Coursework: Marketing research of the consumer secondary car market. Market research of the passenger car market Marketing research of the car market

General concept of market marketing cars is to develop marketing complex representing marketing strategy and a program for its implementation (marketing program).

The marketing strategy includes the selection of target markets, the selection target segments, the formation of a positioning strategy for these segments in selected markets, a brand management strategy and the formation of a promising brand image.

The marketing program is a set of actions aimed at implementing the adopted strategy, including: product program, pricing program, sales program and promotion program.

The general scheme of interaction between various elements of the marketing complex is shown in Figure 1.1

market marketing car

Figure 1.1 - Interaction of elements of the marketing complex

Marketing strategy

target markets. The heterogeneity of various regional markets in terms of such parameters as the volume of demand, the level of competition, the company's capabilities creates a different degree of attractiveness of these geographical markets for the company.

Increasing the efficiency of the company's activities is possible by concentrating efforts on promising markets and creating unique marketing programs that take into account the specifics of individual geographical areas. An example of a strategic business development decision is the expansion of the VW automobile concern into the Chinese market. As early as 2002, the VW concern plans to introduce its own models of "cheap" cars in China. This segment of the Chinese car market is currently experiencing a real boom, and the Germans still do not have a decent offer for it. Over the next 5 years, VW plans to invest 2.5 billion euros in China, mainly in the production of new models. According to the company's forecasts, the private transport sector in China will grow rapidly. At the moment, 70% of vehicles are company cars and taxis.

European and Japanese car manufacturers avoid direct competition with American manufacturers, which produce large, wasteful, ostentatious cars. Instead, they found an unserved consumer segment that needed small, fuel-efficient cars and filled that gap. To their delight, and to the surprise of Detroit, the American automotive giant, this segment has grown into a fairly large part of the auto market.

The BMW concern will focus on the production of expensive and high-quality cars. Prestige car sales will grow by 50% over the next decade, while volume car sales will grow by half that figure.

target segments. Consumers are not homogeneous in their mass - differences in such parameters as income level, car operating experience, etc. determine the different requirements imposed by consumers on individual brands of cars.

The allocation of homogeneous (for example, in terms of motivation for choosing a car) segments of consumers and the provision of various service packages that they require will achieve greater consumer satisfaction.

Concentration of the company's efforts on the most attractive consumer segments and the use of unique marketing mix tools for each of the target segments will maximize the company's profit.

An example successful choice A target market could be the opening in the US of a network of Great American Auto Service Centers specifically targeted at female drivers. The idea to focus their business on women was adopted after a series of studies, which concluded that women are more likely than men to bring cars to a service for repair or diagnostics. In 1998, the first branch was created, specifically designed for a female clientele. These services are popular. Once inside the service center, visitors find themselves in a room decorated in pastel colors, where pleasant and unobtrusive jazz music sounds. The waiting room is equipped with comfortable sofas and free drinks are offered. In the process of servicing the car, you can look through fashionable women's magazines. You can come here with children who are invited to play on the computer or with a teacher. All the necessary auto parts are neatly arranged in lockers. Through a glass partition, clients can watch the car being serviced. The company plans to expand the range of services for women: manicure and beauty salons, driving courses, etc.

General Motors is trying to make cars for every "purse, occasion and personality." Using a variety of products and marketing approaches, the company hopes to increase sales and strengthen its position within each market segment. General Motors expects a stronger position in several segments at once to cement in the mind of the consumer the company's connection with this product category. She also hopes to shop more frequently as the company's offering better matches the segment's typical consumer expectations.

Positioning. The main goal of positioning is to form a certain idea among consumers about the distinctive advantages of the company's cars, which are of significant value to them, in order to create additional consumer value and increase the competitiveness of cars.

Positioning is designed to answer the question: why should a consumer buy a company car?

The presence of a clear position occupied by the company in the minds of buyers will further reduce advertising costs, achieve a high level of customer loyalty, and also help keep the company's competitiveness at a high level.

An example of successful positioning in the luxury car market is Honda's creation of a new car brand, Acura. Luxury cars from European manufacturers, which Honda identified as a target market, had exceptional performance and cost significantly more than conventional cars. By that time, her Accord model was one of the top sellers in the United States. It had an excellent reputation for economy, reliability and comfort and was number one in the American small car market. The next stage was the conquest of the luxury car market, which was dominated by European companies. This market grew rapidly and had a high rate of return. The Accord was smaller and cheaper than similar American cars. Honda realized that in order to be successful, the Accord and Legend had to be positioned separately, which they did. The Legend model already differed from the Accord in that it was larger and more expensive, but this was not enough to position the two models separately. Honda brought the Legend model to the market not under its own name, which was perceived as the name of one of the Honda brands, but under a new one. Acura introduced it as a new luxury car brand. At the same time, a network of Acura auto shops and special service centers for suppliers and owners of Acura cars was created. However, unlike Mercedes and BMW, Honda intended to sell its cars fully equipped to the same standards as luxury cars.

