Search for Differentiation in the Conditions of Unified Marketing Policy of the Importer on the Example of SKODA center “Agat na Komsomolskom”

In the automotive market, dealers play an important role - commercial organizations acting as intermediaries between the car manufacturer or importer and customers – buyers of cars, spare parts and service users. Car dealers work according to the rules established by the automakers: from the plan for sold cars, spare parts, the number of car races, the average check for the car, the number of cars sold on credit/leasing, ending with the cost of marketing. Thus, the mass use of images, logos, slogans, formats of mandatory events and price offers, wishes for brands and service campaigns received from importers - creates a single image of all advertising activities for dealers. T Purpose: on the example of the dealership ŠKODA Agat Komsomolsk, to find the differentiation of the center from other DC in Nizhny Novgorod. Accordingly, the object is the dealership SKODA Agat Komsomolsk, and the subject: the marketing policy of the importer and the holding. Tasks that were set when working on the thesis: - Study of the standards of the importer ŠKODA Auto Russia and Agat Group Standards. - Analysis of advertising activities of competitors of škoda Agat DC in Komsomolsk in the market of Nizhny Novgorod. - Conducting researches-the search of differentiation in the marketing policy of DTS SKODA agate at the Komsomol from the competition. - Conclusions, as well as the development of a plan for further action on differentiation. When writing this work, the following methods were used: - Analysis of online and offline activities of DC competitors in Nizhny Novgorod. - Expert interview with representatives of importers. - Survey of potential customers - Experiment with integration of DC's own activities Expected result: Identify possible marketing activities that will differentiate from competitors and attract additional traffic to the salon.