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    Analysis of real estate and construction companies marketing strategy in the Middle East
    (İstanbul Gedik Üniversitesi, 2021) Heretani, Raneem; Erkasap, Ahmet
    The first part of this thesis provides a general description of marketing and its importance for a business. It takes a deeper look into real estate and construction in terms of marketing application. It evaluates current situation on the real estate and construction market. Its purpose is to search for marketing tools which can be applied to construction industry. It also analyses which competitive factors are crucial for a construction company and which are not. The second part analyses performance of a selected construction company. For this purpose, a major player in Middle East construction and real estate market, has been chosen. It contains internal and external analysis of the company competitiveness. It suggests possible corrections for its marketing strategy to improve competitive position. The output of this part is a marketing strategy, which is, from the author's point of view, the most effective for the given company. The importance of real estate and construction sector in general be of greater importance than in organizations that provide tangible products. Particularly, real estate which are categorized as unsought service need the effective communication in terms of creating awareness, persuading as well as reminding the importance of real estate firm services products as customers are hardly motivated to purchase such service or products by themselves. A presentation of the research process, data collection (questionnaire) and analysis will also be discussed. The research is aimed in analysing the marketing strategy being used in the Middle East countries by the real estate and construction companies on the performance of businesses operating in the market. For the study under consideration, the total population is the current employees of the companies which are 1,363 (as of January 2021). However, given the nature of investigation of the study, only those which are professional and involved with the operational activities of the real estate and construction companies are considered as the target population. The findings shows that a unit increases in advertising activate would lead to an increase in organizational performance and marketing effectiveness. This is particularly in line with the fact that advertising activities can directly result in an increase in sales, cross selling, hence profitability. Direct and digital marketing activities are also highly effective in the short run-on raising performance of the real estate and construction companies as most of them are important in raising the service offered by the company.