Methodological aspects of diagnostics and analytical assessment of the effectiveness of the marketing strategy of a construction production enterprise

Abstract

In the current turbulent economic realities of Ukraine, the issue of optimizing an enterprise's marketing policy has acquired strategic importance. Effective marketing management serves as the foundation for ensuring stable development and strengthening the market positions of business entities. The need to modernize marketing approaches is driven by several critical factors: the dynamism of the market environment, the rapid pace of technological progress, and the evolution of consumer preferences. In the B2B sector, particularly in the production of metal structures, the transition to digital communication channels and the adoption of sustainable development principles have become mandatory for maintaining competitiveness. This study employs a comprehensive set of analytical tools to assess the marketing strategy of the manufacturing enterprise LLC PCF "Prisma." The research methodology is based on a synthesis of classical and modern strategic management methods, including SWOT analysis for identifying internal potential and external threats, Michael Porter’s Five Forces model for assessing competitive pressure, and BCG matrix analysis for product portfolio optimization. Furthermore, a comparative benchmarking analysis was conducted against key competitors in the Poltava region and the national market of metal structures. Financial and marketing performance indicators (KPIs) for the period 2023–2025 were analyzed to evaluate the efficiency of resource allocation. The diagnostic assessment of LLC PCF "Prisma" revealed that despite a significant decrease in the share of metallurgy in Ukraine's GDP (from 15.6% in 2021 to approximately 6.9% in 2024–2025 due to the war), the metal structure manufacturing sector demonstrates resilience. The number of active industrial enterprises in this niche grew to 2014 units by 2024, indicating a high level of market fragmentation and intense competition. The financial analysis of "Prisma" showed an outsized increase in marketing expenditures (+69%) compared to revenue growth (+20.8%), which characterizes an active investment phase aimed at brand repositioning and entering new market niches. The SWOT analysis identified strong technical capabilities and a loyal B2B customer base as primary strengths, while a weak digital brand and insufficient automation of lead generation were highlighted as critical weaknesses. The study concludes that the current marketing strategy of LLC PCF "Prisma" requires systematic modernization. The proposed strategic shifts include the implementation of a comprehensive CRM system for better client lifecycle management, the adoption of a 4S marketing mix with an emphasis on "green" innovations and energy-efficient metal structures, and the enhancement of digital presence (SEO and LinkedIn marketing) to facilitate entry into European Union markets. The integration of AI-driven tools for analyzing international tender platforms is recommended as a way to scale the business. The practical significance of the results lies in the developed algorithm for diagnostic evaluation, which can be applied by other industrial enterprises to adapt their strategies to post-war recovery challenges.