Introduction ___________________________________________________ 3
1. Overview of the car market __________________________________ 4
1.1 general characteristics market ____________________________ 4
1.2 Russian automotive industry ____________________________________ 6
1.3 Import cars ___________________________ 8
2. Sales analysis ___________________________________________ 9
3. The main sellers in the market______________________________ 11
4. Problems and prospects for the development of the passenger car market _ 13
5. Study of consumer preferences _____________________ 15
Conclusion_________________________________________________ 20
List of sources used ___________________________ 21
Annex_______________________________________________ 22
Introduction
Automobile transport plays a big role in modern society. Development automotive services today is prerequisite for a fulfilling life for every person.
Road transport is developing qualitatively and quantitatively at a rapid pace. Currently, the annual growth of the world car park is 10-12 million units, and its number is more than 400 million units. Every four out of five cars of the total world fleet are passenger cars.
The rapid pace of development of motor transport has led to certain problems, the solution of which requires a scientific approach and significant material costs. The main ones are: increasing the capacity of streets, building roads and their improvement, organizing parking lots and garages, ensuring traffic safety and security. environment, construction of car service stations, warehouses, gas stations and other enterprises.
The purpose of the study is a comprehensive study of the car market in Novosibirsk.
This goal led to the following tasks:
¾ Give a general description of the market;
¾ Consider trends in the development of the Russian automotive industry and imports of passenger cars;
¾ Analyze car sales volumes;
¾ Identify the main sellers in the market;
¾ Identify problems and prospects for the development of the passenger car market;
¾ Study consumer preferences.
1. Overview of the car market
1.1. General characteristics of the market
However, in general, the first three quarters of this year turned out to be worse for the market in absolute terms of sales than a year ago. In addition, according to the Committee of Automobile Manufacturers of the Association of European Businesses (AEB), for the period January-September 2010, cars were sold 25% less than in the same period last year. It seemed that in 2009, against the backdrop of a worsening economic crisis and a downright general decline in consumption, car companies held on due to the sale of accumulated stocks. Of course, in a growing market, companies sell only fresh cars with minimal volumes of more or less last year's stock.
During the crisis of 2009, the main task of companies was to establish efficient operation in conditions of very low sales, get rid of stocks and minimize costs. However, companies that personally invested in the automotive market during this period are now in really good positions. In any case, in today's recovering market, it is very important to have quite starting positions, which in the future will allow capturing a large market share.
The most active policy on the market last year was led by KIA, and today it has a really excellent launch pad for sales growth, while not having an assembly plant in Russia. Perhaps this is one of the few companies whose results in the first quarter have improved significantly compared to the period of 2009. Finally, two-thirds of sales come from the KIA Rio, Sportage and ee'd models, which are quietly among the leaders in their segments.
Another Korean company, Hyundai, although completely lost in relation to last year's sales, these losses (-16%) are not as significant as those of the closest competitors. It seems that in April a rather new era in the Russian market will noisily begin for the company: Hyundai opens its own full-scale automobile plant in particular. In 2010, the adjustment of equipment and the production of pilot batches of the C-class car, adapted specifically for the Russian market, will continue. Thus, fully commercial production will start in 2011, then Hyundai will have another “strong” model in our market. Renault is doing well too, with sales growth of +7% in the first quarter of 2010, while the overall market declined.
Very quickly, with the help of a variety of measures, representatives of the premium big German three are recovering from the crisis. By the way, Audi, BMW and especially Daimler's brand Mercedes-Benz (all three companies have an increase in sales compared to sales in the first quarter of last year) feel great. Apparently, their customers have gradually stopped saving on their new cars - a really good sign for the entire economy of the country. Perhaps, however, none of the companies that simply refer to the premium automotive segment have felt the return of money in the field of updating top management fleets and corporate fleets. Worse, sales of Infiniti, Cadillac, Jaguar and Saab have been cut by more than half. The overall result for premium brands in Russia is still minus 13%, which, however, is better than the market as a whole.
Chinese brands make more and more attempts to gain a foothold in the Russian market. In the end, of the old projects, only Chery models modestly remain on the crest of sales. In general, three quarters of 2010 were very successful for Chery - +62%. Probably, the old-timers of the Great Wall and BYD markets are gradually losing their attention to the special Russian market; however, the Russians soon stopped buying Chinese pickups and jeeps in a good way.
