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Marketing research of the automotive market. Marketing research of the global passenger car market

Description

The study analyzes the dynamics of passenger car production in Russia as a whole and in federal districts. The report also provides data on the monthly dynamics of passenger car production. The study presents forecasts of production volume in the market for 2019.

In addition to a detailed analysis of import-export operations (delivery volume by years and months, leading countries of import and export), the study contains information about the main manufacturers of passenger cars in Russia.

Attention! The study is provided within 3 working days.

Purpose of the study

Assessment of the state and development forecast of the Russian car market.

Research objectives

Analyze the volume and structure of passenger car production;

Analyze the dynamics of exports and imports of passenger cars;

Collect background information about the main players in the Russian car market;

To identify trends and prospects for the Russian car market.

Research methods

Collection and analysis of statistical information (data Federal Service state statistics, EMISS, FCS);

Analysis financial information a specialized database of Russian enterprises;

Collection and analysis of secondary information from printed and electronic business and specialized publications.

Products analyzed in the study:

Production:

Automobiles.

Import and export:

Passenger cars (by engine size).

Price situation:

Producer prices:

Automobiles.

Consumer prices:

Passenger car imported supported;

A passenger car of a foreign brand is new;

Passenger car domestic new.

The list of products analyzed in the study is subject to change depending on the availability of statistical indicators.

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Content

Study Description

Project Summary

General economic situation in Russia

Production

International trade

Demographic situation

Employment

Standard of living and income of the population

Passenger car classification

Analysis of the Russian car market

Volume of production

Dynamics of production by years

Structure of production by federal districts

Dynamics of production by months

Indicators of the passenger car market by brand

Price situation

Price Forecast

Analysis of import and export of passenger cars

Import of cars to Russia

Dynamics of imports by years

Import dynamics by months

Structure and dynamics of imports by countries

Structure of imports by federal districts of imports

Structure of imports by regions of import

Export of cars from Russia

Export dynamics by years

Export dynamics by months

Structure and dynamics of exports by countries

Structure of export by federal districts of export

Export structure by export regions

Major players in the car market

Top players in the Russian market by revenue

Changes in financial results industry players

Top 10 player profiles

Description of the company: history, main characteristics of activity

Product range and brands

company's news

Financial indicators

Trends and prospects of the Russian passenger car market

Applications

Annex 1. List of tables and diagrams

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 of both an individual (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 unified world transport system is very 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;

· To analyze the current state of the automobile market of OAO "UAZ".

AT term paper the origin of the automotive market, its structure, car sales over the past few years in Russia and the world, and sales of cars by UAZ OJSC over the past few years will be considered.

car market sale car

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 the more developed countries of the 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 on the creation of cars, steam cars and electric cars took place in different countries at 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. In Russia, cars appeared in late XIX in.

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.

BUT 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, considering natural conditions(Unfortunately, here you can add the quality of the roads). 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 some definitions of the term "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 - a set of economic relations based on mutual agreement between market entities regarding the transfer of ownership of goods or the possibility of obtaining 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. The finished car means a mechanical vehicle, having more than two wheels, capable of movement without making additional changes 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 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 the study, since the greatest interest is state of the art automotive market.

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 it.

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 industry 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 transportation, 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 cars by private 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 launching each new model on 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 not 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 public transport can serve as a substitute product in this market. Its position is especially strong in large cities, crowded with cars and with a developed structure of public transport.

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 the official dealer until the end warranty period otherwise the manufacturer's warranty will be void.