Brand management strategy. The main goal of the brand management strategy is to determine the main directions in which the company's resources will be used to increase the value of the brand, in order to create additional consumer value and increase the competitiveness of the company's vehicles.

Brand management strategy answers the question: to whom and how should the company's car be offered?

Concern VW, which produces cars for different market segments, from Skoda to Audi and Bentley, has recently begun to experience difficulties in clearly identifying different brands of its own cars in the eyes of consumers. The difficulty was that cars of different brands used a significant number of the same components, and buyers were puzzled by the question: why should they pay high money for an Audi luxury car when you can buy a car of comparable quality - Volkswagen or Skoda - for much cheaper. At the end of 2001, the concern announced that the brands would be divided into two groups: Bentley, VW and Skoda would be aimed at more conservative consumers, while Lamborghini, Audi and Seat would be closer to the sports car market segment.

Perspective brand image. The main goal of forming a promising brand image is to create a unique set of associations that arise among consumers when mentioning the company's car models, its quality, cost and specifications, which describe the purpose of the car and carry certain consumer values provided to consumers when buying and operating company cars.

After the Volkswagen company acquired the Czech company Skoda, it began to use the Volkswagen brand so that the “shadow” of its high reputation would “fall” on the Skoda brand as well. As noted in one promotional article, Volkswagen hit the mark with this move, which was obvious to everyone. Buyers instantly fell for this trick. Those who had some doubts about buying a Skoda car, no longer have doubts about buying this car. Some time after the purchase of the company, dealers reported an increase in sales of Skoda cars by 50%.

Marketing program

Product. The main goal in the formation of a product (a car and a complex for its maintenance) offered by the company is to determine its optimal characteristics that can satisfy the needs of various consumer segments and do it better than similar products of competitors.

The product element of the marketing complex is designed to answer the question: what does the buyer get by purchasing a company car?

The Russian automobile company "UAZ" announced the concept of a new marketing policy, according to which the car factory will promote on the market not just a car, but also a range of services related to the purchase of a car and including pre-sale preparation, warranty and post-warranty service .

In order to increase the volume of sales of manufactured cars, the VW concern has come up with a new type of insurance. When buying on credit or renting new or used cars, VW Bank insures the car in case the customer loses his job. In this case, the client does not have to worry about the remaining payments for the car. The bank will pay the remaining installments in full (within 12 months) - completely free of charge.

Price. This is one of the most important elements of the marketing mix, having a direct impact on the attractiveness of the car to buyers on the one hand, and on the income received by the company, on the other hand.

A set of pricing tools allows you to determine the optimal cost of a car (base price, discount system, etc.) that satisfies the main part of the target segments and maximizes the income received by the company.

The price element of the marketing mix is designed to answer the question: how much does the buyer value the company's car?

Competent price policy can lead to a significant increase in market share. Thus, the price war among the largest market players in the American automobile market has escalated again. General Motors Corporation, trying to increase sales, announced the introduction of additional discounts on some of the most popular models of pickups, mini-vans and SUVs. Chrysler's management is looking at better parts warranties as an alternative to direct discounts. The new discounts offered by GM make the cars of this corporation much more attractive to buyers.

In 1988, Mazda launched the sleek Miata convertible 2-seater, designed for the American market and offering excellent vehicle performance. The car had no analogues in the market. Mazda faced the problem of determining the price of this car. Japanese importers controlled production costs so that the price did not exceed $15,000. The first few thousand Miata cars were sold out with a bang, barely having time to go to stores. To stir up even more interest, Mazda delivered just 40,000 more cars in 1989. Thus, demand exceeded supply by 10 times. The Miata model has gained such popularity that even a significant increase in prices did not allow providing cars for everyone.

Spreading. Distribution is an element of the marketing mix aimed at making the Company's car affordable and the process of buying a car simple and convenient.

Distribution answers the question: where and how can a consumer buy a company car?

