Integrated approach to the development of competitive strategies in the commercial real estate regional market

Modern commercial real estate market is one of the most important areas of Russian economy. Regardless of the social structure, real estate has a special place in the system of economic relations. Commercial real estate is directly connected with the functioning of economic agents of all business categories and is actively used in a significant number of economic transactions. The formulation and theoretical justification of an integrated approach to the construction of a competitive strategy involves not only the study and practical application of existing methods for the assessment of internal and external environments, but also the study of their interaction. The purpose of the article is to develop the methodology for a comprehensive analysis of the micro and macro environment and offer local businesses operating in the sphere of commercial real estate the optimal, according to the authors, competitive strategy in the industry under analysis. The relevance of this article is connected with the instability of the market environment and the efficiency requirements for company programs of competitive positioning. The paper presents the main stages in the development of the competitive strategy of an enterprise based on the integrated application of analysis methods for external and internal environment: PEST analysis, the “5 forces” model of M. Porter, SWOT analysis. The results obtained using the tools of competitive strategy analysis and its surrounding factors using multiple intersection of characteristics have been summarized in an integrated system of the list of strategic development alternatives. This makes it possible to justify the optimal choice of a specific competitive strategy for one of the participants in the regional market of commercial real estate in Volgograd region. The authors note that the resulting set of integrated strategic alternatives should remain in the process of continuous monitoring, which will allow responding quickly to the impact of changes in the company’s environment.