MARKETING ANALYSIS OF COMPETITIVE SITUATION ON THE CHELYABINSK REAL ESTATE SERVICES MARKET

Abstract

The article studies the competitive situation at the market of real estate services in Chelyabinsk. It analyzes
the overall competitive situation on the model of the five forces of Michael Porter and evaluates each
competitive force and draws conclusions about the degree of their display at the analyzed market. The article
presents data on the saturation of the real estate market with agencies providing their brief characteristics. It
has also carried out a sufficiently detailed analysis of the key companies acting at the Chelyabinsk real estate
services market based on a number of criteria which are important from the consumer point of view, and, on
the grounds of this analysis, the author builds a competitiveness polygon and makes conclusions about the
most powerful companies at the market.
On the basis of the marketing analysis, the author of the article concludes that the Chelyabinsk real estate
services market is a highly competitive market now. This finding allows giving recommendations about
use of information on the market competitive situation for the planning of real estate agencies’ marketing activities.