Marketing strategies of foreign construction companies in Kazakhstan: integrated environmental and competitive analysis

Abstract

With the acceleration of globalization, Kazakhstan has emerged as a crucial destination for foreign enterprises seeking to expand into emerging markets, particularly in the construction sector. Driven by abundant natural resources, a strategic geographical position, and improving business policies, Kazakhstan’s construction industry is attracting increasing foreign investment. However, foreign companies face challenges such as complex regulations, cultural differences, and fierce competition. This study systematically applies PEST analysis, Porter’s Five Forces, and SWOT frameworks to evaluate the market environment, industry competition, and the strategic positioning of foreign—especially Chinese—construction firms in Kazakhstan. The findings indicate that, despite the sector’s strong potential and policy support, success relies on adapting to local contexts, leveraging technological advantages, and developing localization strategies. This research not only fills the gap in the literature on Kazakhstan’s construction industry marketing but also provides actionable recommendations for foreign companies exploring the Central Asian market.