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Marketing research of the car market. Russian car market: comprehensive analysis and forecast

Automotive Market Research

Introduction

2.1 Characteristics of JSC "UAZ"

Conclusion

Bibliography

Applications

Introduction

The relevance of the topic under consideration lies in the fact that at present the automotive market plays the leading role in the development of both mechanical engineering in general and transport engineering in particular.

The automotive industry of the world is a capacious and very significant sector of the world economy and international business, because these are not only cars themselves, but also a variety of car maintenance products, as well as, to a large extent, the market for the production and sale of auto parts. The automotive market has a number of related markets and industries, from the most closely adjacent (the market for car parts and blocks and the oil industry) to the less obvious (road construction, the production of car accessories, etc.).

The car provides high human mobility, labor efficiency, determines the modern way of life of society. It is an indicator of the level of provision with material resources as individual person(its owner), and society or the state as a whole.

An important feature of cars is their adaptive capabilities, in particular, with regard to integration in a single transportation process with other modes of transport: water (ferries, ships for horizontal loading and unloading of goods, etc.), railway (platforms, trailers) , aviation (heavy-duty aircraft). In this case, the transportation of not only wheeled vehicles, but also containers, as well as other types of cargo items is used. As a result, the contribution road transport in the formation of a single world transport system quite large.

The object of study of the course work is the automotive market of the Russian Federation and the world.

The purpose of the course work: to explore the automotive market in Russia and the world over the past few years.

Objectives of the course work:

· Define the automotive market;

· Consider Structure automotive market;

· Analyze car sales data in Russia and the world over the past few years;

· Analyze Current state automotive market JSC "UAZ".

The course work will consider the emergence of the automotive market, its structure, car sales over the past few years in Russia and the world, sales of cars by UAZ OJSC over the past few years.

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Chapter 1. Automotive market in Russia and the world

1.1 History of the automotive market

Among the names of inventors, Leonty Lukyanovich Shamshurenkov (1687-1758), a palace peasant from the Kazan province, who in 1752 created a four-wheeled carriage driven by the muscular strength of two people, should be one of the first to be named. Intensive searches for new modes of transport were carried out in more developed countries West.

Russian self-taught mechanic Ivan Petrovich Kulibin (1735-1818) back in 1791. made a pedal cart-scooter. In it, he used a flywheel, gearbox, rolling bearings, brakes, steering gear. Thus, Kulibin's wagon, set in motion by a man standing on the back, contained a number of new technical improvements that were first used in the history of technology.

The practical use of a car as a vehicle begins with the advent of a fundamentally simpler, more compact and economical internal combustion engine (ICE).

Experiments to create cars, steam cars and electric cars took place in different countries on different scales. In 1769-1770. the French inventor J. Cugno built a three-wheeled tractor for moving artillery pieces. The Cugno cart is considered the forerunner of not only the car, but also the steam locomotive, since it was powered by steam. Steam carts for ordinary roads were also built in England and Russia, but they were heavy, inconvenient to use and therefore not widely used.

The appearance of a light, compact and sufficiently powerful internal combustion engine opened up wide opportunities for the development of the car. In 1885, the German inventor G. Daimler, and in 1886 his compatriot K. Benz began the production of the first self-propelled carriages with gasoline engines. A significant contribution to the widespread use of road transport was made by the American inventor and industrialist G. Ford. Automobiles appeared in Russia at the end of the 19th century.

The first domestic car made at a domestic plant was the famous RussoBalt , which rolled off the assembly line on May 26, 1909. Thanks to successful performances in races (Petersburg-Riga-Petersburg in 1909), rally (ninth place in the absolute standings of the Monte Carlo rally in 1912), runs (military test run in 1912 and run across Africa in 1913), RussoBalt cars received reputation for reliability and durability. The car showed excellent results, it was awarded the Endurance Cup, the Russian car was recognized as the most reliable in the world. Actually, this car was held in high esteem precisely because it showed decent results. As a result, from 1909 to 1918, the Russian-Biltic plant made 625 cars, an average of about 150 cars a year, which exceeded the performance of, for example, Rolls Royce or Opel .

The first serial car was a truck. It was a modernized Fiat-15 , dubbed "AMO-F-15 . In the early thirties, serial production of cars and trucks "GAZ-M-1" was launched. , designed on the basis of the American "Ford-A .

The resumption of a truly domestic auto industry occurred after the war. "Victory or GAZ-M-20 was created in 1943. The very silhouette of "Victory developed by a young designer Veniamin Samoilov. In 1945, the prototype was shown to Stalin.

A mass production started in 1946. year. "GAZ-M-20 became the world's first mass-produced car with a "wingless" body. On "Victory" for the first time, electric direction indicators and brake lights, high and low tones sound signals appeared. "Victory served as a role model for foreign designers. In particular, the English "Standard Vanguard 1947 was almost an exact copy. "GAZ-M-20 turned out to be the first car of the Gorky Automobile Plant, produced for export.

However, almost side by side with Pobeda, AZLK began the hasty production of the pre-war Opel-Kadet , which received in a slightly modernized version the name "Moskvich-400 .

Since 1960, the production of "Zaporozhets-965" , in which elements of European cars were combined: Fiat-600 and Volkswagen Beatle . The first model of domestic "Zhiguli" , the so-called "penny", was copied from the "Fiat-124 . To arrange the release of "Zhiguli , for the first time in the history of the domestic automobile industry, they decided to purchase a whole plant for the production of passenger cars abroad. And the car itself was equipped with Polish-made shock absorbers, Bulgarian-made batteries, various devices, fittings and a Hungarian-made receiver.

The unsurpassed Russian "all-terrain vehicles" are NIVA (actively exported, especially to mountainous countries) and UAZ. This is understandable, given the natural conditions (unfortunately, the quality of the roads can be added here). But already the latest model of UAZ - Patriot - is assembled largely from imported parts, and "Niva produced at the Chevrolet plant.

1.2 Composition and structure of the automotive market

Automotive market definition

In order to give a precise definition of the automotive market, it is first necessary to define the general economic concept of the market. The following are several definitions of the concept of "market" in economic theory.

The market is a way of interaction between producers and consumers, based on a decentralized, impersonal mechanism of price signals.

Market - aggregate economic relations based on mutual agreement between market entities regarding the transfer of ownership of goods or the possibility of receiving services.

Market - a set of conditions due to which buyers and sellers of a product (service) come into contact with each other in order to buy or sell this product (service).

Analyzing the above, we can conclude that the market as an economic category has two main components:

market entities.

The subjects of the market are consumers/buyers (representatives of demand) and producers/sellers (representatives of supply).

Product - anything that can be offered in the market to attract

attention, familiarization, use or consumption and that can satisfy the need or requirement. A good can be a tangible object, a service or an intangible object (for example: patent, copyright).

Given all of the above, we can give the following definition of the automotive market:

The automotive market is a set of economic relations due to which the interaction of market entities takes place in order to

exchange of finished vehicles for cash or cash equivalents.