Newer Chinese projects are still successful in the local market. In the first quarter of this year, in general, Vortex cars (the same Chery, only originally from Taganrog) and Lifan were in excellent demand. Indeed, the Geely car sales project has stalled. On the whole, however, Chinese brands managed to sell slightly more cars in 2010 than in the same period a year earlier. Indeed, with a general decline in the market, the growth in sales of very Chinese cars should be carefully considered as more or less a small success.
The trend of strong growth in sales at the beginning of the year, associated not only with seasonal fluctuations, but also with the general economic recovery, gives the right to tentatively assume that the market will slowly grow throughout the year and will amount to 1.5 million new cars. Apparently, the scrappage program, on which the government wisely plans to spend 11 billion rubles, will also help the market a little. Moreover, in the end 2010 may avoid quickly becoming the worst year in the world. recent history of the Russian car market, leaving this unattractive title simply to the crisis year of 2009, when 1.46 million new cars were sold.
1.2 Russian car industry
The production of passenger cars in the Russian Federation at the beginning of 2010, according to statistics, amounted to 1.23 million units. At the same time, qualitative changes have taken place in recent years. Most Russian car factories have abandoned the production of obsolete cars of their own and have begun cooperation with foreign companies. There are several main reasons for this:
· the growth of sales and the availability of car loans provoked an increase in demand for foreign cars with more attractive consumer properties;
· comparable prices for "older" Russian cars and cheap foreign cars: they are actually offered at the same price;
· the low quality of Russian cars, which did not improve during the “respite” of the Russian car industry during the 1998 crisis. Then he was literally saved by a default, thanks to which the prices for Russian cars became several times lower than imported ones. Further, the influx of used foreign cars was stopped by an increase customs duties.
The industrial assembly of the world's leading automotive brands at the enterprises of the Russian automotive industry has become a "winch" that pulls statistics Russian industry. Government policy in every possible way contributes to the organization of production in Russia by foreign manufacturers. At the same time, foreign manufacturers are reluctant to comply with localization requirements for assembly plants: the actual level of localization for the Ford Focus is 40% - instead of the standard of 50% in 2009.
The main reason for the automobile boom in recent years was effective consumer demand: it is quite natural that with the growth of wealth, consumer preferences shift towards better and more expensive goods. Given the favorable market conditions, many foreign manufacturers have opened assembly plants in Russia: Ford, Renault, BMW, KIA, Chery, Hummer, Chevrolet, Cadillac, Hyundai, SsangYong, Fiat, Chevrolet, VW and Toyota.
Toyota opened a car assembly plant in St. Petersburg. Volkswagen opened an assembly plant in Kaluga in 2007. DaimlerChrysler has not ruled out the possibility of organizing an assembly plant in Russia for a long time. New factory Mitsubishi is located near St. Petersburg.
Of course, the financial crisis certain changes into the plans of automakers. Some of them announced the freezing of their production projects. And yet, in the long term, most manufacturers do not intend to seriously change their plans for Russia. By Western standards, the degree of penetration of automotive products in Russia is now at a low level.
1.3 Imports of passenger cars
According to customs statistics, 1,445,000 cars were imported in 2010, which is 40% more than in 2009. In monetary terms, imports grew by 49% and amounted to $18,780 million.
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. Car business not an 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 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.
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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 vehicles.
Sources of information when conducting marketing research of cars 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: « 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 classification of goods 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. Also characterized legal aspects state impact 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.
Research Company "GRIFON-EXPERT" has vast experience in marketing research of the automotive market in Russia and abroad.
We solve the following tasks:
Study of price elasticity of demand: Analysis of price elasticity of demand. Analysis of cross elasticity (among the Customer's cars and cars of competitive brands).
Information collection method: .Analysis of market prospects for cars of a particular brand in the Russian market.
Information collection methods:,.Evaluation of the work of dealerships: the quality of sales in dealerships and after-sales service.
Information collection method: .Analysis of the cost of ownership of passenger cars, commercial vehicles and cars of competitive brands segments: passenger cars and commercial vehicles.
Information collection method: .Participation in major events dedicated to the automotive industry
Director of the Research Company "GRIFON-EXPERT" Alexander Petrenko is a regular speaker at the Annual international conference to attract investment in the production of components for the automotive industry.