Market conditions

Market conditions (segmentation). The most general classification goods in the car market is a 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: modern model Volkswagen Polo class "B" even slightly larger than 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. Most a prime example At the crossroads between C-class cars, minivans and SUVs, the Nissan Qashqai is a new type of SUV (Sport Utility Vehicle). The unprecedented success of this car suggests that more and more interclass cars will appear. 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, aimed at meeting individual needs various categories 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 philosophy. All Western companies build their marketing companies on the basis of a single "slogan" that reflects the brand philosophy: 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 an 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 USA (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 light commercial vehicles in Russia":

Month 2010, pcs. 2011, piece Январь74 002127 977Февраль91 930165 898Март126 938224 495Апрель165 565235 473Май159 022235 170Июнь176 026246 429Июль177 410225 524Август169 987224 764Сентябрь187 057235 909Октябрь189 516240 865Ноябрь190 133239 490Декабрь205 208251 414Итого: 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 Pace of 2010/2011,%January74 002127 97772.93%February 930165 89880.46%March126 938224 49576.85%April165 565235 47342.22%May159 022222 4176%June June 246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4246 4AR %August169 987224 76432.22%September187 057235 90926.11%October189 516240 86527.09%November190 133239 49025.95%December205 208251 41422.51%Total: 191847%

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: a balance sheet, a statement of 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 succeeds with efficient production at the lowest cost.

Advantages of the automobile market of JSC "UAZ"

The Ulyanovsk Automobile Plant has been producing UAZ vehicles for more than 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 with leading front and rear axles can drive. 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 needs 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, a UAZ car is most suitable, as it has a high cross-country ability, the market value corresponds to the income of a rural worker, and spare parts for this car can be easily obtained.

Industry risks of OAO "UAZ"

OAO "UAZ" carries out its economic activity in the domestic and foreign markets, in connection with which it is inherent in the risks associated with the internal and external market conditions. The main risks of the production and sale of vehicles by JSC "UAZ" include:

· decrease in loyalty of end buyers of 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.

To reduce sectoral risks in the automotive industry, UAZ OJSC plans to promptly respond to changes by analyzing and developing measures to eliminate the 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 ended 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.

Behind last years increased the number of cars exported outside Russian Federation. 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% pickup1 4792 4973 6396.0%LCV (light commercial vehicle) 13 29617 97316 01626.4%MPV (minibus) 11 0268 44919.6% 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 with environmental requirements and the possibility of further modernization. All materials used, which are supplied by PPG-Helios and Henkel, also meet the high modern requirements. The design capacity is 105 thousand vehicles per year, which allows processing not only the entire the lineup UAZ, but also 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 single logistics center at the plant. 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.

In the course work were considered: 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 JSC "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 1234Актив I. Внеоборотные активы Нематериальные активы504442553Результаты исследований и разработок177 348194 827227 427Нематериальные поисковые активы---Материальные поисковые активы---Основные средства5 392 0795 351 1785 588 349в т. ч.: Незавершенные капитальные вложения317 916278 116438 275Доходные вложения в материальные ценности30 31830 7149 842Финансовые 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 323VAT on acquired valuables107 286100 441175 674Accounts receivable6 907 66211 456 7208 488 112Financial investments (excluding cash equivalents) 6 783 65378 92327 575 Fires and monetary equivalents508 507197 4641 716 175 DEPIRENCE OF DEPIROMS16 99913 34917 136th 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 657Собственные акции, выкупленные у акционеров---Переоценка внеоборотных активов3 339 1483 297 9533 264 509Добавочный капитал---Резервный капитал414 266414 266414 266Нераспределенная прибыль3 708 3214 735 1123 687 883Итого по разделу 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. Краткосрочные обязательства Заемные средства5 584 1592 004 1664 357В том числе проценты по заемным средствам10 2714 1664 357Кредиторская задолженность4 631 3207 483 2438 369 603Доходы будущих периодов---Оценочные обязательства209 519408 096509 471Прочие обязательства453013Итого по разделу V10 425 0439 895 5358 883 444БАЛАНС24 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 Выручка 26 400 51127 931 41426 191 901Себестоимость продаж23 452 54325 225 16323 480 614Валовая прибыль (убыток) 2 947 9682 706 2512 711 287Коммерческие расходы383 259370 254490 177Управленческие расходы1 160 7261 047 8571 259 641Прибыль (убыток) от продаж1 403 9831 288 140961 469Доходы от участия в других организациях2046 640301 033Проценты к получению980 059258 1184 189Проценты к уплате1 001 161677 926648 633Прочие доходы4 609 8593 477 6773 715 431Прочие расходы5 066 1853 193 7745 330 553Прибыль (убыток) до налогообложения926 5751 198 875997 064Текущий налог на прибыль519 284264 89794 584в т. ч. постоянные налоговые 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 080 673

Table 3 "Average number of employees":

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

Topic: Comprehensive industry market research

Stages of market research

The following stages are distinguished in the research process:

1. Formulation of the problem and objectives of the study.
2. Determining the need for information and organizing its collection.
3. Information analysis.
4. Preparation of an analytical report.

