom the fact that their purchase is available only to a select few is important - with a high level of solvency and extraordinary taste.

In terms of cost structure, the success of price breakout strategies is higher when incremental costs account for a smaller share and unit gains are high. Consequently, even a small increase in customers and sales will lead to a noticeable increase in total revenue.

If the real estate object has a low value of the specific gain, then the price reduction is justified with a simultaneous significant reduction in variable costs, which will preserve the seller's gain. As a result of the above, price breakout strategies are often initiated by a participant in the real estate market when its competitors cannot or do not want to respond to symmetric measures for one of the following reasons:

• significant superiority of the initiator in the possibilities of reducing costs or in the amount of available financial resources;
• insignificant market share and scale of activity of the initiator company, the results of the change will affect small segments that are not tangible for large players;
• highly elastic demand and low customer loyalty, when the policy of low prices leads to a general expansion of the boundaries of the target market, as a result of which all participants will not lose if they follow the decline in prices.

At the same time, the price break as a tool of competition is justified and even preferable when the company expects increased competition from new entrants. In this case, lower prices and a sharp increase in sales will provide a significant reduction in unit fixed costs. This will lead to the erection of an entry barrier due to economies of scale, to overcome which competitors need to have more efficient production and management technologies or start immediately providing services in volumes greater than those already achieved by other companies in this market.

The essence of neutral pricing lies in refusing to use the yen as a tool to increase the captured sector of the real estate market or in preventing foam from in any way influencing its decline. Its main types are:

1) the strategy of following the leader, most typical for a monopolistic or oligopolistic market, when its main participants set prices based on the level of prices dictated by the leader, rental rates;

2) a strategy of focusing on the prices of the market and competitors, when price decisions are based on the average market level of the real estate market;

3) the strategy of the minimum sufficient profit, which in its essence is close to the previous strategy, however, it involves adjusting the price taking into account the minimum required (target) level of profitability;

4) product differentiation, when an object is offered that differs in its characteristics from competitors 'analogues, and thus additional sales volumes in yen are achieved, comparable to competitors' offers;

5) segmentation strategy - promotion of a line of objects in various segments of the real estate market due to their differences in consumer properties.

2.2. Price calculation based on pricing factors

real estate market

The calculation of prices and rates in the real estate market using pricing factors is based on the results of research and analysis of requests and customer preferences. As factors of pricing, criteria are selected that take into account, first of all, the following main features of real estate:

The complexity of the elemental structure of the object;

Immobility of an object in space, its binding to a specific geographic coordinate system;

The duration of the process of creating an object and its subsequent use;

The complexity of the registration of the transfer of ownership of the object;

The amount of transaction costs when concluding transactions with an object.

Table 3. an example of a grouping of basic physical, legal, economic and social price characteristics is given, which most significantly affects the correspondence of the value of the real estate object under consideration to the requirements of its potential buyers and tenants.

The setting of prices in the real estate market based on pricing factors is carried out through the selection of key features according to the degree of influence on the consumer and economic properties of the object. Their importance is primarily determined by taking into account the market segment, functional purpose and type of property. At the same time, the key assumption is that the value of a real estate object of the type under consideration for clients is determined only by economic interests and laws, the value of which can be estimated if the following conditions are met:

The usefulness of the object as a blat, satisfying the needs of a person, society, business entities, etc.;

Limited supply of real estate as an economic resource for the life of a person and society, as well as economic entities;

The presence of effective demand;

The possibility of transferring ownership or other right that determines the legal status of real estate from the owner of this right to another person as a potential buyer of the property.

Table 3.

The main pricing factors in the real estate market

	Groups of pricing factors
	physical	legal	economic	social
Local	Physical characteristics of the object	Completeness of rights and encumbrances on the object	Availability of substitute products	The prestige of the area
	Communication security of the site	Reliability of guarantees of property rights	Rent and cost level	Crime level
	Distance from business centers	Restrictions on the use of the object	Number of buyers (tenants)	The number and structure of families, economic entities
	Distance from recreational areas	Complexity of registration of rights, conclusion and registration of an agreement	The state of alternative markets	Social structure of the population
	Distance from highways	Territory zoning rules	The level and dynamics of household income	Conditions for migration
	Landscape and type of building	Political risks	Subsidies, benefits, targeted finance	Tastes and traditions of the population
	Ecological state	Market regulation	Availability of financial resources	Population density
	The likelihood of natural and man-made disasters	Restrictions on rights for foreigners	Inflationary expectations	Educational level of the population
Global	Climate features	Tax regime and benefits	The level and pace of business development	Population

The economic value of an object on the real estate market is the maximum price for the client, which he is willing to pay for receiving the corresponding benefit. When calculating it, rational consumer behavior is assumed, an objective perception of the advantages and disadvantages of the proposed purchase based on a comparison of transaction alternatives for similar real estate objects.

The price of a property is calculated as the economic value of the best alternative in terms of consumer properties available to the target buyer, adjusted for its positive and negative differences from the optimal option, according to the formula:

Price = Economic Value + Positive - Negative

the best object (service) value of distinction value of distinction

In accordance with the significance of the pricing factors, as well as their groups, the total integral economic value is calculated

() for each th object by the formula

where is the value of the th pricing factor; - the significance of the th factor in the overall value of the th group of pricing factors; - the significance of the th group of pricing factors in the overall value of the economic value for the tenant.

The level of the rental rate acceptable for the target client () for each object is determined based on the price of indifference - the rent of the best () and its amendments using the corresponding deviations of the economic value of the objects () from the value of the "ideal" () by the formula:

The probability of renting premises by a specific tenant is the higher, the lower the rate is relative to the level acceptable to the client. However, the lessor can apply the results obtained not only for setting the fee, but also for analyzing the possibility of its change by comparing the ratios "price - value - pricing factors".

2.3. Costly pricing in the real estate market

Cost pricing is based on the application of production costs and the desired profit from the sale of properties in the real estate market. The price is the sum of the following elements:

* direct production costs directly related to the creation, operation and sale of the property, per unit area;

* the average specific value of indirect (overhead) costs associated with the organization of management processes of the company as a whole;

* the specific profit of the size of the panenka on the cost price.

Cost pricing involves the use of the results of the analysis of the amount, types and structure of costs according to accounting and financial accounting data, as well as regulatory and internal administrative documents governing the cost calculation algorithm and the amount of margins.

The following technologies of costly pricing are distinguished.

1. Average costs of the company plus profit - the establishment of a margin in absolute or percentage terms to the cost of production per unit area.

2. Assigning a price that ensures the target values ​​of the recoupment of costs and expenses for the creation and operation of the real estate object.

3. Price calculation based on break-even - the price (rental rate) of the property, at which the required amount of gross profit is formed.

