Business and operational strategies

Systemic approaches for efficiency and sustainability in the construction sector

In the contemporary construction sector, characterized by high competitiveness, regulatory complexity, and increasing focus on sustainability, defining commercial and operational strategies is crucial for the success of any project. It is not merely about planning the sale or execution of a work, but about structuring a systemic approach that integrates economic, organizational, technical, and environmental aspects.

Commercial strategies allow for the correct positioning of the project in the market, capturing real demand and anticipating stakeholder needs. Simultaneously, operational strategies translate commercial objectives into concrete processes, optimizing time, resources, and costs. The integration of these two dimensions ensures consistency and sustainability, transforming a project idea into a feasible, profitable, and long-term intervention.

Commercial strategies in the construction sector

Commercial strategies aim to enhance the project and ensure its competitiveness in the real estate and infrastructure market.

1. Market analysis and positioning

Market analysis: study of potential demand, demographic, social, and economic trends.
Benchmarking: comparison with similar projects to identify competitive advantages and differentiation points.
Targeting: identification of market segments to address (residential, commercial, industrial, public).

2. Definition of the value proposition

Development of an offer that integrates not only architectural and functional aspects but also elements of sustainability, energy efficiency, and living comfort.
Emphasis on the added value generated throughout the life cycle of the work (reduction of management costs, environmental certifications, climate resilience).

3. Financing and partnership strategies

Identification of suitable financial models (project financing, PPP – public-private partnership, real estate leasing).
Creation of networks with strategic stakeholders (banks, investment funds, public entities).
Access to European incentives and funds related to energy transition and urban regeneration.

4. Project communication and branding

Definition of a communication plan oriented towards stakeholders, institutions, and local communities.
Use of digital tools and BIM-based platforms to demonstrate transparency and innovation.
Leveraging environmental certifications (LEED, BREEAM, WELL, ITACA Protocol) as marketing tools.

Operational strategies in the construction sector

Operational strategies translate commercial objectives into concrete and measurable processes, ensuring efficiency and quality in project execution.

1. Planning of operational phases

Decomposition of the project into Work Breakdown Structure (WBS).
Definition of the timeline through Gantt charts, Critical Path Method (CPM), and PERT techniques.
Identification of milestones and intermediate deliverables.

2. Resource management

Resource planning: optimal allocation of human, material, and technological resources.
Implementation of resource leveling systems to avoid overloads.
Continuous monitoring through digital dashboards and KPIs.

3. Cost and quality control

Use of Earned Value Management (EVM) methodologies to integrate time, costs, and progress.
Life Cycle Costing (LCC) analysis to reduce operational and maintenance costs.
Quality control plans and intermediate tests to verify compliance with technical and regulatory standards.

4. Technological integration

Adoption of Building Information Modeling (BIM) in a 5D and 6D perspective to correlate time, costs, and environmental impacts.
Use of IoT and digital twin for predictive simulations and real-time operational management.
Building Management System (BMS) systems to optimize energy consumption and monitor performance.

5. Risk management

Drafting of the risk register with identification of technical, economic, regulatory, and environmental risks.
Implementation of mitigation strategies and contingency plans.
Dynamic updating of risk scenarios in relation to external variables (market, regulations, climate).

Integration between commercial and operational strategies

The two dimensions cannot be considered separately. A project that does not take market dynamics into account risks being economically unsustainable; at the same time, a commercial strategy without a solid operational plan results in delays, extra costs, and loss of credibility.

The integration between commercial and operational strategies allows for:

ensuring consistency between market objectives and technical feasibility;
optimizing resources and implementation times;
enhancing the work as a long-term investment;
increasing the project’s resilience to external variables.

Benefits of a structured approach

The adoption of well-defined commercial and operational strategies produces tangible benefits:

Competitiveness: effective market positioning thanks to a clear and differentiating value proposition.
Efficiency: reduction of implementation times and costs through precise organization of activities.
Transparency: clear and traceable communication with stakeholders, entities, and communities.
Sustainability: integration of environmental and social criteria throughout the life cycle.
Economic enhancement: greater attractiveness for investors and increased property value.

Commercial and operational strategies represent two inseparable pillars of the success of a construction project. The former allows for capturing demand and enhancing the work in the market, while the latter translates commercial ambitions into concrete and monitorable processes.

In an increasingly complex, competitive, and sustainability-oriented context, their integration becomes essential to generate resilient, efficient projects capable of creating long-term value.

The development of commercial and operational strategies should not be seen as a theoretical exercise, but as a real governance tool: a method to transform constraints and challenges into opportunities, ensuring the realization of functional, sustainable buildings and infrastructures in line with market and community expectations.