The formulation of the research problem requires clarification of the main priorities of the organization in the field of marketing. To do this, it is necessary to answer a number of questions that help identify the main guidelines for production and economic activity: what changes have occurred in the market situation? in which direction should the organization develop? how to make a transition to a new state? The exact formulation of the objectives of the study is required to draw up a task for the analysis. It includes:- general characteristics organization and its activities in the market (when research is carried out by a third-party marketing firm); - information on the degree of knowledge of the market; - a description of the specifics of the problem posed and its relationship with the goals of the organization; - specific aspects of marketing activities that need to be studied; - requirements for the accuracy and reliability of the initial data; - terms and costs of the study. For the development of the task, it is fundamentally important to take into account the limitations that will allow you to avoid incorrect comparisons and increase the specific focus of the analytical work:

a) for comparability of the objects of analysis, the studied goods of competitors (product lines) must belong to the same classification group of the All-Russian classifier products;
b) to specify the objectives of the analysis, the geographical boundary of the analyzed market should be determined, taking into account the specifics of the use of the product, the reasonable alternativeness of its offer, the cost of transportation to the place of use, the frequency of purchases. The geographical boundaries of the market are expanding with an increase in the degree of uniqueness of the product and its complexity. At the same time, they narrow down with weak and expensive communication, a short service life and high degree unification of goods;
c) to take into account the possible seasonality of sales, the time interval of the analysis should include the full cycle of product sales (measured, for example, by the financial year).

The methodological basis for the analysis of marketing information is formed by a bank of methods and models that allows you to most fully reveal the relationship of the studied phenomena and is based on: - general scientific methods of system analysis and integrated approach; - analytical and predictive methods of linear programming, queuing theory, communication theory, probability theory, network planning, economic-mathematical and expert methods; - methodological techniques borrowed from sociology, psychology, anthropology, ecology, aesthetics, design; - models of statistical data processing and related application programs; - marketing research methods. The most commonly used methods of the latter group include measuring the market capacity, assessing the market shares of organizations, measuring the level of competition intensity, and market segmentation.

The results and conclusions of the marketing research are drawn up in the form of an analytical report, which includes the following information: - the name of the group (agency, firm) conducting the research, and the client for whom the research was performed; - the essence of the problem and the objectives of the study, formed in the assignment for the analysis; - the main results of the study presented in the form of reasoned conclusions and recommendations for solving the problem; - groups of analyzed physical and (or) legal entities, criteria for their selection, sampling methods and its type, reliability of the information received; - technology for conducting observations, experiments and surveys; - the period of time during which the study was conducted; -- geographic boundaries of the analyzed market; -- calculations and applications. The report may also include data necessary to illustrate the findings. For example, when analyzing multiple product markets, the findings can be systematized by product segments. opportunistic market commodity automotive

For new fast-growing markets, indicators of the dynamics of supply and demand are considered. In the context of the formation of a new business, it is advisable to include in the report the results of the analysis of marketing methods used in similar product markets abroad, etc. In addition, the report should contain all necessary information to develop a marketing mix aimed at solving the problem. Comprehensive market research.

In Anglo-American literature, such concepts as market research are distinguished, i.e. collection and analysis of information about a particular market, and marketing research, which involves the study of all elements of the marketing mix (commodity policy, pricing policy, product promotion system, personnel management system, communication policy). Marketing research is applied research. While market research answers the question of whether there is a market, marketing research provides answers to more practical questions: is there a market for a given product, how to enter it and gain a foothold.