The product of the automotive market is a finished car. A completed vehicle is a motor vehicle with more than two wheels that is capable of being driven without additional modifications to its design.

Thus, the goods of the automotive market cannot be considered, for example: motorcycles, etc., individual car units and spare parts.

The car, as a commodity, must meet the needs or requirements of the buyers of the automotive market. In marketing, there are three forms of manifestation of consumer desires:

A need is a person's lack of something necessary.

A need is a need that has taken a specific form in accordance with the cultural level and individuality of a person.

A request is a need that a person is able to fulfill due to his financial capabilities.

Due to the fact that each person has his own individuality and a limited material resource, it can be said that in market conditions The desires of buyers are manifested only in the form of requests.

Definition of the industry market and the time interval of the study

The automotive market as a whole is divided into two large groups with fundamental differences:

Private car market;

The market for commercial vehicles is: buses, trucks, special equipment, etc.

At the present stage of market development, there is a trend towards a decrease in the share of domestic cars and an increase in the number of cars of foreign brands assembled in Russia. The specificity of the analysis lies in the study of the automotive market in Russia and the world, as well as the analysis of the domestic brand on the example of the Ulyanovsk Automobile Plant.

Time period: 2010-2013. This time period was accepted for research, since the current state of the automotive market is of greatest interest.

Market geography

The largest concentration of dealerships is in Moscow and the Moscow region, as well as in St. Petersburg. All brands are represented here. foreign companies. The Central region is the leader in sales. That is why the "conquest" of the Russian automotive market begins with him.

Market Structure

The world and Russian market of new passenger cars can be represented as the following scheme of the movement of the finished car:

Car Manufacturer→Importer→Dealer→Subdealer→Buyer

Thus, the market under consideration is characterized by a two- or three-level distribution system from the producer to the final consumer. It should be taken into account that when organizing production in Russia, the supply chain is reduced by eliminating the "importer" link. It is rather difficult to find out the number of importing companies, due to the "closed" nature of this sector. It is worth remembering that some automakers use the services of several importers to spread the risks.

Subjects of the industry market

Subjects of the branch market:

Buyers. The buyers of this market are individuals and legal entities. Most of individuals, individual citizens, buy a car for personal use. Some use it for profit: private cab, organization of excursions, etc. A potential buyer is every citizen of the country who has reached the age of 18. Legal entities purchase transport in order to ensure greater mobility and independence of their business, as well as to organize a passenger transportation business.

Sellers, dealers, importers. The sale of passenger cars by individuals is widespread mainly in the segment of used cars, but there is also a small percentage of new cars - these are models and brands that do not enter Russia through official channels. The vast majority of cars are sold by specialized institutions - car dealers. All dealers are required to conclude an agreement with the official representative office, and have the right to count on support. However, in exchange for the right to sell cars of a particular brand, dealers acquire the obligation to conduct business in compliance with the corporate standards of the brand and fully assume all related costs. In addition to official dealers, there are so-called "gray" dealers on the market who sell cars under certain brands, but do not have an agreement with the official representative of the companies. Often "gray" dealers use the logos of car companies in the design of salons, although this is illegal.

The process of entering each new model on the domestic market and the subsequent delivery of goods to the territory of our country are fraught with great difficulties. To obtain permission to sell a new car model, it is necessary to pass its certification, and this is an expensive procedure. Delivery of a car to a client, unless of course it was assembled in Russia, is fraught with difficulties in crossing the border. All these costs are beyond the power of a single dealer.

Official representative offices always bear the cost of certification. The organization of the flow of ordered cars through customs barriers falls on the "shoulders" of importing companies. There may be several, depending on the policy of the automaker. Most Western companies this moment switched to centralized supplies, that is, one importer. At the same time, the importing company is not prohibited from having its own dealer networks.

Product differentiation

The main product of the market under consideration is a ready-made passenger car.

The product is designed to meet the needs of a person in movement, and related needs: communication, communication, independence, style, status, whim. Additional goods here may be: branded accessories from the company, not provided by the official supplier of "improvement" of the car - tuning, installation of anti-theft systems, car insurance and car loans.

The product in the market under consideration belongs to the group of consumer and non-food products. In terms of purity of demand - goods of rare demand, with a pronounced trend towards a decrease in the period between purchases.

Only public and commercial vehicles can serve as a substitute product in this market. common use. His position is especially strong in major cities crowded with cars and with a developed public transport structure.

When moving over long distances, a passenger car is inferior to railway transport in terms of cost, but wins in terms of convenience. Air transport is much faster. Motorcycles and bicycles can compete with cars only in countries with a hot climate and a low standard of living, to which Russia does not belong.

Buyers often purchase another product along with the car - service maintenance. Official dealers recommend that their customers contact their car dealerships for any repairs. However, sometimes repairs at an unauthorized service are cheaper and of similar quality. Initially, the buyer is forced to contact only official dealer until the end of the warranty period, otherwise the manufacturer's warranty will be void.

Market conditions

Market conditions (segmentation). The most common classification of goods in the passenger car market is the criterion for the size class of the car. According to the common European classification, there are:

· "A-class" - small cars, length: up to 3.6 m;

· "B-class" - compact cars, length: 3.6 - 4.2 m.;

· "S-class" - middle class, length: 4.2 - 4.4 m;

· "D-class" - family cars, length: 4.4 - 4.7 m;

· "E-class" - business class, length: 4.7 - 5 m;

· "F - or S-class" - representative cars, length: more than 5 m;

Two major trends can be noted. Firstly, with each new generation of their models, car companies increase their overall dimensions, trying to provide a greater level of comfort than competitors. Thus, machines move to the next size class. One example: the modern Volkswagen Polo class "B" even slightly exceeds the size of the first generation of the Golf model - the ancestor of the "C-class". Secondly, automakers strive to satisfy as many customer needs as possible with one car, which leads to the emergence of models at the junction of classes. The most striking example of the "Nissan Qashqai", located at the junction between "C-class" cars, minivans and SUVs, is new type SUV (Sport Utility Vehicle). Unprecedented success this car allows us to judge that interclass cars will appear more and more. Almost all size classes are divided into types according to the type of car body. Types of cars by body type:

· sedan;

· 3-door hatchback;

· 5-door hatchback;

· station wagon;

· coupe;

· cabriolet;

· roadster;

· microminivan;

· minivan;

· veins;

· compact SUV;

· SUV.

At the present stage, one can note the emergence of new types of bodies: at the junction of a coupe and a sedan - the Mercedes-Benz CLS model. Further, it is necessary to segment the market on the basis of price, since due to the high cost of the car, this indicator is decisive. The following categories can be distinguished:

· up to $15.000

· from $15.000 to $25.000

· from $25.000 to $45.000

· from $45.000 to $80.000

· over $80.000

The category to which a particular model belongs depends on the size class of the car and the strategy of the manufacturer. The combination of parameters of the size class and body type is aimed at meeting the individual needs of various categories of the population. When combining the above combinations, the highly specialized needs of people with a high financial position are satisfied.

