FORMATION OF MARKETING STRATEGIES OF AUTOMOBILE CONSTRUCTION ENTERPRISES AT THE LAUNCH OF NEW PRODUCTS ON THE TARGET MARKETS

Abstract

The article improves theoretical and methodical positions concerning marketing strategies for the launch of new products on the market based on a strategic analysis of the market situation and the results and specifics of marketing promotion in the domestic market of multi-car vehicles. The strategy of the challenger is appropriate to use on the foreign market during the marketing promotion of a range of civil automotive products. Differentiation of marketing strategies when introducing into the market of new products requires a comprehensive assessment of the factors of the marketing environment for choosing the most optimal type of strategic decisions. According to the elements of the marketing complex, the leadership of the domestic automobile factories uses a marketing strategy to promote the product. Due to the concentrated marketing, AvtoKrAZ provides for itself a strong market position in the class of medium-tonnage on-board vehicles. SWOT-analysis in the system of strategic marketing of the carbuilding enterprise was conducted. It is determined that trucks are not designed for the mass consumer. Formed the strategic matrix of Igor Ansoff concerning the car-building enterprise. At the same time, a number of key areas of marketing work are proposed. It is established that it is appropriate for a car-building enterprise to use an innovative marketing strategy for product development.