At the AutoInvest 2016 and AutoInvest 2017 conferences, Alexander Petrenko shared his experience in conducting marketing research on the Russian and foreign automotive markets and spoke to Russian and foreign automakers with reports: "How to enter foreign automotive markets. Workshop for Russian automakers", "Peculiarities of conducting marketing research of foreign automotive market".
In addition, Alexander Petrenko and the company's analysts act as experts in other events and printed publications dedicated to the automotive industry.
Analysts of "GRIFON-EXPERT" have developed a unique author's Mix-method of conducting marketing research using the Car Clinic method, which is designed to study new and existing car models among various target segments and its comparison with competitive brands. includes both “qualitative” research methods (focus groups, blind testing, natural groups, in-depth interviews) and “quantitative” methods (personal interviews with consumers), in addition, test drives are provided so that participants studies could evaluate the car in dynamics.
The unique research methodology of the Car clinic is modified by the analysts of the company "GRIFON-EXPERT" depending on the features and specifics of the cars and the market being studied, as well as your wishes.
The result of the study Car clinic
The author's methodology of IC "GRIFON-EXPERT" is a detailed study of the perception of the car by target consumer groups from all sides ( specifications, design, interior), identifying the advantages and disadvantages of the tested car in comparison with competitors, as well as the opportunity to see with your own eyes the reaction of the new potential consumer for a particular brand of car.
As a result, you receive information that allows you to make successful management decisions in the following difficult questions: how to bring the car to overseas markets how to increase sales in the Russian market, what needs to be improved in future models, how to promote and position a car, how to choose a favorable pricing policy, how to establish service and maintenance, and many others.
The ability to combine different methods of collecting information, depending on the objectives of the study
Our experience of similar studies
The research company "GRIFON-EXPERT" has the only experience in Russia in conducting marketing research using the Car-clinic method in Russia, the countries of the European Union, the Middle East and Asia.
In total, more than 20 marketing studies were conducted using the Car clinic method. More than 10 new models of various cars were tested among the target audience.
Based on the results of the research conducted, IC "GRIFON-EXPERT" received Thanksgiving letters from leading Russian manufacturers commercial vehicles and
Experience in conducting automotive market research:
November 2018 - January 2019 - testing of the new interior of LADA Vesta.
August 2018 - November 2018 - study of attitude to the GAZ brand.
June 2018 - August 2018 - study of the conversion of consumers of all-wheel drive trucks.
December 2017 - January 2018 – marketing research of the market of special passenger vehicles (SPTS, shift buses) on all-wheel drive chassis with wheel arrangement 4x4, 6x6.
December 2016 – marketing research of trucks in Russia, which includes the following methods of collecting information: desk research, expert interviews with managers transport companies, dealers, finishers, a quantitative survey of consumers of trucks.
November 2016 – customer satisfaction survey of a major Russian retail network auto parts and car service.
October 2016 – a study of consumer preferences for all-wheel drive trucks.
July 2016 – marketing research of CASCO consumers: a quantitative survey of more than 1,600 car owners in Russia.
December 2015 - marketing research using the Car clinic method of the new Gazelle NEXT All-Metal Van in Germany and the Czech Republic included focus groups in two cities of each country, including test drives. The participants of the study were the owners of competitive brands of light commercial vehicles LCV up to 3.5 tons (physical and legal entities) permanently residing in the country under study.
September 2015 - marketing research of a new model of a medium-duty vehicle (LDT) "GAZon NEXT" and an All-Metal Van of the LCV class "GAZelle NEXT" in Turkey using the Car clinic method in a competitive environment.
August 2015 - marketing research to study the demand for new model all-metal van "GAZelle NEXT" in Russia using the Car clinic method. Target audience Owners of light commercial vehicles LCV up to 3.5 tons (individuals and legal entities) in various cities of Russia acted for the study. In addition to focus groups and personal interviews with respondents, test drives were conducted both for the new Gazelle NEXT model and for competing brands.
September 2014
- research company"GRIFON-EXPERT" conducted a marketing research of new cars "Gazelle-NEXT" and all-wheel drive "Gazelle Business" using the Car clinic method in Germany and Poland.
For the first time in recent history, a Russian research marketing company conducted marketing research and tested Russian cars abroad. The project took place in various cities in Poland and Germany, the work included a study by the Car clinic method (focus groups, blind testing and personal interviews in the form of a survey of participants, as well as test drives were conducted) and desk market research.