2.4. Discount systems on the real estate market

Discounts, which, by their commercial nature and depending on the source of formation, can be divided into two main types:

1) planned discounts, which are formed at the expense of the total amount of management (overhead, indirect, indirect) costs;

2) tactical discounts, the source of which is profit, and the purpose is to create additional price incentives for customers by directly reducing the price of the object.

Scheduled discounts include the organization of advertising by the developer under construction residential complex with indication of real estate agencies where you can buy apartments. Thus, the developer saves the money of its sales intermediaries for marketing and promotion of the object, which by its economic nature is tantamount to providing an additional discount, which in the future can be expressed in a decrease in the amount of agency fees.

Tactical Discounts Provide Decrease real price the acquisition of properties in the real estate market, which leads to an increase in the gain of the purchase value for the client. Let us consider in detail discounts as the most interesting tool for price adaptation, their possibilities and limitations in real estate marketing, as well as methods for analyzing and assessing the feasibility and effectiveness of use.

Discounts for a large volume of purchases are a measure of reducing the sales price, which is guaranteed to the buyer in the event of a one-time purchase of objects in a volume equal to or exceeding a certain amount.

The discount can be expressed in the following forms:

Percentage of reduction from the nominal (sticker) price;

The number of units (space, number of premises, services, etc.) that can be obtained by the buyer free of charge or at a reduced price;

An amount refunded to the customer free of charge or credited against future purchases.

The introduction of simple discounts is aimed at stimulating the purchase of as many services as possible. Their upper limit is the amount of the seller's savings with an increase in a single order. The most justified application of this type of discounts in those sectors of the real estate market, where the main goal of the seller will be to maximize gross revenue or profit in a particular transaction, and the buyer - to minimize the unit price.

When the system of simple discounts does not bring the expected result, it is required to study the possibility of introducing cumulative (cumulative) discounts - a decrease in the sales price guaranteed if a client purchases objects over a certain period of time over a certain limit and applies to the volume in excess of it. The basis for differentiating discounts can be the parameters of the client's purchases on a cumulative total - the accumulated quantity or the total cost of the real estate premises and (or) service units sold to him.

Possible advantages of such a discount system for a property management company would be:

Redistribution of the structure of occupied space as a result of encouraging tenants to move to a group that allows them to get discounts or increase their value;

Increasing or maintaining the volume of sales due to additional incentives for the transition of current tenants to the next category - the hiring of additional space due to a decrease in the cost of each subsequent square meter.

To retain customers, the establishment of cumulative discounts must be made in relation to the amount of lease payments from the moment of the conclusion of the contract.

Additional conditions for the expediency of applying cumulative discounts with their differentiation by the total volume of customer payments are:

1) a significant share of free space that is not of interest to current customers, as a result of which marketing should be focused and concentrated on attracting new ones, implying medium and long-term cooperation;

2) the need to maintain a market share while reducing the competitiveness of real estate and services, as well as aggressive actions by competitors;

3) implementation of a strategy for expanding market share in the presence of a sufficient resource, production base and reserves for reducing profits from the sale of real estate and services.

A discount for an off-season purchase is used when organizing the sale of objects and services in the real estate market with pronounced seasonal differences in demand and (or) supply. Discounts for out-of-season purchase are provided in case of purchase of a property before the beginning of the period of the year for which they are intended or in which they are intensively purchased. Let's highlight the following main seasonal fluctuations in the real estate market.

1. Decrease in the volume of transactions in the market for the purchase and sale of economy and business class housing in the summer and a significant revival of buyers in the autumn.

2. Changes in demand in the market for short-term rental of hotels, rooms, resorts, entertainment centers, profitable apartments, etc. in line with the ups and downs of tourist activity.

3. Increase in demand for rental services of suburban real estate: holiday homes, cottages, summer cottages, etc. on weekends and holidays, spring and summer, as well as its decline on weekdays and the cold season.

Accordingly, the meaning of seasonal discounts in the real estate market is to encourage clients to conclude a deal and pay for it before the start of the active sales period, at the very beginning or even out of season. Such incentives allow the seller to ensure the required asset turnover, occupancy rates, and to smooth out seasonal fluctuations in the utilization of production areas.

The main purpose of using discounts for accelerated payment is to minimize the maturity and volume of accounts receivable and, as a result, accelerate the turnover of funds. The mechanism of their application is to reduce the selling price if the buyer of real estate pays for the purchased object earlier than the period established by the contractual relationship. In part, this tool can be more attributed not only to pricing, but also to the field of financial management. As a result, it seems necessary to jointly develop the main parameters and conditions of the discount by representatives of marketing, financial and economic services:

The quantitative value of the discount, which, as a rule, is expressed as a percentage reduction from the initial price level;

The discount period during which the buyer of the property has the opportunity to take advantage of the discount received;

The deadline for payment under the contract, in which the entire amount of debt for the purchased property must be paid, if the client does not exercise the right to receive a discount.

When determining the above elements of the discount, it is important to take into account the influence of the following parameters not only of the real estate market, but also of the financial market:

1) the level of discounts prevailing in the target segment of the real estate market;

2) bank interest on loans to replenish working capital;

3) the possible alternative profitability of placing free funds.

The main competitive advantages provided to the seller of objects in the real estate market by discounts for faster payment:

Reducing the timing of receipt of funds to the current accounts and cashier of the enterprise, improving the structure of the balance sheet, indicators of liquidity, solvency, creditworthiness and, accordingly, the value of the company;

Minimizing credit risks associated with accounts receivable, improving the quality and reliability of financial planning;

Reducing the costs of organizing and carrying out activities for accounting, monitoring, collection and repayment of accounts receivable from buyers.

A discount for refusing goods and services of competitors is provided to the client if he signs an exclusive purchase agreement from only one seller of objects in the real estate market. As an example, we can cite the following forms of incentives provided by the developer for real estate agents for refusing to promote, sell objects of competitors:

Guaranteed reduced apartment prices and (or) increased agency fees;

Introduction of an additional bonus for each sold area unit;

Establishing a flexible schedule for home sales;

Providing additional benefits for commodity lending - payment by installments for sold real estate.

Discount for regular and VIP clients is the assignment of a special price to clients in the real estate market if they meet one or more of the following conditions:

Regular purchases from one seller of services over a long period;

The regularity of consumption and customer loyalty can be assessed using the total volume of all his purchases on a cumulative basis. In the real estate rental market, the criterion may be the amount of lease payments from the date of signing the contract, upon reaching which the client gets the opportunity to discounts on related services. The peculiarity of this incentive mechanism is that. that discounts can be set on a purely individual basis and issued, for example, in the form of membership or customer cards.