Seat has organized the sale of its cars in Germany via the Internet. The machines are sold at a 13% discount and delivered within 10 days. The purchase mechanism is as follows: the buyer chooses the model he likes. Then he pays the so-called reservation fee of 250 euros, only after that the car is delivered to the Seat dealership. It stays there for 30 days so that the buyer can look at it and decide whether he will buy this model or not. If he ultimately refuses, the reservation fee is non-refundable.

Car manufacturers have a leading position in car rental companies, which is an important means of maintaining sales levels. Joint owners of Hertz, itself big company car rental companies are companies such as Ford and Volvo. Hertz is Ford's largest private customer, purchasing 70% of the company's vehicles in the US and a third of its vehicles in Europe.

Promotion. The main goal of promotion is to convey information to buyers in order to achieve the desired target behavior from them.

A set of measures to promote the company's products allows you to answer the question: how to influence the behavior of the buyer?

An example of a successful promotion of a new product on the market is the advertising strategy of the Japanese automobile company Honda. When Honda launched the new five-door Civic, it took an integrated approach, in which agencies committed to working with each other to make television commercials, direct marketing and sales promotion featured the same idea and imagery. Another example is Ford's promotional program for its latest retro cars, built on American patriotism and a love of vintage. The company undertook a publicity tour throughout the Living Legend Tour, transporting Mustangs, Thunderbirds, Forty-Nine Concepts and GT40s from one locality to another, and hosting impromptu auto shows. The Ford Forty-Nine Concept and GT40 were the main showpieces at this year's Detroit Auto Show and received such positive reviews from viewers and specialists that the company decided to launch them in mass production. A new marketing idea dawned on Western automakers: watching a movie where cars collide, fall into an abyss and turn into a pile of metal, the consumer should have an obsessive desire to buy a new car. This psychological trick is becoming a new trend in the automotive advertising industry.

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The automotive market of the Russian Federation refers to the commodity markets of the Russian Federation, which are influenced by various non-linear factors such as the level of cash money supply, the level of monetization and the share of hidden production, a high level of taxation, unemployment.

The capacity of the global automotive market is growing year by year. The past year was no exception. Europe continues to be one of the largest automotive markets in the world. Last year, 18 million cars or 29% of world sales were registered in 25 EU countries. Most of the sales of passenger cars, as well as cars in general, fall on the German market. In second place in terms of volume is the United Kingdom, in third - Italy.

Volkswagen is the leader in the European Union among automotive brands. The leader in terms of growth among mass brands in Europe was FIAT (+20.9%), among luxury brands Lexus (+76.3%). The largest market share is still owned by VW, followed by PSA, Ford, GM, Renault.

In recent years, the Russian market has seen a steady growth in sales of new passenger cars. The exception was the “crisis” years of 2008-2009, when, with the increasing influence of the financial crisis on the world automotive markets, the largest automakers began to experience difficulties in selling their products - the liquidity crisis began to affect the real sector of the economy. This is especially noticeable in the case of Western European countries: over the first nine months, total sales of passenger cars decreased by almost 5% compared to the same period last year. The world's largest automakers are no longer seeking funds to promote products and technological innovations, but to continue functioning. The Russian market was no exception - a significant tightening of lending conditions (not only the size of the down payment, but also interest rates increased, requirements for borrowers increased) had a direct impact on the autumn sales of cars.

The developed countries of the Eurozone used car sales incentives back in 2009, so their smooth recovery from the global financial crisis in 2010 coincided with a decline in car sales on the market. According to JATO Dynamics, sales of passenger cars and light commercial vehicles in Europe decreased by 17.4% in July 2010 compared to the same period in 2009. As before, the "people's" Volkswagen remains the sales leader in European countries.

And how are things in the car market in our country? Russia, as usual, has its own way of development. Having dropped to fifth place in 2009 in terms of sales of passenger cars in Europe, in the middle of 2010 it was again in the “top three”.

In 2010, the automotive industry of the Russian Federation gradually began to recover: the production of automotive equipment almost doubled, but did not reach pre-crisis levels. According to the Ministry of Industry and Trade of the Russian Federation, over the past year, production has grown in all major segments: the production of cars - by 102%, trucks - by 68%, buses - by 26%.

Despite high production growth rates, the importance of high growth rates should not be overestimated, since in 2009 both production and sales of automotive vehicles fell sharply, which created the so-called low base effect in 2010. Simply put, it is necessary to compare last year's figures not with 2009, but with 2008, when the car market showed the highest figures over the past ten years. If we compare the total output of automotive vehicles for 2010 and 2008, it turns out that the figure for last year is lower by 22%.

