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Analysis of the possibilities of developing marketing strategies at
enterprises of the automobile industry
Akramov Tokhir Abdirakhmanovich
Professor of the Department of Business Management and Finance of the Tashkent Institute of Management and Economics, Uzbekistan
A R T I C L E I N f
О
Article history:
Submission Date: 24 December
2024
Accepted Date: 26 January 2025
Published Date: 28 February 2025
VOLUME:
Vol.05 Issue02
Page No. 30-32
D
OI: -
https://doi.org/10.37547/marketing-
fmmej-05-02-04
A B S T R A C T
The article discusses the need to develop a marketing strategy for the
automobile industry of the Republic of Uzbekistan, proposes a model of
marketing strategy, as well as a standard model for determining the
regression weight coefficient. Key words: strategy, marketing strategy,
marketing strategy development models, marketing strategy structure,
regression weight coefficients.
Keywords:
Strategy, marketing strategy, marketing strategy
development model, marketing strategy structure, regression weight
coefficients.
INTRODUCTION
The developing automobile industry of Uzbekistan
belongs to the group of industries called upon to
play an extremely responsible role in the
implementation
of
deep
structural
transformations in economic reform. The adopted
Development Strategy of the New Uzbekistan for
2022-2026 provides for "Continuation of the
implementation of industrial policy aimed at
ensuring the stability of the national economy,
increasing the share of industry in the gross
domestic product and increasing the volume of
industrial production by 1.4 times.
Many countries provide their automotive industry
with a set of measures to protect the domestic
market, introducing high customs duties on
imported
cars,
providing
domestic
car
manufacturers with the most favored nation
treatment, which, until recently, included
Uzbekistan. However, the outbreak of the COVID-
19 Pandemic, and then various economic crises
that occurred in the global economy, sharply
affected the pace of development of this industry.
The total value of the final products of the global
automotive industry at the beginning of 2022 was
Uzbekistan, where the automotive industry was
formed in 1994, still occupies a modest place. In
this regard, it is necessary to develop a marketing
strategy that involves a comprehensive analysis of
the marketing tools used in the development of
this important industry for the republic. According
to world data, Uzbekistan before the Pandemic
(2020) ranked 26th in car production with an
annual production volume of 280 thousand cars.
The world's automotive industry is the most
monopolized sector of the world industry. In total,
10 leading automobile companies: Toyota motors,
Volkswagen Group, General Motors, Renault
Nissan Alliance, Hyundai Motor Group, Ford Motor,
Fiat-Chrysler, Honda Motor, PSA Peugeot-Citroen,
Suzuki account for about 80% of world production,
which has led to intense competition in the world
market. Given these aspects, as well as others that
sometimes appear unexpectedly, such as the
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Pandemic, various crises, sanctions, etc., the
problem of improving the marketing strategy for
the development of the automobile industry of the
Republic of Uzbekistan is relevant in scientific,
theoretical and practical terms. Scientific research
has shown that strategy, being a process aimed at
using the actual potential of an enterprise and its
development, is studied as an influence on changes
in the external environment. Marketing strategies
are different, depending on the internal marketing
environment of the enterprise and its composition.
Including strategies: increasing the efficient use of
products, technology and services; application of
new methods of scientific and technical
achievements in production; marketing and
production; application of effective sales methods
based on the use of new or traditional resources.
Marketing strategy is a set of relationships in the
process of developing and implementing a set of
effective methods and means for market and
production coverage, aimed at increasing the
position of the enterprise in the market. The
degree of application of the marketing strategy in
many cases is determined by market segmentation
and effective placement of products in the market.
Studying and forecasting demand for new
products, taking into account the customer's
attitude to the product, is an important component
of developing a marketing strategy.
The use of marketing strategies such as direct
marketing, guerrilla marketing (guerrilla), macro
marketing, megamarketing, green marketing and
internal
marketing,
which
are
marketing
technologies that currently dominate as a result of
earlier market entry, were considered as
important areas not only in achieving competitive
advantages of companies, but also in ensuring the
socio-economic development of countries.
Approaches to the study of theories of marketing
strategies and the classification of types of
marketing strategies in the automotive industry
allow us to determine the features of their use in
automobile
manufacturing
enterprises
in
Uzbekistan and develop appropriate measures.
Analysis of the main methodological approaches to
the formation of marketing strategies of industrial
enterprises in foreign countries indicates that an
important aspect is not the relationships that arise
in the process of developing and implementing a
marketing strategy, but adaptation to the
processes associated with market development.
The main objectives of developing the results of
the study of empirical research conducted on
marketing strategies are aimed at improving the
effectiveness of marketing activities of automobile
industry enterprises, increasing sales and ensuring
a competitive advantage. Also, the competitive
advantage of marketing strategies in the
enterprise, dependence on the direction of
competitors and consumers, the focus of strategies
and the state of business, and marketing
opportunities are taken as a basis. In Uzbekistan,
the factors that most strongly influence the
development of marketing strategies and their
implementation are - participation in the value
chain at enterprises of the automobile industry =
0.97). According to the collected data, it is possible
to determine as the most important factors in
increasing the level of development of marketing
strategies at enterprises - the scale of use of
marketing services, as well as the scope of internal
and external marketing. As of our republic for the
current year, all measures to form a competitive
environment have determined the presence of an
inverse relationship with the development of
marketing strategies, and determine the need to
implement actions based on market principles
aimed at forming a competitive environment, as
well as organizing the orientation of marketing to
the consumer.
Active participation of automobile industry
enterprises in the value chain, measures to expand
the scale of external and internal relationships in
the field of marketing, opening of trading houses in
foreign markets and other similar events
contribute to greater stimulation of the
development of marketing strategies aimed at
international markets and ultimately lead to an
increase in the economic efficiency of these
enterprises.
Here it is worth noting the research that is being
conducted at our Marketing Department of TSUE
under the supervision of prof. Akramova T.A.,
dedicated to conducting marketing research in the
field of the automobile industry of the Republic of
Uzbekistan [4]. These and other studies allowed us
to develop a marketing strategy for the automobile
industry for our republic.
CONCLUSION
In our opinion, the structure of the marketing
strategy should consist of three parts: tasks of
competitiveness in the market; marketing
opportunities; tasks in the field of automobile
production. This allowed us to define marketing
strategies of various directions, including:
■
intensive growth strategy - increasing
productivity indicators due to the full use of
production potential;
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■
diversification strategy - increasing sources of
income;
■
focusing strategy - choosing a priority segment
when developing international markets;
■
mix marketing, value chain, customer
relationships.
The tasks of automobile industry enterprises are
defined based on these strategies and the exact
areas of activity are indicated. Before determining
the effectiveness of marketing activities of
automobile industry enterprises, it is necessary to
understand the dependence of this activity on the
tasks set before the enterprise and personnel,
material and technical resources, information and
organizational resources.
The implementation of the plan for the
development of marketing strategies of JSC
"UzAvto" should lead, as we see it, to the following
results: increased exports, expanded localization,
effective satisfaction of domestic market needs,
sales
growth,
creation
of
an
ecological
environment, increased market share, increased
enterprise profits, and an increase in the number
of loyal customers.
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