Car advertising has its own characteristics, like all industry products. The main feature is in the targeting and image creation, in contrast to the "information noise" used in the promotion of many consumer products.

There is also a peculiarity of dissemination of information "by word of mouth". The fact is that it makes no sense for marketers to influence this segment: the same car can cause completely different sensations for each person. Unity of opinion is achieved only on the issue of reliability of its operation.

Now it’s not a car for sale, and not even “not a sample of a modern technical progress", and the idea is a philosophy. All Western companies build their marketing campaigns on the basis of a single "slogan" that reflects the philosophy of the brand: Ford - "Towards change", Toyota - "Drive the dream". The "slogan" has changed - the positioning of the brand has also changed.

Some features of the promotion of cars:

· Advertising on television: only federal or regional channels, rating time, profile programs, film screenings, sports.

· Radio - specialized radio stations.

· Press - federal level: automobile magazines, magazines about business and finance, sports, geography and nature, less often in "ladies" magazines; almost non-existent in black and white editions. They often publish their own editions.

· Outdoor advertising: streamers, posters, etc.

· Particular attention is paid to the design of dealerships in a corporate style and the abundance of information media: leaflets, price lists, catalogs, souvenirs, business cards, etc.

· Internet: own websites of manufacturing companies, advertising on specialized portals.

· Direct marketing: creating clubs of fans of a particular car brand, club cards and privileges, events, contests, regular mailing lists.

Automakers are trying to reduce the budgets for advertising in traditional media, and increase - for advertising on the Internet. According to experts, this is primarily due to a change in the behavior of car buyers. In search of their car, they study less traditional media and spend more and more time on the Web. Similar trends are inherent in other markets.

The state of the automotive market in the world

Table 1 "Sales of passenger cars in the world":

Segments in 2011, million units 2012, million units 2013, million units Worldwide car sales58.8961.8764.47Canada1.591.681.69USA12.7314.4015.00Germany3.173.083.14Russia2.652.933.08China10.0410.6511.75

As a result, we can say that the largest volume of sales among competitive countries is observed in the United States (2011 - 12.73 million, 2012 - 14.40 million, 2013 - 15.0 million) and China (2011 - 10 .04 million, 2012 - 10.65 million, 2013 - 11.75 million). Russia also occupies a good position in the global car market (2011 - 2.65 million, 2012 - 2.93 million, 2013 - 3.08 million). In addition, it should be noted that in all countries there is a significant increase in car sales, and this indicates the presence of demand and an improvement in the quality of the automotive market as a whole.

Table 2 "Growth rate of cars sold in the world":

Indicator name: 2011, mln. 2012, million units 2013, million units 2011/2012 Growth Rate 2012/2013 Growth Rate, % Worldwide Auto Sales58.8961.8764.475.06%4, 20%Canada1,591.681.695.66%0.59%USA12.7314.4015 .0013.11%4.16%Germany3.173.083.14-2.84%1.94%Russia2.652.933.0810.56%5.11%China10.0410.6511.756.07%10.32%

Calculations:

Tpr \u003d Tr% - 100%

The state of the Russian automotive market

Over the years, Russia has become an increasingly prominent player in the global market. The automotive industry is no exception.

Moscow now accounts for just over 10% of the Russian fleet and about 20% of the Russian car market. Another 6.2% of the park and 8-10% of the market falls on the share of the Moscow region. More than 30% of foreign cars sold on the Russian market are annually registered with the Moscow traffic police. Despite the annual shift in the share of sales in favor of the regions, for a number of foreign brands (mostly the most expensive), the share of Moscow still exceeds 50%. The Moscow market is also a "transit" market for the regions adjacent to Moscow. A significant part of buyers from regions bordering or located within a radius of 300-600 km from Moscow (Tula, Vladimir, Tver, Smolensk, Kaluga, Ryazan, Yaroslavl, Ivanovskaya, etc.) purchase new cars in the capital.

The state of the Russian automotive market for 2011-2013 has improved. The total volume of sales of cars of all types and all segments by source of origin (traditional Russian brands, Russian-assembled foreign cars, new imports and used imports) amounted to 2.65 million units in 2011, and 2.93 million units in 2012. , in 2013 3.08 mln.

The share structure of the market of cars (by origin) in each of the three sectors (cars, trucks and buses) changed during the year in accordance with the regularity inherent in each sector. Comparison of the structure of the passenger car market by origin over the past two years revealed the following changes. Absolute sales growth was noted in all market segments. In addition, the Russian passenger car market is distinguished by a high level of division into models, which characterizes its relative development, but creates problems in competitiveness in terms of production scale.

Table 3 "Sales of new cars commercial vehicles in Russia":

Month 2010, pcs. 2011, piece January74 002127 977Feb91 930165 898March126 938224 495April165 565235 473May159 022235 170June176 026246 429July177 410225 524August169 987224 764September 187 057235 909October 189 516240 865November 190 133239 490December 205 208251 414Total: 19127942653408

As a result, we can say that sales of new light commercial vehicles in Russia increased significantly in 2011 compared to 2010. In total, in 2011, sales increased by 740,614 units compared to 2010. This indicates the competitiveness and stable position of Russia in the automotive market.

Table 4 "Growth rate of sales of new passenger cars in Russia":

Indicator name: 2010, pcs. 2011, piece Growth rate 2010/2011, %January74 002127 97,772.93% 17047.88% June176 026246 42939.99%July177 410225 52427.12 %August169 987224 76432.22%September187 057235 90926.11%October189 516240 86527.09%November190 133239 49025.95%December205 208251 41422.51%Total: 1912794265340838.72%

Calculations:

Тр = Y2/ Y1 * 100%, where Y1 is the base period, Y2 is the reporting period.

Tpr \u003d Tr% - 100%

As a result, we can say that the growth rate of sales in 2011 compared to 2010 is quite high. This indicates a significant increase in demand for goods from the Russian automotive market.

Chapter 2. Car market research on the example of UAZ OJSC

2.1 Characteristics of JSC "UAZ"

The history of the development of JSC "UAZ"

During the Great Patriotic War <#"justify">· Panorama "UAZ";

· People's newspaper;

· Russian newspaper.

The mission of OAO "UAZ": to be a leader in Russia and in the markets of developing countries in the production and sale of reliable low-tonnage off-road vehicles.

The course work presents: balance sheet, report on financial results, the average number of employees. [cm. Appendix A]

UAZ produces multifunctional machines, they will become a good assistant in work and are suitable for lovers of outdoor activities. UAZ vehicles can solve the problems of transporting people and goods on bad roads and in their complete absence.

Automotive plant "UAZ" simply knows how to apply technological positive sides and achieves success through efficient production at the lowest possible cost.