The target audience was German and Polish owners of LCV commercial vehicles (individuals and legal entities) in various cities in Germany and Poland.
applied unique technique research Car clinic was modified by the analysts of the company "GRIFON-EXPERT" taking into account the peculiarities, wishes of the Customer and the specifics of conducting research in Europe.
According to the results of research in Germany and Poland, Alexander Petrenko gave an interview to "Research&trends" -
June 2014 – study of market prospects in Russia for a new model of a passenger car
September 2013 - study of the bus market, study of satisfaction of companies operating the Customer's buses;
July 2013 – study of price elasticity of demand for commercial vehicles: Analysis of price elasticity of demand. Analysis of cross elasticity (among the Customer's cars and cars of competitive brands).
2007-2013 – experience in conducting surveys of private car owners and corporate clients for leading Russian and foreign insurance companies.
2003-2013
- more than 40 marketing researches of cars and commercial vehicles for Russian and foreign manufacturers.
Automotive market research is complex analysis various sources of information, including official statistics (Rosstat, Federal customs Service, data from the ministries of the Russian Federation) and open data (company press releases, price lists, websites of manufacturers and industry unions, interviews with company representatives). You can choose a ready study or send us your terms of reference.
Market Review ID-Marketing is an analytical report containing information about the market in one of the areas: export, import, production in the Russian Federation.
We constantly monitor the situation on the market and update the database monthly, so we can offer you prompt weekly, monthly or quarterly updates of information on the topics you are interested in with a minimum lag (5-20 days after the end of the selected reporting period). This will allow you to always be aware of the latest trends in the market.
You can also get acquainted with the car market.
- Special offers for the car market - car fleet (analytical report on the Russian automotive market)
Automotive market research
The car market is a fairly heterogeneous market in terms of its marketing analysis, therefore, for the purposes of the study, it is necessary to divide it into a number of possible homogeneous segments. There are several different classifications of vehicles such as vehicle and the most suitable for the study of the automotive market is the classification by purpose:
- passenger (buses, cars, SUVs);
- trucks (truck tractors, dump trucks, tank trucks, etc.);
- special purpose vehicles (special equipment).
Within each of the three listed groups, subgroups can be distinguished: trucks are usually divided by carrying capacity, body type, wheel arrangement, and other operational characteristics. Buses are considered separately by type (city, tourist, intercity), number of seats, length. The market for special equipment consists of the markets for loaders, cranes, rollers, truck-mounted concrete pumps, or more generalized groups: the market for material handling equipment, municipal equipment, etc. (depending on the purpose of the analysis of the automotive market).
An analysis of the automotive market by detailed groups makes it possible to trace the relationship between the dynamics of imports, Russian production and development of consumer industries. Due to the fact that a large share of the automotive market in many segments is the import component, the basic aspects for market research are:
- analysis of the dynamics of Russian car production and consideration of plant construction projects for the next few years;
- study of budget policy and directions of financing, benefits and preferences for the automotive industry in 2009-2012;
- analysis of car imports in the Russian Federation, taking into account the tax component (changes in the tariff policy);
- monitoring prices for the respective type of vehicles and analyzing their rate of change;
- dynamics of basic industries-suppliers of raw materials;
- an overview of the development rates and prospects of consuming industries (segments), including the segment of bank lending and leasing relations;
Quantitative studies of the car market are mostly based on official statistics. An analysis of the production of cars can be carried out on the basis of the Rosstat database, subject to the verification of the data obtained with the information on the manufacturers' websites. Official statistics on production are detailed by the following types:
- Passenger car production
- Production of trailers and semi-trailers
- Production of special equipment
The analysis of car imports to Russia is mainly based on the study of customs statistics. The degree of detail when filling out declarations is higher than in Rosstat data. So you can draw conclusions about the leading brands, the most popular cars in terms of carrying capacity, etc.
Table 1. The main indicators studied in the analysis of the car market (imports of the Russian Federation)When analyzing the special equipment market, a breakdown by type is possible: 1. Agricultural equipment 2. Road equipment 3. Municipal equipment 4. Airfield equipment 5. Construction equipment 6. Earthmoving and drilling equipment 7. Loading and unloading equipment 8. Forestry equipment 9. Mini-equipment (loaders, excavators, dump trucks, etc.)
Price monitoring is carried out on the basis of open data (price lists, tenders), telephone surveys of manufacturers (dealers), customs statistics data. When monitoring prices, a breakdown of the type of equipment under study is carried out by brand, year of manufacture and other characteristics.