Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment
The results of the marketing analysis of the market of special equipment for housing and communal services of Russia are presented. Market trends have been analysed, the sales dynamics of municipal machinery have been characterised and segments of the product portfolio of domestic manufacturers have...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2021-11-01
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| Series: | Вестник университета |
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| Online Access: | https://vestnik.guu.ru/jour/article/view/3091 |
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| author | I. Yu. Okolnishnikova E. V. Sumarokova E. V. Krasnov |
| author_facet | I. Yu. Okolnishnikova E. V. Sumarokova E. V. Krasnov |
| author_sort | I. Yu. Okolnishnikova |
| collection | DOAJ |
| description | The results of the marketing analysis of the market of special equipment for housing and communal services of Russia are presented. Market trends have been analysed, the sales dynamics of municipal machinery have been characterised and segments of the product portfolio of domestic manufacturers have been identified. The article analyzes the features of the development of two key product segments - the segment of snowplows and snow loaders, as well as the segment of garbage trucks. It is proved that they have a high market potential and objective prerequisites for import substitution, but they need to improve marketing support. The authors proposed and justified a set of measures to improve marketing activities, including development of financial instruments to support customers, expansion of the product line, improvement of distribution strategies, optimisation of call centers and the development of exports using state support tools. |
| format | Article |
| id | doaj-art-a35f923fb04c4523835bb37d219277f1 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2021-11-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-a35f923fb04c4523835bb37d219277f12025-02-04T08:28:09ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152021-11-0109667310.26425/1816-4277-2021-9-66-732147Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipmentI. Yu. Okolnishnikova0E. V. Sumarokova1E. V. Krasnov2State University of ManagementState University of ManagementState University of ManagementThe results of the marketing analysis of the market of special equipment for housing and communal services of Russia are presented. Market trends have been analysed, the sales dynamics of municipal machinery have been characterised and segments of the product portfolio of domestic manufacturers have been identified. The article analyzes the features of the development of two key product segments - the segment of snowplows and snow loaders, as well as the segment of garbage trucks. It is proved that they have a high market potential and objective prerequisites for import substitution, but they need to improve marketing support. The authors proposed and justified a set of measures to improve marketing activities, including development of financial instruments to support customers, expansion of the product line, improvement of distribution strategies, optimisation of call centers and the development of exports using state support tools.https://vestnik.guu.ru/jour/article/view/3091marketingmarketing activitymarketing researchmarketing analysismarketing in the field of housing and communal servicesmarketing of municipal equipmentanalysis of the market of municipal equipmentcompetitiveness of municipal equipmentimport substitution |
| spellingShingle | I. Yu. Okolnishnikova E. V. Sumarokova E. V. Krasnov Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment Вестник университета marketing marketing activity marketing research marketing analysis marketing in the field of housing and communal services marketing of municipal equipment analysis of the market of municipal equipment competitiveness of municipal equipment import substitution |
| title | Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment |
| title_full | Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment |
| title_fullStr | Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment |
| title_full_unstemmed | Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment |
| title_short | Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment |
| title_sort | analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment |
| topic | marketing marketing activity marketing research marketing analysis marketing in the field of housing and communal services marketing of municipal equipment analysis of the market of municipal equipment competitiveness of municipal equipment import substitution |
| url | https://vestnik.guu.ru/jour/article/view/3091 |
| work_keys_str_mv | AT iyuokolnishnikova analysisofkeytrendsandwaystoimprovethemarketingactivitiesofdomesticmanufacturersofmunicipalequipment AT evsumarokova analysisofkeytrendsandwaystoimprovethemarketingactivitiesofdomesticmanufacturersofmunicipalequipment AT evkrasnov analysisofkeytrendsandwaystoimprovethemarketingactivitiesofdomesticmanufacturersofmunicipalequipment |