Creating a Competitive Advantage for the Commercial Real Estate Management Company on the Basis of Competitor Analysis : Case Study “Spektr”

The actual thesis derives from the mini-thesis research conducted by the author for the commissioning company Spektr on the topic “Improving Competitiveness through Competitor Analysis”. Being one of the olderst players in the market Spektr operates in the field of the commercial real estate management in Moscow and in the past it has successfully proved to be capable to outlive the darkest periods of Russian history. The previous paper proved the absence of and the need in a competitive advantage for the commissioning company where Spektr appeared to occupy the unattractive “stuck-in-the-middle” position. Hence, the actual thesis aims to solve this problem of the commissioning company and provide it with the most appealing competitive advantage and the consistent, ironclad strategy to implement the competitive advantage. In order to achieve the desirable result and navigate the company in the times of yet another economy crisis, the solid theoretical framework of the secondary data was developed consisting from the studies of the world-famous marketers such as Michael Porter, Philip Kotler, et al. on the topics of competitive strategies, competitor analysis, and competitive advantage. The qualitative competitor analysis was tailored for Spektr comprising from the industry scenarios method and the strategic group mapping in order to deliver the accurate recommendations for the company. Following on from the results of the conducted research, the author has concluded a sustainable model of the commercial real estate future. The industry scenarios and competitor group maps are concluded to be sufficient tools for the company to safely navigate in the industry in the next five years. Moreover, as a result the strategic action plan for the company was developed by the author in the recommendations section which is estimated to be the most effective and cost-efficient strategy for the company to gain a stable and profitable position in the market