The Outstanding Features of Marketing Strategy of the Appointed Retailer of Luxury Auto

Marketing strategy is a very important part of any business as it helps operate not only the sales, but also shows the quality of a product and the attitude of a company to a customer. Creating a strategy of sales depends on a specification of a product, what is why retailing of luxury cars needs an extraordinary marketing conception, which differs from a mass-market one. The main question is what the main features of marketing strategy for luxury segment in comparison with the mass market are. This paper’s goal is to analyze the specification and behavior of the target audience of luxury segment, the ways of product promotion and interaction with a customer and highlighting the features of luxury market and pointing the differences of a sales strategy for luxury segment. As a research method, it was decided to use the study of cases and their comparative analysis. Among other things, an excellent addition to obtaining information was an interview with the CEO of one of the companies, whose opinion can be considered as expert. The study revealed significant differences between the strategies of the mass segment and luxury, which is justified by different target audiences, accessibility, marketing activity and pricing. The main contribution of this thesis is that the information obtained can be useful to those who plan to connect their business with the sale of luxury cars, as well as other products and services of the luxury segment. The usefulness of the work is also to provide information on activities suitable for a specific target audience that fully satisfy it. Keywords: marketing strategy; luxury segment; consumer’s behavior; product promotion; channels of interaction.