Marketing research collects information about the dynamics of the market, and market research is more static. The British Institute of Marketing believes that marketing research is "the targeted collection, recording and analysis of all facts on problems relating to the exchange and sale of goods and services by the manufacturer to the buyer." According to the definition of F. Kotler, marketing research is a systematic problem analysis, the creation of a model and the definition of a circle of data in order to make the most correct decisions, improve control over the marketing of goods and services. The basis of marketing, of course, is complex marketing research, including both the study of the market and its conjuncture, and the assessment of the capabilities of the enterprise (firm) itself, which builds work on the principles of marketing. Such marketing researches allow planning, i.e. to make a reasonable forecast of the development of the market situation, corresponding to the results of marketing research, and to develop appropriate measures of marketing influence on the market in order to ensure the effectiveness of the production, marketing and scientific and technical activities of the company.

Comprehensive market research involves a thorough study of the economic environment. Marketing, as a concept derived from the market, is both a scientific and practical activity for managing the production and marketing of goods, depending on long-term and short-term trends in the development of the market, the economic situation in general and commodity market, in particular. Market research related to the study of supply and demand in the market and its individual segments, the capacity and nature of the market, the price level and price elasticity of supply and demand, the degree and conditions of market competition, are necessary for making appropriate decisions at all levels marketing activities- strategic, tactical and operational.

Observation of the current conjuncture and its analysis allow us to solve operational marketing tasks, while the study of long-term trends and the forecast of the conjuncture are tactical and strategic objectives to achieve the set medium and long-term goals. Marketing theory uses the concepts of the marketing environment (market area) and market research (market research), which, in fact, is the study of economic conditions. The concept of conjuncture is applied in all cases when we are talking about the characteristics of the situation in the external economic environment in relation to the economic entity at any given moment or period.

The external economic environment refers to the internal and foreign markets under which the business entity operates. The study of the marketing environment and the market involves the analysis and forecast of various economic, demographic, social, natural, political and other conditions and circumstances. All of them are conjuncture-forming factors. So what is the economic environment?

Economic conjuncture is a form of manifestation on the market of a system of factors and conditions of reproduction in their constant development and interaction, in a concrete historical refraction, expressed in a certain ratio of supply, demand and price dynamics. This definition contains all the essential features of the concept of conjuncture.

First, it singles out the subject of economic conjuncture - the market, since the conjuncture is linked, first of all, with the state of affairs in the sphere of exchange, on the market as such, which is an integral part of commodity-money relations.

Secondly, it is emphasized that the conjuncture is not limited to the sphere of exchange, but embraces and includes the entire process of reproduction (production, distribution, circulation, consumption), which is viewed through the prism of exchange.

Thirdly, the conjuncture is considered in time and space, in dynamic development.

Fourthly, the conjuncture is linked to the specific historical conditions of the reproduction process, because each new stage in the development of the reproduction process is characterized by a certain combination of factors and conditions for the development of the conjuncture.

Fifthly, it is indicated that the main form of conjuncture manifestation is the ratio of demand, supply and price dynamics. Ultimately, it is these factors that determine the state and dynamics of the market that are the central link.

Other factors have an impact on the development of the market situation only indirectly, through supply and demand. In accordance with the fact that in economic science it is customary to use two objects of market research - the economy and the commodity market, in the concept of economic conjuncture, two relatively independent components are distinguished - the general economic conjuncture and the conjuncture of commodity markets.

The general economic situation can be considered as a system that is a structural unity, i.e. a certain set of conjuncture of commodity markets with many relationships between them. However, these parts exist only due to the presence of the whole, i.e. non-commodity conjunctures constitute the general economic conjuncture and, conversely, the general economic conjuncture generates, in its division, elements - the conjuncture of commodity markets. Therefore, the properties of the general economic conjuncture cannot be considered an arithmetic sum of the properties of the commodity conjunctures of its constituents.

Combining commodity market conjunctures as elements into a general economic conjuncture as a whole gives the latter new qualities that the commodity conjunctures that compose it do not have. The conjuncture of the commodity market as an element of the general economic conjuncture is characterized by both specific features inherent only to it, and general features inherent in the general economic conjuncture.