Discounts on comprehensive service imply a reduction in the initial price of the property if it is purchased together with other services of this seller. This type of discount is most appropriate when there is a wide range of complementary real estate objects and services, which allows you to stimulate the purchase of several of them at once. At the same time, the main sign of the inclusion of a service in the lineup of those promoted on the real estate market is its demand on the part of current and potential customers.

3. Sales management in the real estate market

3.1. Development of a customer-oriented sales policy

The basis for effective sales in the real estate market is the application of a sales strategy that determines the mechanisms for the sale of objects and services. The algorithm for its development and implementation involves the sequential implementation of the following activities:

1) development of goals and objectives for promoting objects and services to be achieved in target segments and sectors of the real estate market;

2) selection of distribution channels and sales structures, the use of which will ensure the achievement of the set sales goals;

3) organization and management of the interaction of participants in the sales system.

The formation of the goals of the sales policy is carried out in accordance with the general, marketing and price goals of the company.

3.2. Distribution channel management

Distribution channels are the basis for the sale of objects and services in the real estate market, the selection and management of which are carried out by sequentially determining the following organizational components:

1) sales method - direct (single-level) or indirect (multi-level) with the involvement of partners and professional intermediaries;

2) intensity (coverage) of distribution - exclusive, selective, intensive:

3) the way to promote objects and services on the market - "pushing" or "pulling in";

4) principles and mechanisms for managing sales structures - on a competitive or coordinated basis.

The choice of the most appropriate way of selling in the real estate market must be carried out taking into account their main characteristics - advantages, disadvantages, tools and technologies used - for their suitability and applicability in target market segments.

It is advisable to use the direct sales method when promoting a whole range of basic and additional services in the real estate market, offering unique objects, the demand for which is individual, specific, or when they are in demand by a single number of clients.

At the same time, the direct sales method is the only one possible on the market for the purchase and sale and lease of mansions - monuments of culture and architecture, penthouses.

The characteristic of the distribution channel - intensity or density (width) depends on the number of intermediaries at each of its levels and can vary as follows:

1) exclusive distribution - deliberate limitation of the number of participants selling real estate objects;

2) selective distribution, in which the right to sell objects and services on the real estate market is granted on a selective basis;

3) intensive distribution - the involvement of the seller of real estate objects in the sales system of the maximum number of participants, without making any fundamental differences between them.

The next important aspect the introduction and use of an indirect distribution channel is the selection of a way to promote the property from the seller to the intermediaries and then to the end customers. Three options are possible here:

... "Pushing" the real estate object and services means that the seller will concentrate efforts on the intermediaries themselves through the construction and coordination of sales structures, motivation of its participants;

... “Pulling in” a real estate object and services presupposes the priority of impacts on end customers, the formation of a favorable perception of the image, brand, for example, through direct advertising messages “ask the city's real estate agencies”, which will interest buyers and realtors, “pulling” the developer's real estate into the sales channel;

A mixed solution combines both approaches with an optimal balance of sales costs - financial, time, labor, material, etc.

3.3. Organization and simplification by sales structures

Effective management of sales structures in the real estate market presupposes a priority analysis of the advantages and disadvantages of possible options for organizing the structures of distribution channels, the nature of their relationship with end customers, the seller and with each other. By evaluating these parameters, sales structures are divided into two main groups:

1) conventional (traditional, competing) structures, consisting of competing participants in a sales network or distribution channels;

2) coordinated (vertical marketing) structures - they are based on cooperation between several levels of the channel, acting as a single system.

The use of conventional structures is advisable for the accelerated exit and promotion of a company, its facilities and services with a simultaneous wide coverage of all target segments and sectors of the real estate market. Such structures are characterized by the following possible types of competitive relations between sales participants - horizontal, vertical, as well as competition between sales channels.

Horizontal competition reflects relations between companies of the same type, located at the same level of the distribution system, which compete among themselves both for sellers of real estate objects on the market and for clients - buyers, tenants. The use of this type of rivalry allows the seller with the lowest costs and in the shortest possible time to bring the object to the end client, especially with a narrow specialization of intermediaries in the promotion of real estate of one functional purpose, in one territorial market, target segment or sector.

Vertical competition involves competition between intermediaries located at different levels of the same distribution channel. This situation is created due to the intersection of sales functions, when members of lower levels provide services typical for intermediaries who are closer to the seller of the property, and vice versa. As an example, we can cite the relationship between a realtor and a broker, who, in addition to executing and processing transactions on behalf of the realtor, independently finds clients and, as part of an additional service, concludes sales and purchase agreements with them. The feasibility of using this type of competition may be due to the need to increase the number and expand the range of services for end customers in the real estate market and to stimulate the subsequent improvement in the quality of their service.

Competition between sales channels occurs between individual sales channels as a whole.

Coordinated vertical sales structures are more focused on providing a wide range of services in the real estate market and increasing customer satisfaction. There are three forms of their organization, depending on the nature of the integration:

• corporate (integrated) structures, where the processes of creating and selling objects and services in the real estate market are managed by a single center, for example, an investment and construction holding company - a rallying under the leadership of a management company of developer companies, realtors, banks, financial and insurance organizations, etc. ;
• controlled (controlled) structures, when the production of real estate objects, their sale is coordinated not due to belonging to one owner, but due to the size or business reputation, brand awareness, etc. one of the members of the association, which is typical for monopolistic and oligopolistic types of markets;
• contractual structures - a set of independent participants in the distribution channel, connected by contractual relations, in which the rights and obligations of the parties are defined in detail, which allows them to coordinate their actions to obtain greater commercial results than could be achieved alone. In turn, contractual structures are additionally divided into voluntary, cooperative, franchise networks.

Voluntary networks are organized by the association of one major intermediary under one umbrella of smaller ones: in the form of unions, associations or guilds. The initiator is developing a special program for potential participants to standardize commercial practices, create and improve infrastructure to reduce the overall cost of providing services in the real estate market.

Cooperative networks represent the formation of a new economic entity by professional intermediaries with the transfer of wholesale and sometimes production operations to it. Through such an entity, joint wholesale purchases of space can be carried out, general advertising campaigns can be carried out, etc. The resulting total profit from the resale of objects and services in the real estate market is divided between the participants in proportion to their share in joint activities.

Franchise networks are a form of cooperation in which one firm grants another the right to sell objects in a certain territorial real estate market, subject to the agreed rules and under the franchiser's trademark. The obligation of the franchisee is to pay a lump sum of the initial amount, and then regularly deduct a percentage or a fixed amount from their sales. The basis for creating this type of vertical structures is obtaining from the franchiser the rights to use the promoted brand and the constant support of franchisees who are less known in the real estate market and (or) have a relatively small scale of intermediary activity.

3.4. Simplification by interaction and motivation of sales participants

Selection of applicants and participants in the sales system. The organization of the involvement of intermediaries in the sales structure includes the following main stages: development and implementation of criteria in the selection and assessment of candidates, involvement in cooperation.

