APPLICATION OF ECONOMIC AND MATHEMATICAL MODELING TO ENHANCE ENTERPRISE MARKETING PERFORMANCE

Abstract

This article addresses the urgent challenges faced by construction enterprises in Ukraine under conditions of economic instability, fierce competition, and rapidly changing market dynamics. The study emphasizes the importance of developing scientifically grounded approaches to decision-making in marketing management, highlighting the need for adaptive strategies that allow businesses to respond promptly to external fluctuations. The research focuses on analyzing a set of internal and external factors that significantly influence the financial and economic performance of construction companies, including the level of gross domestic product per capita, the dynamics of construction output, labor productivity, and unemployment rates. By examining these variables, the study aims to determine their direct and indirect impact on profitability, evaluate the strength and direction of their relationships, and identify the most critical drivers of business success. A core element of the study is the application of correlation and regression analysis as the primary tools of economic and mathematical modeling. This methodological approach enables a quantitative assessment of the relationship between key indicators, allowing the identification of dominant factors and the exclusion of statistically insignificant ones. The findings provide a solid analytical foundation for the development of a flexible and data-driven marketing strategy. This includes market segmentation by income levels, adjusting marketing messages and offers for different target groups, and focusing promotional efforts on affordable housing projects in regions with lower purchasing power or, conversely, on premium housing and infrastructure projects during periods of economic growth. Furthermore, the research highlights the necessity for construction companies to strengthen their competitive positions through innovative solutions, digitalization of business processes, and cooperation with public sector stakeholders, including participation in government infrastructure initiatives. The study also outlines recommendations for optimizing pricing policies, enhancing customer loyalty, and mitigating the risks associated with economic downturns, such as declining household incomes and rising unemployment. The comprehensive approach proposed in the article allows not only to maintain market share but also to establish a foundation for sustainable development and long-term growth, ensuring business resilience in a volatile post-war economic environment. The results of this work contribute to the formation of an evidence-based, adaptive marketing policy that transforms decision-making from an intuitive process into a systematic, analytically supported strategy.