Thus, only the interaction and interconnection of these features and characteristics of the general and parts determine the nature of the formation and development of the general economic and commodity conjuncture.

The general economic and commodity conjuncture has the following characteristic features: - volatility, - volatility and frequent fluctuations, - moreover, some fluctuations reflect the action of forces that have a short-term effect on the conjuncture, - others are the result of factors that have a medium-term or long-term influence on the state of market conditions; - unevenness, which is clearly visible when the direction of the dynamics of various indicators characterizing the conjuncture coincides, but the rates do not match; - exceptional inconsistency, which is expressed in the fact that various indicators of the conjuncture at the same time indicate the presence of opposite tendencies of rise and fall; - the unity of opposites that are formed in the process of reproduction of social capital, despite the exceptional inconsistency.

The study of the economic situation is not limited to the study of only the general patterns of development of the sphere of exchange and its interaction with other stages of the reproduction process. It is aimed at conducting a reasonable analysis and making a forecast of the situation that is developing in a particular commodity market. A commodity market is a system of economic relations, firstly, between producers and consumers of a given product and, secondly, within groups of producers and consumers.

The main form of relations of the first type is the purchase and sale, the second - competition. Commodity markets, interacting through the mechanism of intersectoral competition, form national market generally. During historical development market relations transcend national borders and international product markets are emerging. They operate in close cooperation with the respective markets of individual countries and regions.

There is a huge variety of national economies and commodity markets with their inherent conditions of formation and factors of development of the economic situation. Each commodity market and each stage of development of its conjuncture is characterized by its own combination of factors that determine the features and parameters of long-term trends, medium-term fluctuations and short-term changes, their relative importance, and the ranking of their interaction with each other.

Automotive Market Research

The automotive market shows stable growth. To date, the volume of the Russian market is estimated at 182 billion dollars. The Russian market is considered the most promising business in the world this year. Stable growth - 15% per year. Today, with used cars, the market capacity is no less than 4.5 million cars. On the marketing market cars can be divided into 3 major segments. They can also be divided by cash flows into each of the segments in%. 1. Trucks (including micro trucks) - $42 billion

2. Passenger cars (including minibuses) - $100 billion.
3. Buses - $40 billion

As you can see, passenger cars enjoy a big advantage, but do not forget that mostly used cars are sold by private traders, and this money does not enter the market. And trucks and buses are mostly bought new. Imported equipment is in greater demand - this indicates its quality and in recent years the price has decreased.

Detailed overview of car market segments

Cars

The volume of the segment market is $100 billion. It is attractive to all players in the automotive market, from private companies to large automakers. The market trend turned out to be a decrease in car prices and favorable loan conditions.

Let's look at the sub-segments: domestic cars - 20%, and foreign cars - 80%. Foreign cars dominate to a large extent, and in the next 5 years their percentage will grow, which will lead to a decrease in the production of domestic cars. The decline in prices for European and domestic cars was also due to the entry of Chinese car models, especially Chery, into the market.

Let's segment the market by car brands, here's what we get:

Others - 20%

Chevrolet has been leading for the third year in a row - 14%, but other brands are also not in bad positions.

truck market

Volume Money valued at $42 billion.

The truck segment can be divided into 4 sub-segments.

1. Asian trucks. Demand from companies that are associated with small everyday transportation.
2. European trucks. Large demand from medium-sized industrial companies.
3. Russian trucks. Great demand mainly from large industrial companies.
4. American trucks. There is a great demand from those companies that work with further and heavy freight transport.

bus market

The capacity is estimated at $40 billion. This segment is divided into 2 sub-segments:

Buses of foreign production.

Buses of domestic production.

There is more demand for a foreign manufacturer, this is again associated with better quality and reasonable prices. In Russia in 2010, 385,000 imported buses and 200,000 Russian-made buses were purchased.

Conclusion

In the coming years, market growth will be between 15% and 17%. It can also be said that the domestic market shows a trend towards steady growth. His attractiveness to businessmen can be rated above average. Stages of market research.

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Marketing research of the automotive market. Marketing research of the global passenger car market

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