The set of criteria depends on the intended nature and intensity of the distribution, as well as the planned sales instruments. The higher the selectivity of the sales policy of the seller of services in the real estate market, the more evaluative features it is advisable to highlight and the more stringent their normalized values ​​should be. As a basis for determining the criteria, it is advisable to use the characteristics of the clients of the object, a participant in the real estate market.

Let's list the main requirements on the basis of which it is recommended to select the criteria and which the intermediary in the sale of the real estate market must satisfy:

1) provide access to target sectors and market segments for the seller;

2) contribute to the achievement of the required volume of sales of objects;

3) provide services on time and with the quality required by the seller and end customers: buyers, tenants, etc .;

4) have sufficient qualifications of their personnel in the promotion and sale;

5) have a stable financial position and a positive business reputation, as well as not have negative assessments of their activities, for example, violations of contractual relations;

6) strive for long-term cooperation, not depend on the competitors of the seller, and also intend to act in the future as a partner, but not a competitor.

The use of intermediaries for cooperation is a two-way process, when it is necessary to take into account that potential participants in the distribution channel also present their requirements to the seller, as a result of which he will have to convince them of his attractiveness as a partner, present himself and his real estate in the most favorable light.

Technologies of motivation and control of sales participants. Involvement of professional intermediaries of the sales system, their motivation, as well as control of the results of joint activities with the seller in the real estate market presuppose the continuous implementation of the following set of measures:

1) monitoring, receiving and processing data on the needs and requests of existing and potential sales participants;

2) assessment, analysis and selection of the advantages of cooperation with the seller, which are the most interesting and attractive for both current participants and the candidates under consideration;

3) development and application of targeted tools to motivate sales participants, taking into account their needs and the capabilities of the selling company;

4) collection of reporting data on sales activities of intermediaries and analysis of their effectiveness for the subsequent assessment of the feasibility of continuing cooperation.

Data on the activities of intermediaries should sufficiently reflect the quality of the fulfillment of the sales objectives set in the reporting period:

Achievement of the set benchmarks - the number of objects sold, services rendered, clients served, leased space, etc .;

The admissibility of current sales costs, for example, the average annual amount of agency fees, bonuses;

The effectiveness of the intermediary's incentive tools is the share of the seller's regular customers served by him, the percentage of contracts on the terms of a deferred payment by the developer.

4. Communication management in real estate marketing

4.1. Marketing communications and tools

Within the framework of a unified communication policy, marketing communications should be aimed at reaching out to the target audience through messages that create customer and community loyalty to a participant in the real estate market, i.e. informing, persuading or reminding about its activities, objects and services. This presupposes the use of such marketing tools, forms and techniques that will allow creating and promoting in target audiences - clients and reference groups, intermediaries, partners and others - the necessary, desired image of the company, its real estate objects and services provided.

Consider the characteristics of the main marketing communications and the conditions for their use in the real estate market in the information support of positioning, segmentation, pricing and distribution strategies:

1) advertising - non-personal communications intended for an indefinite circle of phony, carried out through paid means of disseminating information with a clearly indicated source of funding - the advertiser - to form and maintain interest in him, his real estate objects, services, and their acquisition;

2) sales promotion - a set of incentive measures and techniques, usually of a short-term nature, aimed at encouraging the purchase (sale) of objects and services offered in the real estate market;

3) personal sales - contacts based on the oral presentation of the real estate object, services in the process of communication with a potential client to conclude a sale and purchase transaction, lease, etc .;

4) public relations management - a tool that uses various forms of communication to identify common ideas or interests, maintain friendly relations between a participant in the real estate market and the public, achieve mutual understanding based on trust, knowledge and full awareness.

The selection of the communications most appropriate to the goals of real estate management is primarily determined by the target audience and the subjects of marketing influence to which the information will be addressed. Customer segmentation tools can be used to structure, define and describe.

The following advertising tools can be used to promote the listed information messages:

A feature of PR technologies is the purposeful creation and maintenance of a positive image by a participant in the real estate market, as well as its objects, services and brand. The choice of information appeal and its carriers is carried out taking into account the tasks set, the main target audience and objects in relation to which it is planned to form a public attitude.

4. 2. Development and implementation of communication programs

The basis for successful promotion of a company's brand, its facilities and services on the real estate market based on communication programs is the creative concept of a PR campaign. It involves the creation by a participant of the real estate market or the determination of the optimal use case for the following elements:

Individual name of the promoted real estate object, services;

Company logo and real estate object;

Slogan - the motto of the company's promotion.

These components of the concept must harmoniously correspond to the mission of the company, its positioning in the real estate market, the specifics of the activity to the marketing policy. At the same time, when drawing up communication programs, it is important to change their targets as the object moves from one stage of the life cycle to another.

In achieving these goals, it is important to determine the size of the audience that should be covered when implementing communication programs.

The final step in the development of communication programs is the formation of a promotion budget, which can be drawn up in various ways. The best is the method in which specific tools, volumes and timing of activities are determined for a set of goals and objectives of the communication policy, after which the planned cost of the program is calculated. However, this is a laborious method, moreover, it is rational only in the absence of restrictions on the allocation of budget funds for communication programs.

As a result, the complex of marketing communications is often developed within the approved value of the promotion budget. The easiest way to establish it is to agree by the company's management a percentage of the planned income from services or the cost of their production in the real estate market. However, these two methods can be used simultaneously. First, based on the goals of promotion in various market sectors, a list of necessary activities and the costs of their implementation is determined.

In the process of implementing communication programs and after their completion, it is necessary to analyze the degree and quality of the results achieved with the help of marketing communications.

Conclusion

The real estate market, as a relatively new socio-economic reality, with its features and patterns, has become the subject of study and scientific discussions by leading representatives of the national scientific school.

The real estate market is a set of regional, local markets that differ significantly from each other in terms of prices, risk levels, efficiency of real estate investments, etc.

The real estate market is an essential component in any national economy, because real estate is the most important component of national wealth, which accounts for more than 50% of the world's wealth. Without a real estate market, there can be no market at all, because labor market, capital market, market for goods and services, etc. for their existence they must have or rent premises for their activities.

The Russian real estate market reflects all the problems of the transition economy and is characterized by uneven development of its segments, an imperfect legislative framework and low investment activity of citizens and legal entities... At the same time, this market is a promising area for capital investment.

The peculiarities of the real estate market include a complex symbiosis of advantages and disadvantages in terms of the feasibility of entrepreneurial and commercial activities.

Advantages:

• the possibility of obtaining more profit (than in other markets) for the entire period of operation of real estate objects;
• sufficient stability of consumer demand;
• less susceptibility to fluctuations in economic cycles;
• some protection against sudden changes in market conditions due to the long-term nature of the lease and the long construction period of competing properties.