Advantages of the automobile market of JSC "UAZ"

Ulyanovsk car factory has been producing UAZ vehicles for over 70 years. On different roads, regardless of the season, in different climatic conditions, in winter - with frost - 45 degrees and in summer - with heat of +45 degrees, this car can drive with leading front and rear axles. Therefore, a UAZ car is a car - an all-terrain vehicle. Now the Ulyanovsk Automobile Plant produces more than 40 varieties and modifications of UAZ. The latest UAZ models have reached the same level as the world-famous foreign vehicles "Jeep", capable of driving on complete impassability. Thus, UAZ vehicles are designed to move along a rural road, but have a comfortable interior, beautiful appearance that meet the requirements of the modern consumer. UAZ is an all-terrain vehicle, as it is designed to drive on a damp, swampy, difficult road. It is the UAZ that is designed specifically for harsh climatic conditions, it can withstand winter frosts and summer heat.

Advantages of UAZ cars:

UAZ is an all-terrain vehicle, as it is designed to drive on a damp, swampy, difficult road.

UAZ is designed specifically for the harsh climatic conditions of our republic, it can withstand winter frosts and summer heat.

For residents of rural areas, the UAZ car is most suitable, as it has a high cross-country ability, market price corresponds to the income of a rural worker and you can easily get spare parts for this machine.

Industry risks of OAO "UAZ"

JSC "UAZ" carries out its business activities in the domestic and foreign markets, and therefore it is inherent in the risks associated with domestic and foreign market conditions. The main risks of the production and sale of vehicles by JSC "UAZ" include:

· decrease in loyalty of end customers finished products;

· significant dependence of the automotive market on the socio-economic situation in the country, the level of consumer expectations and the availability of car loans;

· moral obsolescence of the manufactured model range and dependence on the successful results of new research and development projects carried out by UAZ OJSC and financial restrictions on their implementation;

· increased competition in the automaker market;

· reduction in price advantage due to rising prices for raw materials;

· depreciation of fixed production assets;

· an increase in import duties in exporting countries, an increase in transport tariffs;

· decrease in consumer demand and increased competition in the sales markets.

Automotive production is also dependent on related industries, including the production of chemical components, metal, rubber products. Changes in the market situation in these industries also affect the main production activities OAO UAZ.

In order to reduce sectoral risks in the automotive industry, UAZ OJSC plans to promptly respond to changes by analyzing and developing measures to eliminate negative impact in particular to carry out the following activities:

· development of new car models, as well as modernization of the existing model range in order to improve the consumer qualities of products and ensure compliance with the requirements of quality, environmental friendliness and safety standards;

· implementation of a cost reduction program, including the search for alternative suppliers of high-quality and inexpensive materials and components;

· conclusion of long-term contracts with suppliers of raw materials and components in order to optimize costs over time;

· modernization of existing production facilities.

Status of JSC "UAZ"

Despite the absence of obvious new products in the model line, the Ulyanovsk Automobile Plant finished 2013 with a record sales of cars sold on foreign markets. According to the data of the enterprise, 10421 cars were shipped for export. This is 37% more than in 2012. UAZ vehicles were delivered to 20 countries.

The basis of supplies, as you might guess, were UAZ Patriot off-road vehicles. The volume of their sales in 20 world markets increased by 25% compared to 2012. At the same time, in Russia the most popular product of the enterprise went into the red. For 12 months of the past year, our "patriotic" farmers and hunters purchased 5% less UAZ Patriot than a year earlier.

Export sales of another model, the UAZ Pickup, grew by 7%. This type of body was more actively preferred at home. This is evidenced by the fact that in 2013, thanks to the efforts of compatriots, 9% more UAZ Pickup was purchased than in 2012.

In recent years, the number of cars exported outside the Russian Federation has increased. The number of cars sold in the domestic market decreased in 2013 by 10,817 units compared to 2012. [cm. Appendix B]

As the press service of the Ulyanovsk Automobile Plant informs, the main growth in sales fell on non-CIS countries, where sales volumes increased by 25%. At the same time, the growth in the number of cars sold in the CIS countries amounted to more than 17%. In the coming year, the company intends to turn its eyes towards such markets as the countries of Latin America, Africa, Southeast Asia and the Middle East.

Sales of new passenger cars and light commercial vehicles in Russia in the first month of 2014 decreased by 6% compared to January 2013. Dealers sold 152,662 vehicles. A slight decrease in sales may indicate a glut in the state of the automotive market at the moment.

2.2 Analysis of the car market of OAO "UAZ"

Table 5 "Sales volumes of OJSC "UAZ" in the respective segments":

Relevant segments: 2010, pcs. 2011, piece 2012, piece Share (2012), %SUV (SUV) 23 24228 22929 12948.0% Pickup truck1 4792 4973 6396.0%LCV (Light commercial vehicle) 13 29617 97316 01626.4%MPV (Minibus) 11 0268 4491 1 86919.6% Total: 49 04357 14860 653100%

The table shows that the largest share is occupied by SUVs (48%), followed by light commercial vehicles (26.4%), minibuses account for even less (19.6%), and the smallest share is occupied by a pickup truck (6%). From this we can conclude that the automobile market of OAO "UAZ" focuses on off-road vehicles.

Table 6 "Growth rate of sales of JSC "UAZ" in the relevant segments":

Indicator name: 2010, pcs. 2011, piece 2012, piece Growth rate 2010/2011, % Growth rate 2011/2012, %SUV (SUV) 23 24228 22929 12921.45%3.18%pickup1 4792 4973 63968.83%45.73%LCV (light commercial vehicle) m) 13 29617 97316 01635.17% -10.89%MPV (minibus) 11 0268 44911 869-23.38%40.47%Total: 49 04357 14860 65316.52%6.13%

Calculations:

Тр = Y2/ Y1 * 100%, where Y1 is the base period, Y2 is the reporting period.

Tpr \u003d Tr% - 100%

Analyzing the data in the table, we can say that the growth rate of all cars decreased in 2011/2012 (6.13%) compared to 2010/2011 (16.52%). The growth rate of pickups decreased in 2011/2012 (45.73%) compared to 2010/2011 (68.83%), SUVs in 2011/2012 (3.18%) compared to 2010/2011 (21 .45%) and light commercial vehicles in 2011/2012 (-10.89%) compared to 2010/2011 (35.17%). On the other hand, the growth rate of minibuses increased in 2011/2012 (40.47%) compared to 2010/2011 (-23.38%).

2.3 Prospects for the development of JSC "UAZ"

During 2014, the Ulyanovsk Automobile Plant will continue to modernize the production site, introduce new technologies and improve the cars produced.

According to Director General OAO "SOLLERS" and OAO "UAZ" V.A. Shvetsov, the enterprise will create universal production facilities that will allow launching the production of a new line of cars under the UAZ brand, as well as organizing the potential production of cars of foreign brands.

In February of this year, a new technological line for the preparation and cataphoretic priming of bodies, manufactured by the German company EISENMANN Anlagenbau GmbH & Co., was put into operation at the plant. All equipment is designed taking into account environmental requirements and the possibility of further modernization. All materials used, which are supplied by PPG-Helios and Henkel, also meet high modern requirements. The design capacity is 105 thousand vehicles per year, which allows processing not only the entire UAZ model range, but also the car bodies of potential partners.

