MULTIPLE-CRITERIA ASSESSMENT OF THE MACRO ENVIRONMENT OF NEW CONSTRUCTION COMPANIES OF THE BALTIC STATES
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The paper reviews the mathematical model and the results of complex qualitative as well as quantitative assessment of marketing environment of new construction companies. Assessment of business environment tends to gain increasing significance; first of all, to validate strategic marketing management decisions. However, qualitative analysis of environment components is the most frequent. Simultaneously, it is highly stressed that quantitative assessment is promising, thus its use to evaluate marketing environment is relevant. The article presents the developed methodology for complex assessment of factors of new construction companies marketing environment. The essential steps of the assessment are identification of environment factors, qualitative analysis of primary factors and quantitative assessment of marketing environment on the basis of multiple-criteria analysis. A system of evaluation of criteria and models has been developed for this purpose; so the methodology includes a three-stage system of quantitative assessment of marketing environment. The ways to apply this methodology are revealed by analysing and evaluating marketing environment of the Baltic States' new construction companies, by determining new opportunities and threats, which must be considered while making environment-friendly strategic decisions.
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