As before, passenger cars provide the bulk of automotive production. In 2010, their share was 86%, which is 3.4 p.p. higher than in 2009. It should be noted that the share of cars in the production of automotive equipment is growing every year, so in 2007 the share was 77%, in 2008 - already 82%. It is the passenger car segment that determines the state of the market and its prospects.

In his speech, Alexei Rakhmanov, Director of the Automotive Industry Department of the Ministry of Industry and Trade of the Russian Federation, noted that in 2010, domestic production of passenger cars increased significantly against the backdrop of a continued decline in direct imports. At the same time, the domestic production of foreign cars for the first time exceeded the production of passenger cars of domestic brands. In the medium term, domestic production will continue to increase as consumer demand for passenger cars recovers.

In 2010, passenger car sales increased by 29.9% compared to 2009 results. The state provided tangible support to the automotive market - in 2010, a program for the recycling of old cars began to operate, accelerating the renewal of the Russian fleet of passenger cars. In addition, there is currently a program of concessional lending, which includes many foreign cars that are assembled at Russian factories. New models are often selected precisely with the expectation of falling under the action of this program. In particular, new model Hyundai Solaris, the production of which started in early 2011, is already included in the concessional lending program.

On the background state support and a gradual recovery in consumer demand, the Russian car market will recover relatively quickly. Already in 2011, it is expected that more than 2 million cars will be sold in Russia.

The new conditions for the regime of industrial assembly of cars, which came into force in 2011, will accelerate the growth of the market by increasing domestic production. However, much depends on the state of the automotive component industry, which now determines the development of automotive production. Taking into account the more stringent requirements of the new industrial assembly regime in terms of the level of production localization (60% in six years), the development of the automotive component industry through the opening of factories here foreign companies appears to be the most likely development scenario. In addition, the implementation of the requirement to establish R&D centers will allow automakers to develop their own technological and research base.

According to the Association of European Businesses (AEB), sales of new passenger cars and light commercial vehicles in Russia increased by 30% in 2010. for the whole year, 1,910,573 new cars were sold in our country. In December, 204,586 cars were sold, which is 60% more than in the same month of 2009.

David Thomas, Chairman of the AEB Automobile Manufacturers Committee, said that the forecast for 2011 is 2.24 million vehicles.

Car sales in Russia came out of positive territory compared to the low results of 2009 in April 2010, in autumn the growth rate reached 50% compared to the same period last year, and in November it was sold 80% more cars than a year earlier - 189,902. At the same time, the Russian car market was ahead of the forecasts: at the beginning of the year, AEB experts expected that no more than 1.5 million cars would be sold during the year, later the forecast was adjusted to 1.7 million cars, and in December it was announced that the expected sales of cars at the level of 1 .9 million and an increase of 30%.

According to the Vice Chairman of the AEB Automobile Manufacturers Committee and Head Russian branch Ford Mark Ovenden, 2010 results are encouraging, and forecasts for 2011 are quite positive, but only if the Russian economy and currency continue to grow.

At the beginning of 2011, it was announced that it was extending its used car recycling and concessional lending programs. Automakers welcomed this initiative of the Russian government. However, as Ovenden notes, it should be noted that 80% of sales under these programs come from cheap cars from traditional Russian automakers. AvtoVAZ sold the most cars (517,147) in 2010, showing an increase of 48%. At the same time, almost half of them were sold under the state recycling program: according to the automaker, 221,584 cars were sold with a state discount. In the last month of 2010, the car factory sold 49,597 cars, which is 78.3% more than in the same month of 2009, of which 27,160 cars were sold under the recycling program.

In second place in terms of sales in Russia is Chevrolet (116,233 cars for the year and 12,552 in the last month), which increased sales by 11% and 35%, respectively, compared to the same periods last year, followed by Kia, Renault, Ford and Hyundai, sold 104,235, 96,466, 90,166 and 87,081 cars respectively. At the same time, sales of Kia in 2010 increased by 49%, Renault by 33%. Ford sold 10% more vehicles and Hyundai 17%.

Many Japanese brands strengthened their positions by the end of the year. 10,323 Nissans and 575 luxury Infinitis were sold in December, up 108% and 141%, respectively, compared to the same month in 2009. Sales of Mitsubishi increased by 129% in the last month of the year (5314 cars sold), demand for Mazda increased by 85%. Nevertheless, in 2010, Mazda sold 24,926 vehicles - 19% less than a year earlier. Honda sales decreased by 22% (up to 18,159 cars).

Also, 8525 Toyota cars were sold in December, which is 46% more than in the same month last year.