Another of the innovations is the modernization of a large stamping complex. The installation of the new stamping line will make it possible to manufacture parts for modern Patriot vehicles, which will continue to be produced until 2020. It is planned that a new press line will be installed and assembled at UAZ, which will allow manufacturing parts for the new model range according to the latest automotive standards - stamping the entire sidewall. This will be a breakthrough both in terms of work organization and quality, and most importantly, it will lay the foundation for the production of the future line of cars of the Ulyanovsk Automobile Plant.

It is also planned to create a unified logistics center. To this end, in January 2014, all warehouses were reorganized and concentrated around the assembly line, which will make the production structure more manageable, and inventory accounting and storage more efficient.

Today's UAZ is located on 312 hectares, and it is simply unprofitable to maintain such an area. The movement towards concentration of production on smaller sites implies the need to part with part of the territory. Vadim Shvetsov noted that the modernization of the enterprise will entail shrinking the plant to the perimeter of a standard car production - from 312 hectares to 50.2 hectares, which will allow it to meet modern requirements for architecture and design modern production cars. It is planned that the territory of the enterprise will be divided into six zones: the plant itself with an area of 50.2 hectares, residential development "West" (73.5 hectares), metallurgy zone (33.5 hectares), "East" (56.15 hectares) , a public and business zone with an area of 39.85 hectares and auxiliary territories (58.8 hectares). At the same time, it is planned to create 4,331 vacancies, including about 1,500 new high-tech jobs. The program is designed for 6 years. Part of the area will be occupied by an industrial park.

Currently, the Ulyanovsk Automobile Plant produces 240 vehicles per shift. It is planned that upon completion of the modernization, the annual production volume will be 105,000 vehicles per year.

The new "Patriot" will be produced every year, and the changes will affect both the interior and exterior, as well as the chassis and aggregates. "The new Patriot will be launched in the fall with a completely different level of quality. The changes will affect the entire model range, which, as it is modernized, will replace the old models. The Patriot family is represented by three models: the Patriot itself, the Pickup truck and the Cargo truck" with a carrying capacity of 800 kilograms.Recently, cars are equipped with a German LUK clutch and a Korean transfer case DYMOS.There are two types of ZMZ engines to choose from: a 2.7-liter gasoline and a 2.3-liter diesel.

Conclusion

The automotive market in Russia is gaining momentum every year. The reasons for the car boom are clear - citizens' incomes are growing, and a car in Russia is still considered an element of prestige. Moreover, many people buy transport of a class above what they can afford.

The reasons for this excitement are not only in the growth of incomes of the population, although it is also present. According to Rosstat, the share of people who can easily buy durable items has increased. Car loans continue to grow as well. In the struggle for new customers, banks, together with car dealerships, offer new preferential programs. But another unexpected reason is the sharp rise in real estate prices.

Many citizens who were saving up for an apartment realized that they could not keep up with the prices. Some of them save money, waiting for a collapse in the real estate market, and some, in desperation, buy a good car, wanting to at least improve the quality of life. This means that in the near future there will be no recession in the car market.

The course work examined: the structure of the automotive market, car sales in Russia and the world over the past few years, the current state of the automotive market of OAO UAZ.

Bibliography

1.Course of economic theory, ed. prof. Chipurina M.N. and prof. Kiseleva E.A. - Kirov: ASA, 2006. - 832 p.

2.Kotler F., Armstrong G., Saunders D., Wong V. Fundamentals of Marketing. - M.; St. Petersburg; К.: Williams Publishing House, 2006. - 944s.

.Schwartz A. Car and construction of civil society in Russia. Magazine "Money". No. 17 2010.

4. Mechanical engineering of Ukraine and the world "Russia: the state of the automotive market is improving, 2011-2012", #"center"> Applications

Annex A

Table 1 "Balance sheet":

Name of the indicator in 2011, thousand rubles 2012, thousand rubles 2013, thousand rubles 1234 Asset I. Non-current assets Intangible assets504442553 Research and development results177 348194 827227 427 Intangible prospecting assets --- Tangible exploration assets --- Fixed assets5 392 0795 351 1785 588 349 including: Capital investments in progress 317 916278 116438 275 Profitable investments in material assets30 31830 7149 842 Financial investments2 642 1487 111 2888 852 267 Deferred tax assets-9 30823 325 Other non-current assets56 47442 54724 759 Total for section I8 298 87112 740 30414 726 522II. current assets Inventories1 452 7921 631 917813 323 Value added tax on acquired valuables107 286100 441175 674 Accounts receivable6 907 66211 456 7208 488 112 Financial investments (excluding cash equivalents) 6 783 65378 9 2327 575Cash and cash equivalents508 507197 4641 716 175Other current assets16 99913 34917 136Total for section II15 776 89913 478 81411 237 995 BALANCE24 075 77026 219 11825 964 517 Passive III. Capital and reserves Authorized capital 4 142 6574 142 6574 142 657 Treasury shares --- Revaluation of non-current assets3 339 1483 297 9533 264 509 Additional capital --- Reserve capital414 266414 266414 266 Retained profit3 708 3214 735 1123 687 883Total for Section III11 604 39212 589 98811 509 315IV. Long-term liabilities Borrowed funds2 003 0003 733 5955 571 758 Including interest on borrowed funds---Deferred tax liabilities43 335--Estimated liabilities---Other liabilities---Total for Section IV2 046 3353 733 5955 571 758V. Short-term liabilities Borrowed funds5 584 1592 004 1664 357 Including interest on borrowed funds10 2714 1664 357 Accounts payable4 631 3207 483 2438 369 603Deferred income --- Estimated liabilities209 519408 09 6509 471Other liabilities453013V10 total 425 0439 895 5358 883 444BALANCE24 075 77026 219 11825 964 517

Table 2 "Statement of financial results":

Name of the indicator in 2011, thousand rubles 2012, thousand rubles 2013, thousand rubles Revenue 26,400 51,127,931 41,426 191,901 Cost of sales23,452 54,325 225 16,323 480,614 Gross profit (loss) 2,947 9,682 706 2,512 711,287 Selling expenses383 259,370 254490 177Administrative expenses1 160 7261 047 8571 259 641Profit (loss) from sales1 403 9831 288 140961 469Income from participation in other organizations2046 640301 033 Interest receivable980 059258 1184 189 Interest payable1 001 161677 926648 633Other income4 609 8593 477 6773 715 431Other expenses5 066 1853 193 7745 330 553 Profit (loss) before tax926 5751 198 875997 064 Current income tax519 284264 89794 584 including permanent tax liabilities (assets) 270 18227 013276 497Change in deferred tax liabilities15 42910 3853 722Change in deferred tax assets48 35841 75021 222Other3 9975176 525Net profit (loss) 467 081985 5961 08 0 673

Table 3" Average headcount workers":

Indicator 2011, people 2012, people 2013, people Average number of employees9 6428 7368 088

The market for goods and services includes a fairly large number of segments, and each enterprise is directly related to one of them, or several, depending on the scale and types of activities. The automotive business is no exception.

