Abstract
The issue of marketing in the construction industry has always remained relevant. Indeed, it is not easy to design objects so that they bring high and stable income. The paper studies a solution to the problem, based on the use of the iteration method, the ABC - XYZ analysis, and digital filtering. It is based on the well-known principle of the study of complex systems: the sequential division of a complex task into a number of simpler ones. We would like to note that the “classic” ABC - XYZ analysis gives only general results about the profits from construction projects and does not study the reasons due to which these profits are received. In contrast, the proposed tooling allows taking into account the main technical, geographical and other factors typical for profitable construction projects. One of the advantages of the considered approach is that the conventional computer tools - a spreadsheet MS Excel, is used in solution. The paper discusses the advantages and disadvantages of the proposed approach, specifies in which cases it is advisable to use this approach and where to use more powerful and expensive tools - Big Data technology. For better visualization and clarity, the elements of set theory are used in the paper. This methodology is universal, and its use in the energy industry is possible when selecting more profitable types of products.
Highlights
The role of marketing research in the construction industry is continuously increasing
This paper proposes an approach to determine the objects whose sale brings the highest and most stable income
The author is one of the proponents of this approach, but in this paper, the author alternatively proposes a different approach based on the iterative use of the ABC - XYZ analysis
Summary
The role of marketing research in the construction industry is continuously increasing. Setting the task is quite simple, but the solution is a very difficult task you should analyze the results of sales of a large number of objects, each of which has many parameters (technical, geographical, etc.). At first glance, this is a typical case when you should use Big Data technology. The author is one of the proponents of this approach (the advantages of using Big Data technology in construction are discussed in publications [1-7]), but in this paper, the author alternatively proposes a different approach based on the iterative use of the ABC - XYZ analysis. The basis of the approach is a well-known method for solving complex problems - the division of a complex task into a number of simpler ones
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