The disadvantages include:

Information on the market is not as open as, for example, on the market for goods, which makes it difficult to justify the volume and nature of investments;

Lack of a legislative framework regarding the mandatory publication of information on transactions in the real estate market;

The need to use information about transactions in the real estate market;

... "Hard" dependence on the external conditions of urban planning regulation, the possibilities of the building complex and the specifics of consumer demand;

The costs of transactions (the need to check the legal purity of the property, as well as the costs of technical documentation and registration) are significant, if not high.

Bibliography

1. Grinenko S.V. Economics of real estate. Lecture notes .: - Taganrog: Publishing house of TRTU, 2004 .-- 107 p.
2. Ivanov V.V., Khan O.K. Property management. - M .: INFRA-M, 2007 .-- 446 p. - (National projects).
3. Shcherbakova N.A. Real Estate Economics: Textbook. allowance. - Novosibirsk: NSTU, 2002 .-- 90 p.
4. Real estate economics: textbook. manual (Recommended by the Educational and Methodological Association for Education in the Field of Industrial Management as study guide for students of higher educational institutions studying in the specialty "Economics and management at the enterprise (by industry)" and the direction "Production management") / A.N. Asaul, A. V. Karasev. - M .: MIKKHiS, 2001.- 430s.

Marketing research

Marketing research

Marketing research is a necessary component of the activities of companies that set themselves the goal of increasing market volumes, reducing costs, and, ultimately, increasing profitability. When developing a business plan for an investment project, all assumptions about future income and market opportunities of the business are based on marketing research. Competent marketing research will help reduce uncertainty in your business, reduce risks when developing a business plan, and most effectively distribute economic potential to achieve the desired strategic goals of the company.

To make informed management decisions, certain knowledge about the target market is required, without which the planned transformations cannot be considered justified.

We provide market research services in all regions of Ukraine. In our activities, we use a set of marketing research methods suitable for solving various problems of the company

Qualified specialists of our company will conduct for you necessary work and provide qualified services using a variety of marketing methods. Depending on the kind of need that a company has, the following goals and objectives of marketing research are distinguished:

· Comprehensive market research;

· Assessment of the market potential;

· Analysis of sales;

· Study of goods;

· Research of buyers;

· Research of pricing policy;

· Short-term and long-term forecasting;

· Research of competitors;

Sales promotion system research, advertising research, etc.

Marketing research of the real estate market

In order for the project to become as effective as possible, it is necessary that the idea of ​​developing a certain territory be confirmed by marketing, economic, expert studies on the basis of permissible and permitted, as well as physically feasible use of the territory.

Correctly designed real estate development concept plays a key role in the further success of the project. When investing in development projects, investors expect that the profit from the project in the future will significantly exceed the funds spent on it.

The development of the concept should be read with an answer to the question, which object can be placed on the site in question. And for this, it is necessary to conduct a number of marketing studies, which are carried out according to the criteria of compliance with economic feasibility and financial feasibility, maximum profitability and the highest cost.

On the basis of professional research, a concept for the future development of the territory is being developed, where the main economic idea is formulated - what should be a real estate object in this particular place in order for it to be commercially successful, bring the owner maximum return on investment and retain its value over the years.

The economic concept is necessary for the most efficient use of the land plot, it is an “instruction” for investors and owners when making decisions on the further development of territories.

Brief structure of the marketing concept

1. Analysis of the land plot at the micro and macro levels

2. Transport and pedestrian accessibility of the land plot

2.1 Access roads, connection to major transport arteries and railway stations

2.2 Public transport,

2.3 Individual transport

2.4 Pedestrian flows

3. Analysis of the competitive environment of the land plot

4. Analysis of the macroeconomic situation in the country

5. Marketing analysis of the relevant segments of the real estate market

6. Analysis of potential consumers. Analysis of demand and consumer preferences - carried out based on the results of a questionnaire or in-depth interviews

7. SWOT -analysis of the land plot

8. Concept for the development of a land plot or real estate object

8.1 Description of the project, its main difference from competitors

8.2 Portrait of a potential consumer

8.3 Zoning a territory or a building

8.7 Pricing policy of the future business

8.8 Main technical and economic indicators for the concept of development of the property

9. Identification and assessment of project risks, proposal of ways to minimize them

10. Technical and economic indicators of the project (TEPs)

Methods used in marketing research:

1. Desk Research

The main point of desk research is the collection and analysis of secondary information, the so-called secondary data. Secondary data, as a rule, constitute documents in the sense that this term is used in sociology. There are several types of documents: official and unofficial, personal and impersonal, etc. In desk research, data are always inappropriate, since they are not created in the course of the study, but are taken from other sources ready for analysis.

Possibilities and effectiveness of the method:
Conducting desk research usually takes less time than questionnaires. The cost of desk research is low. The advantage also lies in the possibility of obtaining information about problems that are not available for direct study through subject-object interaction, as is done in marketing research.
Desk research can be used as the main method of data collection, the purpose of which is to answer the programmatic (main) research question, to test the main hypothesis. In addition, the method is an integral part of almost any comprehensive marketing research.

2. Field research:

2.1 Consumer survey

The main advantage of the technique is that the collection and processing of data occurs specifically for a specific marketing analysis. The questionnaire is based on primary information, that is, on newly obtained data for solving a specific problem under study. Benefits of primary information: data is collected in accordance with the exact objectives of the research task; data collection methodology is controlled, all results are available to the company and can be classified. Disadvantages: significant costs of material and labor resources.

It should be noted that field and desk research complement each other.

The cost of the survey, as well as the region of study and the sample size are determined on an individual basis.

2.2 In-depth interviews

In-depth interviews- This is an individual conversation, conducted according to a previously developed scenario. In-depth interview involves receiving detailed answers to questions from the respondent. Although the interviewer has a general outline for the interview, the order of the questions and their wording can vary significantly depending on what the respondent is saying. Using in-depth interview method the respondent's statements are not influenced by those around him (as happens, for example, in focus groups).

In-depth interviews are based on the use of techniques that induce respondents to long and detailed reasoning on a range of issues of interest to the researcher. This allows you to get to the smallest details, to find out all aspects of the behavior and reactions of the respondents, which may be important for solving the research problems. Carrying out in-depth interview requires very high qualifications of the interviewer. The interview is carried out in person, in the absence of strangers, or by telephone, if this is allowed by the nature of the study.

The cost of in-depth interviews, as well as the list of respondents, are determined on an individual basis.

Business planning

Business planning is a versatile tool for predicting the future.

Business planning contributes to the development of the organization's goals, ways to achieve these goals, minimizing business risks, motivating the team, and obtaining a loan.