For any company, it is important to advance in the market and strengthen their own positions. That is why marketing research exists, which can cover both the Russian and foreign markets of the automotive industry.

To conduct a qualitative marketing research of cars, it is necessary to first determine the goals and objectives of this study. Which particular market segment should be covered - cars, trucks, bus fleet, or all of the above at the same time.

It is also worth paying attention to the age category and structure of the fleet and the country of manufacture, if import or production of foreign brands is implied.

Another goal for conducting marketing research should be to determine the level and dynamics of car sales in the selected market segment. It is worth paying attention to the level of supply and demand and consider both budget options for cars and business class cars and above.

Where to get money to start own business? This is the problem faced by 95% of new entrepreneurs! In the article, we have revealed the most relevant ways of obtaining start-up capital for an entrepreneur. We also recommend that you carefully study the results of our experiment in exchange earnings:

One of the tasks that must be set when drawing up a marketing research plan is the further forecasting of the car fleet, the development of the company in the market, as well as minimizing losses and eliminating minuses in work. It is also necessary to determine the time period, for example, to make a forecast until 2015.

Ultimately, a progress report should be drawn up, which will necessarily include such aspects as:

Sales and production volumes in this area for a specific period of time, as well as the most popular car models for the same period.
The next step will be to determine the same indicators in relation to the freight industry and the bus fleet. Here, too, a forecast for sales and further development of the fleet should be made.
In conclusion, all the data received should be summarized and analyzed, on the basis of which a plan for further policy on the market will be drawn up.

Such market research will be useful for both retail and wholesale sales, as well as companies that are engaged both exclusively in production and repair, as well as provide Maintenance auto Vehicle.

Sources of information when conducting marketing research vehicles will include both secondary information and statistics from the State Statistics Committee of the Russian Federation, traffic police, television and print media.

Based on the results of the study, the management of the customer company should be provided with a report containing an analysis of all the information collected and a proposed list of actions for the further development of the company in the market.

Ministry of Education and Science of Ukraine

Kharkiv National Economic University

Department of Enterprise Economics

and management

Individual research assignment

course: "Marketing"

on the topic of: « Car market research»

Checked: Executed:

teacher 3rd year student, 1gr.

Oleinikov Faculty "E and P"

Nadezhda Nikolaevna Khranovsky A.I.

Kharkov, 2006

Introduction 3

Section 1. Market Opportunity Analysis 4

1.1. Product research 4

1.2. general characteristics and product classification 4

1.3. AUTO MARKET RESEARCH 6

1.3.1. Market segmentation 6

1.3.2. Identification of the capacitance of the internal and external

1.3.3. CONJUNCTURE AND MARKET TRENDS 15

1.4. Consumer Research 17

1.4.1. Factors that shape consumer

product benefits 17

1.4.2. General characteristics of consumers of goods 18

1.5. Competitor Research 20

1.6. Research of the marketing environment of the market 23

Section 2 New Product Development 26

2.1. Choice of consumer segment and

product positioning 26

2.2. New product idea development 28

2.3.Pricing for a new product and strategy

pricing 29

2.4. Sales organization 31

2.5. Communication policy development 33

2.6. Marketing Management 34

Conclusion 37

REFERENCES Appendix 38

Introduction

The analysis of the Ukrainian car market was carried out in order to:

1. to give an up-to-date assessment of the passenger car market in Ukraine as of the beginning of 2006;

2. assess the possibility of selling cars, based on the situation on the market;

3. evaluate the project's opportunities and return on investment in production.

Initially, this analysis was a component of the marketing plan and, in turn, was included in the project for organizing production at one of the Lviv enterprises, therefore, the text may refer to non-existent sections that remained closed to the general public.

In this paper, the market for automotive products is studied, the needs that exist in this market, the features of production, the conjuncture and the conditions prevailing in the car market are determined. Factors influencing consumers, their characteristics are determined, and market segmentation is described. The characteristics of the producers of this product, their pricing policy and marketing activities, are of great importance, the state of marketing environment. It also characterizes the legal aspects of state influence on the automotive market, all these important points are considered in this paper.

Market Opportunity Analysis

1.1. Product Research

What is a product - an item that can satisfy certain needs of the buyer. The very essence of a product is to satisfy a person's need for this product. It is from this ability that it depends whether this product will be in demand on the market. Therefore, it is necessary to consider whether the goods present on the Ukrainian market are able to meet the needs for it.

From the very beginning it is necessary to determine the satisfaction of what need is required from this product. This need stems from the very definition of cars. Passenger car is a vehicle designed to quickly move from one point to another and carry up to 4 passengers. So, from the definition, we have two types of cars that have different purposes.

1.2. General characteristics and classification of goods

According to various sources, as of December 3, 2005, there were about 40 brands of passenger cars in Ukraine. However, given the rapidly developing automotive industry in both Ukraine and Russia (not to mention manufacturers from near and far abroad), this list can be replenished with at least 2-3 more brands of the same type. And given that some manufacturers of passenger cars produce them in several brands, it can be said with confidence that the entire range of the Ukrainian passenger car market is approximately 40 types.

I. Automotive sector: history and present

At the moment it is difficult to imagine a life in which there is no place for cars. If just a few decades ago a car was considered a luxury item, now almost 850 out of 1,000 people in the United States own a car. In 1885, the German inventor Gottlieb Daimler, and in 1886 his compatriot Karl Benz, manufactured and patented the first self-propelled carriage with a gasoline engine. Of course, the main invention at the initial stage of the development of the automotive industry was the discovery of a compact internal combustion engine. From 1885 to the 1930s, cars with electric motors and steam plants were quite widespread. However, these cars were uneconomical and soon disappeared from the scene. The uneconomical engine was replaced by new technologies - the Diesel engine and the piston internal combustion engine. The second type of engine remains the most popular to this day.

In 1999, 56.26 million cars and light trucks were produced in the world, and by 2012 this figure had reached 84.14 million units, thus car production increased by more than 49.5% in 12 years. Compared to 2011, in 2012, 5.2% more cars were produced. At the same time, the revenue of the ten largest global automobile concerns in 2012 amounted to $1,450.99 billion. The leader in car production in 2012 was China, which produced 22.9% of cars from the total world car production. And the main players in the sector for a long time are the Japanese Toyota Motor, the German corporation Volkswagen Group and the American concern General Motors.

In 2009, about 61.79 million cars were produced, and in 2012 car production reached a record high of 84.14 million units, that is, an increase from 2009 by almost 36.2%. At the same time, the number of cars sold from 2009 to 2012 increased by 24.9%. In 2012, 81.70 million vehicles were sold.

II. Major countries car manufacturers and consumers

In 2012, the world leaders in car production were China, the USA, Japan and Germany. South Korea was in fifth place, but Russia was in eleventh. In 2012, 22.9% of all cars in the world were made in China. The other largest Asian market, Japan, accounted for 11.8% of global production in 2012, while the same figure for Germany is 6.7%. In the USA in 2012, only 12.3% of all cars were produced, and in Russia, a modest 2.7%.

