The Assessment of the Impact of the Regional Factors on the Strategies of the Brand Promotion in the Automobile Industry

Student: Drevs Ksenia

Supervisor:

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2018

The analysis of competitive strategies of leading automotive brands is very urgent, as it allows global automotive manufacturers to understand the main principle of successful competition, as well as to identify effective ways to form a competitive strategy. The purpose of this master's thesis is to study the features of competitive strategies for promoting the brand in the automotive industry and to identify an assessment of the impact of regional factors on them. The subject of the study are the automotive brands as subjects of a highly competitive automotive market. The subject of the study are their competitive strategies and the dependence of automotive brands on the specifics of the market for assessing the impact of regional factors. Research hypothesis: Suppose that regional factors influence brand promotion strategies in the automotive industry, given the amount of available resources and the current market conditions. The study of the assessment of the influence of regional factors on the strategy for promoting the brand in the automotive industry is lacking in the scientific literature. Within the framework of this work, research methods were induction, deduction, the method of statistical analysis. The scientific novelty of the dissertation research is the following: The definition of the terms "Company strategy", "Competitive strategy" and "Competitiveness of the industry" is derived; An assessment was made of the impact of regional factors on brand promotion strategies in the automotive industry; The strengths and weaknesses of the company's dependence on only one segment were identified; The influence of the financial sector on the brand promotion strategy in the automotive industry was proved; The methodology of regional factors used at the enterprise was developed and described. Thus, this research is of practical importance not only for researchers, but also for various automobile companies.

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