Our specialization is drawing up a business plan, Feasibility study (feasibility study) of the project to obtain a loan or attract investors. We will help you draw up and write a business plan how in accordance with international UNIDO standards, and in accordance with the requirements of Ukrainian credit institutions, international and Ukrainian investors and banks.

Business planning is especially necessary if your company decides to:

Expand or modernize production

Open new directions of activity

Take part in a joint venture

Develop new markets or products

Get a loan or investment

All of the above activities require significant financial investments.

A business plan is a universal tool for assessing the effectiveness of such investments.

UNIDO methodology

In accordance with UNIDO standards, the structure of a business plan should include the following sections:
1. Project summary
2. Description of the enterprise and industry
3. Description of products (services)
4. Marketing and sales of products (services)
5. Production plan
6. Organizational plan
7. Financial plan
8. Focus and efficiency of the project
9. Business risks
10. Applications

The cost of developing a business plan, if the Customer has all the necessary information, is from 800 US dollars, the term is 12-16 working days.

Development of a financial concept (FC) for commercial real estate objects

FC appointment.

The goals of carrying out financial and economic calculations (hereinafter the Financial Concept, or FC) at the stage of developing the CONCEPT of the Development Object are:

§ Determination of the investment attractiveness of investments in the Development Object for project participants - investors and a developer

§ Quantification investment risks and project safety margin

§ Preparation of the necessary calculated data when assessing the effectiveness of the invested capital (excluding the financing scheme) for making decisions on the feasibility of further project development

§ Establishing the minimum necessary requirements for the financing system and calculating the initial data for negotiating with various types of investors

§ Calculation of an investment cost plan for negotiating with contractors

As a result of the development of the FC, a dynamic model of the company's strategic goals is formed, taking into account the main factors of the external environment and the internal characteristics of the company, which is used for:

1.presentation to the general investor of a vision regarding the commercial efficiency of its participation in the Project, taking into account the entire set of technical, economic and market factors

2. making decisions on the development of the Construction Project of the Development Object and the assessment of the main cost elements of the Project

3.calculation of indicative indicators for negotiating with real estate firms about the sale and lease of construction products

FC, together with the dynamic model, serves the investor as a business model, according to which the economic feasibility of the project is assessed at the stage of pre-design studies. All forecasts and justifications as part of the work on the development of the FC are carried out in compliance with the established criterion for the degree of reliability of the averaged estimates.

3.calculation of the commercial efficiency (viability) of the Project as a whole for the invested capital according to the base case

4.Analysis of the stability of the Project and identification of risk factors for the subsequent planning of risk management tasks

results... The customer receives all the necessary data to draw up a Declaration of Intent, which sets the following target figures for the subsequent stages of the Project implementation (stage P, stage RD, investment phase):

§ predicted technical and economic parameters of construction objects

§ predicted terms of commissioning of construction objects

§ forecast of sales of construction products

§ forecast of the discounted payback period of the Project

§ expected rate of return of the investor

§ assessment of the Project's sustainability in the face of uncertainty and risks

§ financial safety margin of the Project

The problem of studying the real estate market is an informational problem. To assess the volume and structure of housing supply, you need to obtain information on how many and what premises are available on the market, how many and which ones are being prepared for delivery, and what has already been specifically commissioned from real estate objects. According to the data on the sale of housing, one can judge only the realized part of the demand.

The objects of market research are trends and processes of market development, including analysis of changes in economic, scientific and technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current market situation, opportunities and risks are also investigated. NV Vidanov, Marketing and Marketing Research, 4 (52), -August 2008, - p. 10

The main results of real estate market research are forecasts of its development, assessment of market trends, identification of key success factors. The most effective ways of conducting competition policy in the market and opportunities for entering new markets are determined. Markets are segmented, i.e. selection of target markets and market niches. In order to make informed decisions in any market, you need to have reliable, thorough and timely information. The systematic collection, reflection and analysis of data on the problems associated with the functioning of the real estate market constitute the content of marketing research. To be effective, these studies must, first, be systematic; secondly, rely on specially selected information; third, to carry out certain procedures for collecting, summarizing, processing and analyzing data; fourth, use tools specially designed for analysis purposes. Thus, marketing activities are based on special market research and the collection of information necessary for their implementation. The streams of this information are ordered by specific research procedures and methods. Let's dwell on the most important objects of research of the real estate market.

Conjuncture and forecasting of the real estate market

The general goal of market research is to determine the conditions under which the most complete satisfaction of the population's demand for goods of this type is ensured and the prerequisites for the effective sale of manufactured housing are created. In accordance with this, the primary task of studying the real estate market is to analyze the current ratio of supply and demand, i.e. market conditions. Market situation is a set of conditions under which activity in the market is currently taking place. It is characterized by a certain ratio of supply and demand for real estate, as well as the level and ratio of prices.

Gathering information is the most important stage in studying market conditions. There is no single source of information about the conjuncture, which would contain all the information about the processes under study. The research uses different types of information obtained from different sources. Distinguish between information: general, commercial, special.

General information includes data characterizing the market situation as a whole in relation to the development of the industry. The sources of its receipt are the data of state and industry statistics, official forms of accounting and reporting.

Commercial information - data extracted from the business documentation of the enterprise on sales issues from partners in the form of information exchange. These include: applications and orders of construction organizations; materials of market research services (materials on the movement of sales, market surveys, etc.).

Special information represents data obtained as a result of special events for market research (surveys of the population, buyers, experts, sales exhibitions, business meetings), as well as materials from research organizations. Special information is especially valuable because it contains information that cannot be obtained in any other way. Therefore, when studying market conditions, special attention should be paid to obtaining extensive specialized information.

When studying market conditions, the task is not only to determine the state of the market at one time or another, but also to predict the likely nature of its further development for at least one or two quarters, but no more than one and a half years, that is, forecasting.

Market forecast is a scientific prediction of the prospects for the development of demand, product supply and prices, carried out within the framework of a certain methodology, on the basis of reliable information, with an assessment of its possible error. The forecast is based on taking into account the patterns and trends of its development, the main factors that determine this development, adherence to strict objectivity, conscientiousness in assessing data and forecasting results. The development of a market forecast has four stages: the establishment of the forecasting object; choice of forecasting method; forecast development process; estimation of forecast accuracy.

Establishing the object of forecasting is the most important stage of scientific foresight. In practice, the concepts of sale and demand, supply and supply of goods, market prices and sales prices are often identified.

Under certain conditions, such substitutions are possible, but with appropriate reservations and subsequent adjustments to the results of forecast calculations. The choice of the forecasting method depends on the purpose of the forecast, the period of its lead, the level of detail and the availability of the initial (basic) information.

The process of developing a forecast consists in carrying out calculations, carried out either manually or using computer programs, with the subsequent correction of their results at a qualitative, professional level. Estimation of the forecast accuracy is carried out by calculating its possible errors. Therefore, the forecast results are practically given in interval form.