It is worth noting the dynamics of car production indicators by country: in 2012, China produced 22.9% of cars from their global production, and in 2011 this indicator for China was 23.0%. The share of cars produced in Japan increased from 10.5% in 2011 to 11.8% of all cars produced in the world in 2012, Germany's car market share fell from 7.9% in 2011 to 6.8% in 2012. The number of cars made in the USA increased from 10.8% in 2011 to 12.3% in 2012. At the same time, the number of cars produced in the USA increased in 2012 by 19.4% y/y. During the same period, German car production declined by 10.5% y/y. The largest increase in production was observed in Thailand, where the number of cars produced increased by 70.3% y/y.

In 2012, China accounted for about 23.6% of global passenger car sales. The second place with 18.1% in sales is confidently occupied by the United States of America, where in 2012 about 14.76 million cars were sold. Approximately 6.6% of global sales in 2012 came from Japan. Among the remaining seven world sales leaders, four places are occupied by European countries, including Germany, Russia, Great Britain and France. Almost 15.3% of global car sales came from these four countries.

In 2012, car sales increased sharply in Japan, where, by the end of the year, 27.5% more cars were sold than a year earlier. This fact is associated with a natural disaster in 2011, when the island's economy was hit by a massive earthquake and tsunami. Sales growth in the US in 2012 amounted to 13.4% y/y, while sales in China increased by only 4.3%. It is worth noting a significant decline in car sales in France - by 13.2% y/y. Such a decline in sales is due to the crisis in the Eurozone and high unemployment.

III. Major companies- car manufacturers

The main players in the market automotive production are Toyota, Volkswagen and General Motors. And Daimler and Ford close the top five. Toyota Motor Company's revenue in 2012 was about $272.76 billion, Volkswagen's sales reached $254.03 billion, and General Motors was able to generate about $152.25 billion from car sales in 2012.

At the end of 2012, the first three places in the production of cars were divided among themselves by the three largest global auto concerns - Volkswagen, GM and Toyota. At the same time, the number of cars produced by Volkswagen in 2012 increased by 9.0% y/y, while General Motors and Toyota produced 2.9% and 3.7% more cars in 2012 compared to the previous year. The largest production growth was observed at the plants of Honda – 41.3% y/y. A significant drop in car sales in France in 2012 was accompanied by a significant drop in the number of cars produced by the country's main automotive giant - PSA Peugeot in 2012 produced 16.5% fewer cars than a year earlier.

Among all automakers, a special place is occupied by the largest automakers Toyota Motor, Volkswagen and General Motors.

Toyota was founded in 1937 in Japan. The corporation produces passenger cars, trucks and buses under the Toyota, Lexus, Scion, Daihatsu and Hino brands. In 2012, the company's revenue stopped at $272.76 billion, and its year-on-year growth was 18.7%. The company's net profit for 2012 increased by 239.3% y/y and reached $10.53 billion. In 2012, about 7.44 million Toyota vehicles were sold. This indicator exceeds the result of 2011 by almost 3.7%. Sales Toyota is one of the leaders in the field of hybrid technology. Since 1997, the corporation has launched mass production of the Toyota Prius. A little later, hybrid modifications appeared in the Camry model, as well as some Lexus models. By 2030, the company plans to convert its entire line of vehicles to hybrid and electric motor technology.

The second largest concern is the German company Volkswagen Group. Like Toyota, Volkswagen Corporation was founded in 1937. The VW Group consists of approximately 350 companies involved in the production of vehicles and related components. Volkswagen includes such brands as Volkswagen, Audi, Seat, Skoda, Bentley, Bugatti, Lamborghini, Scania AB, MAN AG, Porsche. The group's revenue in 2012 increased to $254.03 billion, showing an increase of 21.2% y/y. Wherein net profit amounted to approximately $28.63 billion, while a year earlier this indicator was approximately $19.84 billion, thus net profit grew by 44.3% y/y. But car sales grew in 2012 by 9.0%. For the full year 2012, the company sold about 9.26 million vehicles.

Closes the top three automakers concern General Motors. The company began its work much earlier than its competitors - back in 1908. Corporations currently own car brands like Cadillac, Chevrolet, GMC, Opel, Vauxhall. At the same time, the company actively cooperates with other manufacturers, namely, it develops joint cars and engines with Fiat, Alfa Romeo, Ferrari, Maserati. Interestingly, one of the main shareholders of GM is the US Treasury Department, which owns almost 36.4% of the company's shares. The fact is that the US government saved GM from bankruptcy in 2009, after which the main part of the corporation's management passed into the hands of a government organization. In 2012, GM's revenue reached $152.25 billion, up 1.3% year-on-year. At the same time, the corporation recorded a net profit of $6.19 billion in 2012 compared to $9.19 billion a year earlier. Thus, net profit fell by 32.7% y/y. In 2012, the company sold 9.20 million vehicles, up 2.9% year-on-year.

Among Chinese manufacturers cars should be allocated to FAW, Chery, Geely and Great Wall. It is worth noting that most of the cars produced in China are produced under license from global brands such as Volkswagen and GM. So 10 GM plants are located in the Asian region. Volkswagen AG has 13 factories for the production of cars and components for them in Asia. The main advantage of Chinese products is the frequent updating of the model range and low cost products compared to Japanese and South Korean cars. However, talk that the quality of Chinese cars is much lower than that of their neighbors is often true. At the same time, in recent years there have been noticeable trends in improving the quality of Chinese products. This can be evidenced by the increased demand of buyers for cars from the Middle Kingdom - in 2012, every fourth car in the world was produced in China.

IV. Trends and prospects of the automotive sector

By the end of 2012, worldwide sales of vehicles with electric motors since the beginning of the production of these vehicles amounted to approximately 190,000, which is approximately 0.02% of the total number of vehicles on the planet. By 2020, according to forecasts, the number of electric vehicles will increase to 20 million units, and their share in the total number of cars will reach 2%. In 2012, sales of cars with electric motors amounted to 113 thousand, while the same indicator in 2011 was only 45 thousand, thus increasing sales year-on-year by 151.1%. The small share of electric vehicles on the market at the moment is primarily due to the fact that the charging time batteries in most cases, it is very small and allows you to drive only 100 km on a single charge, after which it will take at least a couple of hours to fully charge it. However, there are already cases where electric vehicles are becoming more practical. So Tesla Model S is able to drive about 480 km on one battery charge. at speeds up to 90 km/h. Further introduction of electric vehicles and their widespread use in life will require not only significant changes in production at the factories of automobile companies, but also the development of infrastructure - namely, the creation of “refueling” electric stations.

Another disadvantage of cars with electric motors is their price. For now average cost an electric car is $42,177, while a gasoline-powered car costs an average of $19,170. Thus, so far, an electric car costs almost 120.0% more than its gasoline counterpart.

In the US, about 439,000 hybrid vehicles were sold in 2012, while sales in 2011 were about 250,000 hybrids, an increase of 75.6%. Hybrid vehicles accounted for approximately 10.7% of all US sales in 2012. So far, this segment of the automotive industry looks the most promising, as it provides a good balance of convenience, price and environmental friendliness.

