MICROECONOMIC INDICATORS FOR DIAGNOSING THE COMPETITIVE ENVIRONMENT IN THE REAL ESTATE MARKET

An analysis of research on the diagnosis of the competitive environment of the enterprise was carried out, and a number of scientific approaches were determined. Considered the importance of environmental diagnostics in the real estate market. The diagnostic indicators for a separate enterprise were calculated, the range of its competitors was determined, and a diagnostic study and analysis of the enterprise in the real estate market was carried out. Diagnostics of the market environment involves a step-by-step analysis of each individual market according to the components of the competitive environment and is carried out on the basis of indicators of concentration, market power and barriers to entering the market / exiting the market. Indicators of competitive market diagnostics include: market concentration coefficient (concentration index); the Herfindahl-Hirinman index; Rosenbluth index; four partial concentration indicator; entropy index; Gini coefficient; relative concentration coefficient. As a result of the calculations of these indicators, those enterprises that represent a special danger as competitors and for which special strategies should be developed are revealed. These indicators provide fairly serious information about the intensity of competition, but to take into account the specifics of specific markets, experience and methods of competitive struggle, you can use Porter's model of five forces of competition, PEST - analysis and others. Diagnostics of the market environment for AS "Partner-Kyiv" in the real estate market was carried out with the help of indicators characterizing the degree of market concentration: 1.The four-part concentration indicator showed that the share of the largest four real estate agencies that provide services in the real estate market is 38.6%, and it should be noted that JSC "Partner-Kyiv" is not part of them. The Herfindahl-Hirschman index revealed that the market is moderately concentrated. The value of the Rosenbluth index proves that the Kyiv real estate market is not monopolized and there is a large number of participants. According to the coefficient of relative concentration, it was established that the real estate market is not concentrated. A comprehensive diagnosis of the market environment of the functioning of enterprises in the Kyiv real estate market demonstrates that the analyzed market is highly competitive, which is due to a large number of real estate agencies operating in the market, as well as a high degree of similarity of the services provided. As a result of the diagnosis of the market environment, enterprises in the real estate market were identified, which represent a special danger as competitors. the leaders among real estate agencies are "THE Capital", "FLATPRIME", "THE YARD", "AN VALION", AN "Blagovist", AN "Partner-Kyiv". They have high ratings on all advertising platforms and provide the most complete range of services on the real estate market.