Market forecasts are classified according to several criteria. According to the lead time, the following are distinguished: short-term forecasts (from several days to 2 years); medium-term forecasts (from 2 to 7 years); long-term forecasts (over 7 years). They differ not only in the lead time, but also in the level of detail and the forecasting methods used.

By the essence of the methods used, groups of forecasts are distinguished, the basis of which is: extrapolation of a number of dynamics; interpolation of a series of dynamics - finding the missing members of a dynamic series within it; coefficients of elasticity of demand; structural modeling is a statistical table containing a grouping of consumers according to the most essential feature, where the structure of consumption of goods is given for each group. When the structure of consumers changes, both average consumption and demand change.

On this basis, one of the forecasting methods is built: expert judgment. This method is used in markets for new products when basic information has not yet formed, or in markets for traditional products that long time have not been investigated. It is based on a survey of experts - competent specialists; economic and mathematical modeling.

The results of the analysis of the predicted indicators of the market conjuncture in combination with the reporting and planned data make it possible to work out in advance measures aimed at developing positive processes, eliminating existing ones and preventing possible imbalances and can be provided in the form of various analytical documents.

1. Executive Summary - a document summarizing market indicators. The dynamics of general economic and sectoral indicators, special conditions of the conjuncture are analyzed. A retrospective is carried out and a forecast of market indicators is given, the most characteristic trends are highlighted, and the relationship between the conjuncture of individual real estate markets is revealed.

2. Thematic overview of the market situation. Documents reflecting the specifics of a particular market. The most pressing problems, typical for a number of objects, or the problem of a specific real estate market are identified.

3. Operational market information. A document containing operational information about certain processes in the market environment. The main sources of operational information are data from population surveys, expert assessments of specialists.

Market volume

The main task of real estate market research is to determine the size of the market. Market capacity is the aggregate effective demand of buyers; possible annual sales of real estate objects at the current average price level. Market capacity depends on the degree of market development, elasticity of demand, changes in economic conditions, price levels, quality and advertising costs. Market capacity is characterized by the size of the population's demand and the amount of supply in the real estate market. At each moment in time, the market has a quantitative and qualitative certainty, i.e. its volume is expressed in value and physical indicators of the objects being sold and purchased.

It is necessary to distinguish between two levels of market capacity: potential and real. The real capacity of the market is the first level. The potential level is determined by personal and social needs and reflects the volume of implementation adequate to them. In marketing, the term market potential is also used. The real capacity of the market may not correspond to its potential capacity. The calculation of market capacity should be spatially-temporal.

The market capacity is formed under the influence of many factors, each of which in certain situations can both stimulate the market and restrain its development, limiting its capacity. The whole set of factors can be divided into two groups: general and specific. Common are socio-economic factors that determine the size of the market: the volume and structure of supply, including by representative enterprises; the range and quality of the premises provided; the achieved standard of living and the needs of the population; purchasing power of the population; the level of the ratio of prices for goods; Population; its social and gender and age composition; the degree of market saturation; the geographical location of the market.

Specific factors determine the development of markets for individual objects, and each market may have specific factors only for it. In this case, a specific factor in terms of the degree of influence may be decisive for the formation and development of supply and demand for a particular housing. The set of factors that determine the development of supply and demand are in a complex dialectical relationship. A change in the action of some factors causes a change in the action of others. The peculiarity of some factors is that they cause changes in both the total capacity and the structure of the market, while others are that they, without changing the total market capacity, cause its changes. In the process of market research, it is necessary to explain the mechanism of action of the system of factors and measure the results of their influence on the volume and structure of supply and demand.

Revealing causal relationships in the studied market is carried out on the basis of systematization and analysis of data. Systematization of data consists in the construction of grouped and analytical tables, time series of analyzed indicators, graphs, diagrams, etc. This is a preparatory stage for analyzing information for its quantitative and qualitative assessment. Processing and analysis is carried out using well-known methods, namely grouping, index and graphical methods, construction and analysis of time series. Causal relationships and dependencies are established as a result of correlation-regressive analysis of time series.

Ultimately, a description of the causal relationships caused by the interaction of various factors will help build a development model in the market and determine its capacity. The market development model is a conditional reflection of reality and schematically expresses the internal structure and causal relationships of a given market. Marketing in industries and fields of activity. Uch. / Ed. V.A. Aleksunina. Moscow: Marketing, 2001. - p. 324.

It allows, using a system of indicators in a simplified form, to characterize the qualitative uniqueness of the development of all the main elements of the market at the present stage and at a given period of time in the future. The formalized model of market development represents a system of equations covering its main indicators. For each market, the system can have a different number of equations and indicators, but in any case, it must include supply and demand equations.

Accordingly, there are three complementary ways of developing a forecast.

Questioning - revealing the opinions of the population, experts in order to obtain estimates of a predictive nature. Methods based on questionnaires are used in cases where, for a number of reasons, the patterns of development of the process cannot be reflected by the formal apparatus, when the necessary data are not available.

1 Extrapolation - continuation into the future of the tendencies of the processes, reflected in the form of time series and their indicators, based on the developed models of the regressive type. Extrapolation methods are usually used in cases where information about the past is available in sufficient quantity and stable trends have been identified. This option is based on the hypothesis that the prevailing trends will continue in the future. Such a forecast for forecasting is called genetic and involves the study of econometric models.

2 Analytical modeling - building and using a model that reflects internal and external relationships in the course of market development. This group of methods is used when information about the past is minimal, but there are some hypothetical ideas about the markets that allow us to develop its model and, on this basis, assess the future state of the market, and reproduce alternative options for its development. This approach to forecasting is called targeted.

The result of the work on determining the market capacity should be an overview of the state of the market and its factors, as well as a forecast of market development, taking into account the trends of changes in the influencing internal and external factors.

Market segmentation

From a marketing point of view, any market consists of buyers who differ from each other in their tastes, desires and needs. The main thing is that they all buy goods for different reasons. Therefore, it is necessary to understand that with a variety of demand, and even in a competitive environment, each individual person will react differently to the proposed real estate. It is very difficult to satisfy the needs of all consumers without exception, because they have certain differences in needs. For example, a number of consumers prefer elite apartments and are ready to pay the corresponding price, while others have the opportunity to purchase housing with acceptable consumer characteristics at a low price.

In-depth market research implies the need to consider it. In this regard, when planning your business, it is necessary to consider the market as a differentiated structure depending on consumer groups and consumer properties, which in a broad sense defines the concept of market segmentation.

Market segmentation is, on the one hand, a method for finding parts of the market and determining the objects to which the marketing activities of enterprises are directed. On the other hand, it is a managerial approach to the process of making an enterprise decisions on the market, the basis for choosing the right combination of marketing elements. Segmentation is carried out in order to maximize customer satisfaction, as well as rationalize the costs of the construction company for the development of a construction program and the commissioning of finished premises.