V. Tax levies, customs duties and environmental regulations governing the sector

Tax fees

Different countries around the world have their own laws and regulations governing the automotive sector. So in the USA there is no Federal vehicle tax, however, in all states there is an annual fee for registration of vehicles. Some states impose additional taxes on car owners, which depend on the current value of the car or on its mass. Russia has a multi-level system of taxes that are imposed on the ownership of a vehicle. If in 2011 for each horsepower of a car with less than 200 hp. If a car owner had to pay an average of 25.00 rubles, then in 2013 this amount will be 30.67 rubles, i.e. the tax will increase by 22.7% y/y. At the same time, these tax duties can be increased dozens of times in different regions of the Russian Federation. Undoubtedly, an increase in tax collections will lead to an increase in the cost of cars for buyers, which may negatively affect sales dynamics.

It is worth noting that since the beginning of 2012, China has been waging a stubborn customs war with the United States. Bid customs duties by the end of 2014 for cars produced in the USA will vary from 2.0% to 21.5% of the cost of an imported car. At the same time, the highest rate threatens the products of small US corporations that produce expensive sports cars. But the minimum rates will apply to the US divisions of European and Asian companies such as BMW and Honda. Such customs tariffs are forecast to increase the cost of GM products in China by 8.8%-12.9%. The Chinese government assumes that such measures will lead to the fact that American concerns will be forced to build their factories in China, which will positively affect the Chinese economy.

In Russia, since September 1, 2012, a recycling fee has been introduced for cars imported from abroad. The base amount of the fee will be 20 thousand rubles, however, for example, for cars, since the release of which more than three years and engine capacity, which is more than 3500 cubic centimeters, the fee can reach 700 thousand rubles. These measures have been taken in order to Russian manufacturers could somehow compete with companies from Europe, Asia and North America. Major countries such as Japan, China and the United States recently filed a complaint with the WTO in connection with the introduction of a recycling fee, and earlier a similar complaint was filed by the European Union. This situation may end with serious sanctions against Russia.

Environmental regulations

Every year the governments of different countries pass more stringent protection laws. environment. The automotive sector is one of the most dangerous in terms of harmful emissions into the atmosphere - it accounts for about 17.0% of greenhouse gas emissions worldwide. At the moment, one of the most important documents in terms of regulating emissions of harmful substances is the Euro-5 environmental standard, which entered into force on September 1, 2009 and is valid in Europe. However, for all imported cars, Euro-5 restrictions will be introduced only on January 1, 2014. Thus, the increasing influence of Asian manufacturers in Europe in recent years can be fully explained by less stringent environmental bans on Asian cars. In 2015, the Euro-6 environmental standard is planned to come into force, and already in 2013, Asian manufacturers will have to compete with other global automakers on equal terms in the European market.

Thus, there are many problems in the field of automotive production. Every year it becomes more and more difficult for automakers from other countries to compete in foreign markets. Ultimately, corporations that produce relatively cheap cars have an advantage. These manufacturers, of course, primarily include China, which already now occupies almost a quarter of the world market for manufactured cars. It is on the cheap and medium price segment of cars that the increase in tax duties will least noticeably affect, which will lead to an increase in prices for them.

VI. The main problems in the automotive sector and how to solve them

In addition to the economic problems of integration faced by automakers, there are other problems that need to be addressed as soon as possible. Basically, this problem is the emission of harmful substances into the atmosphere and problems with road safety.

Motor transport is one of the biggest environmental pollutants, every year about 17% of greenhouse gases in the atmosphere are emitted by cars. Now almost every automaker is developing in the field of alternative engines. These include electric motors, hybrid installations, which basically use two types of motors - an electric motor and an internal combustion engine. In addition, constant improvement is also being made to conventional internal combustion engines. In the European Union, the USA and China, regulations have already been developed according to which, by 2020, manufacturers will be able to supply the market with only those cars that, on average, consume only 4 liters of gasoline per 100 km, while at the moment this figure is approximately 8-9 liters per 100 km. Attention to new types of engines is caused not only by the tightening environmental standards, but also by rising prices for oil, which is used in the production various kinds fuel. The main manufacturers in the hybrid car market are Toyota and Tesla Motors, which specializes only in electric cars. It is worth noting the growing demand for electric vehicles. Thus, the revenue of Tesla Motors Corporation increased in 2012 by 102.3% y / y, but the company is still far from the break-even point. The fact is that with an income of $413.36 million in 2012 and a production cost of $383.19 million, Tesla spent another $273.98 million on new developments. This situation occurs almost every year. That is why the corporation is still making losses. Toyota started serial production of the Prius hybrid model already in 1997 and is still one of the leaders in the field of hybrid cars.

Another problem in the sector is the fight against road accidents. On this path, corporations are conducting numerous and long-term developments. If in 1999 the probability of dying in an accident in Russia was 18.59%, then in 2012 this figure fell to 13.74%. The last step towards reducing the death rate to zero will be the creation of a “smart” car with an autopilot, like in airplanes. Such developments are carried out by GM, Toyota and Volkswagen automakers. By 2020, GM plans to mass-produce self-driving cars.

VII. General assessment of the state of the sector

In recent years, there has been a significant increase in the influence of the Asian region in the global car market. Despite China's first place in car production, future prospects development of the industry in the country are not clearly expressed. Other major industry players, such as the US, may react harshly to an increase in customs duties in China. Also, China, before seizing a confident leadership in the industry, will have to solve the problem of the quality of its products. It is worth noting that a slowdown in the US or European economy may negatively affect the further growth of the Chinese auto industry. The further development of the industry in the country depends on how these issues are resolved.

Another major trend in the development of the sector is the shift in sales towards compact cars. From the beginning of 2013 to July 2013, the number of small body vehicles sold in the US increased by 12.3%, with overall sales growth of 8.5%. The continuation of this trend will partially solve the problem of road congestion in the largest countries.

Familiar cars with internal combustion engines will remain the most popular due to their low price compared to competitors. At the moment, electric vehicles are 120.0% more expensive than their gasoline counterpart, slightly better is the case with hybrid cars, which already account for 10.7% of total sales in the US. According to forecasts, by 2020 it is planned that about 2% of cars in the world will be equipped with electric motors, compared with a share of 0.02% in 2012. Prices for “alternative” cars will fall with the development of technology, and rising oil prices will increase the cost of maintaining and buying cars with gasoline engines. Thus, soon enough the average cost of these two types of cars can be equal. In connection with the tightening of environmental regulations by this time, the production and purchase of "alternative" cars will become a smarter move than buying cars with gasoline engines.

By 2020, it is planned to release cars with autopilot. Leading corporations GM, Volkswagen and Toyota are constantly developing in the field of "smart" cars. There are already working prototypes. The group that can quickly make this technology available to the general public is likely to become a world leader in the automotive sector.

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Marketing research of the car market. Russian car market: comprehensive analysis and forecast

Individual research assignment

course: "Marketing"

Kharkov, 2006

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