In total, in 2010, the Japanese corporation sold 90,296 Toyota and Lexus cars in Russia, while the demand for luxury cars of the Japanese brand increased by 72%, to 10,981 cars, Toyota sales increased by 15%, to 79,315 cars. Takeshi Isogaya, head of Toyota's Russian representative office, expects that the total Russian car market in 2011 will reach 2.3 million vehicles. Sales of Toyota cars are expected at the level of 115 thousand cars.

“According to our estimates, Toyota's car market share in Russia will amount to about 6% of the total car market in Russia by the end of this year. Sales of Lexus cars in 2011, according to our forecasts, will grow by 45% compared to 2010 - up to 16.1 thousand units. In this scenario, the market share of the Lexus brand in the premium segment in next year will be more than 13%,” he says.

In the luxury segment, most brands finished the year with significant growth. In the Big German Three, Mercedes, which sold 19,724 vehicles (+64%) over 12 months, overtook Audi (18,510 vehicles, +23%), but fell short of BMW (20,584 vehicles and 26% growth). Sales of LandRover increased by 7% (9970 cars per year), while Jaguar (858 cars) went into negative territory by 8%. The performance of the Japanese Infiniti remained practically unchanged (4674 cars in 2010 and 4630 a year earlier), sales of Porsche increased to 1572 units (+24%). Volvo official dealers sold 10,650 vehicles during the year. Thus, sales growth amounted to 54.48% compared to 2009 (6,894 vehicles sold).

The recycling program in 2010 revived the demand for the VAZ "classic", which became the most purchased car model. 136,006 Lada 2105 and 2107 were sold during the year, which is 102% more than in 2009.

It is followed by Priora, Kalina and Samara. The best-selling foreign car was the Ford Focus (67,041), which overtook the Moscow RenaultLogan (62,862) by almost 4,000 cars. According to AEB Automobile Manufacturers Committee Chairman David Thomas, pre-crisis level According to the results of 2012, the Russian automotive market may return to 2008, with the result of 2.8-2.9 million cars.

The revival of the automotive industry in Russia is evident. This follows at least from the fact that nine out of ten brands included in the "top ten" most popular in the first half of the year are produced at domestic car factories. The international motor show MIAS-2010 held in August 2010 in Moscow became an indicator of the growing interest of the population in cars. A year ago, any exhibition activity in large Russian cities brought only losses, and world manufacturers openly ignored domestic car dealerships, in 2010 things are different. The Moscow Motor Show is again on a par with the largest European auto shows in terms of popularity.

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 the structure of the 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 emergence of the automotive market, its structure, car sales over the past few years in Russia and the world, and sales of cars by OAO UAZ 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 light, compact and enough powerful engine Internal combustion has opened up great 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.

And mass production began 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 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. 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 limited material resource, we can say that in market conditions, the desires of buyers appear 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. Absolutely all brands of foreign companies are presented here. 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 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 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 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 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 have now 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.

A substitute product for this market only state and commercial public transport can serve. 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 - after-sales service. 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 "Nissan Qashqai", located at the junction between "C-class" cars, minivans and SUVs, 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 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.

What is being sold now is not a car, and not even "not a sample of modern technical progress", but an idea - a philosophy. All Western companies build their marketing companies on the basis of a single "slogan" reflecting 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.

· Special attention is given 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: balance sheet, report on financial results, the average number of employees. [cm. Annex 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"

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

Industry risks of OAO "UAZ"

OAO "UAZ" carries out its economic activity in the domestic and foreign markets, and therefore it has inherent 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;

· core wear 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 last 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 enterprise intends to turn its eyes towards such markets as the countries of Latin America, Africa, South-East 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 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 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 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; TO.: Publishing House"Williams", 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. Оборотные активы Запасы1 452 7921 631 917813 323Налог на добавленную стоимость по приобретенным ценностям107 286100 441175 674Дебиторская задолженность6 907 66211 456 7208 488 112Финансовые вложения (за исключением денежных эквивалентов) 6 783 65378 92327 575Денежные средства и денежные эквиваленты508 507197 4641 716 175Прочие оборотные активы16 99913 34917 136Итого по section II15 776 89913 478 81411 237 995 BALANCE24 075 77026 219 11825 964 517 Liabilities III. Capital and reserves The authorized capital 4 142 6574 142 6574 142 657 Real promotions purchased from shareholders --- reassessment of non-current assets3 339 1483 297 9533 264 509 DOBIRE CAPPLY --- Reserve capital414 266414 266 NEVENTENTED profit 3214 3214 735 1123 683 in the division 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 headcount workers":

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

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