The objects of segmentation are, first of all, consumers. Highlighted in a special way, possessing certain common features, they constitute a market segment. Segmentation refers to the division of the market into segments that differ in their parameters or reactions to certain types of activities in the market (advertising, marketing methods). Despite the possibility of segmenting the market by various objects, the main focus in marketing is on finding homogeneous groups of consumers who have similar preferences and respond in the same way to marketing proposals.

Segmentation is not clean mechanical process... To be effective, it must be carried out taking into account certain criteria and characteristics. A criterion is a way of assessing the rationale for choosing a particular market segment for a particular enterprise, and a feature is a way of identifying a segment in the market.

Among the disadvantages of segmentation should be called the high costs associated, for example, with additional market research, with the preparation of options for marketing programs, providing appropriate packaging, using various distribution methods.

Segmentation has advantages and disadvantages, but it is impossible to do without it, since in a modern economy, each product can be successfully sold only to certain market segments, but not to the entire market.

Signs for market segmentation: geographic, demographic, socio-economic, psychographic, behavioral.

Geographic segmentation involves dividing the market into different geographical units: state, states, regions, counties, cities, communities, as well as the size of the region, density and population size, climatic conditions, distance from the manufacturing enterprise. This feature was used in practice earlier than others, which was due to the need to determine the space of the enterprise. Its use is necessary when there are climatic differences between regions on the market or features of cultural, national, historical traditions. The firm may decide to act in one or more geographic areas or in all areas, but subject to differences in needs and preferences defined by geography.

Demographic segmentation consists of dividing the market into groups based on demographic variables such as gender, age, family size, family life cycle stage, income level, occupation, education, religious beliefs, race and nationality. Demographic variables are the most popular factors used to differentiate consumer groups. One of the reasons for this popularity is that needs and preferences, as well as the intensity of consumption, are often closely related precisely to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables. Even in cases where the market is not described from a demographic point of view (for example, based on personality types), it still needs to be done with demographic parameters.

Psychographic segmentation. In psychographic segmentation, buyers are divided into groups based on social class, lifestyle and personality characteristics. Members of the same demographic group can have very different demographic profiles.

Behavioral segmentation. In segmentation based on behavioral characteristics, buyers are divided into groups depending on their knowledge, attitudes, use of the product and reaction to this product. Market actors consider behavioral variables to be the most appropriate basis for shaping market segments.

After dividing the market into separate segments, it is necessary to assess the degree of attractiveness and decide how many segments the company should focus on, in other words, select target market segments and develop a marketing strategy.

Target segment - one or more segments selected for the marketing activities of the enterprise. At the same time, the company must, taking into account the chosen goals, determine the strengths of competition, the size of markets, relations with sales channels, profit and its own image of the company.

Market segments, in which the company has secured a dominant and stable position, is usually called a market niche. The creation and strengthening of a market niche, including by finding market windows, is ensured only through the use of market segmentation methods. After determining the target market segment, the company must study the properties and image of competitors' real estate and assess the position of its object on the market.

Competition and market barriers

In a market economy, firms operate in a competitive environment. When studying consumers, you shouldn't forget about your competitors. The main task of competitor research is to obtain the necessary data to ensure a competitive advantage in the market, as well as to find opportunities for cooperation and cooperation with potential competitors. Marketing. Uch. for universities / N.D. Eriashvili et al. M .: Unity-Dana, 2000.-p.365

To this end, analyzing the strengths and weaknesses of competitors, it is necessary to first answer the following questions:

· Who are the main competitors of your company?

· What is the market share of your firm and its main competitors?

· What is the competitors' strategy?

· What methods are used by competitors in the struggle for the market?

· What is the financial condition of competitors?

· Organizational structure and the management of competitors?

· What is the effectiveness of competitors' marketing programs (product, price, sales and promotion, communication)?

· What is the likely reaction of competitors to your firm's marketing program?

· What stage of the life cycle are your product and competitor's product at?

The first step in studying the competitive environment is to assess the characteristics of the market in which the firm operates or intends to operate. Next, you should study who is a real or potential competitor. A competitor is an important element of the marketing infrastructure that influences marketing strategy firms in relation to goods, suppliers, intermediaries, buyers. Researching competitors' positions covers a wide range of issues and requires the involvement of a significant amount of information. It is advisable to analyze the characteristics of the main competitors in the following sections: market, product, prices, product promotion on the market, organization of sales and distribution.

The study of the competitive environment requires systematic observation of the main competitors, not losing sight of potential competitors. It is advisable to accumulate the obtained information in data banks. Analysis of information allows specialists to derive reasonable estimates for each factor of competition and characterize the general position of the company in the market in relation to its main competitors.

Market opportunities and risks

Any company must be able to identify emerging market opportunities. The search for market opportunities is carried out after assessing the potential of the enterprise and takes into account the real possibilities of the latter.

Unmet market needs are the basis of market opportunities for an enterprise. In a situation where the buyer is completely satisfied with the supplier's services, the offer to him of similar goods on similar terms by another company will not be successful. At the same time, in this situation, the buyer may have unmet needs for a higher-quality object, more favorable conditions, and a more voluminous service. Identification of such needs is carried out by means of hypotheses: previous experience of the leader or consultant; proposals of the company's personnel; experience of partners and contractors of the enterprise; competitors' innovations.

The task at this stage of developing strategies is to build as many hypotheses as possible. The main method of obtaining materials at the enterprise and its partners is a free interview, in which the interlocutors are encouraged to express any, even the most "crazy" ideas. Having chosen a segment, the firm must study all the offers that are currently on a particular segment. Further, it is necessary to provide the object with no doubt, clearly different from others, a desirable place in the market and in the minds of target consumers. This is called market positioning. Having made a positioning decision, the firm is ready to start planning the details of the marketing mix.

Analyzing marketing opportunities, selecting target markets, developing a marketing mix and implementing it require auxiliary marketing management systems. In particular, the firm must have systems for marketing information, marketing planning, marketing service organization and marketing control.

When establishing entrepreneurial risk, the following concepts are distinguished: "Expense", "Losses", "Losses". Any entrepreneurial activity is inevitably associated with expenses, while losses occur at an unfavorable place of coincidence of circumstances, miscalculations and represent additional costs in excess of those planned. This characterizes the category "risk" from the qualitative point of view, but creates the basis for translating the concept of "entrepreneurial risk" into a quantitative one. Indeed, risk is the danger of losing resources or income. In relative terms, risk is defined as the amount of possible losses referred to a certain base, in the form of which it is most convenient to take either the state of the enterprise or the total cost of resources for a given type of entrepreneurial activity.