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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Autores principales:	I. Yu. Okolnishnikova, E. V. Sumarokova, E. V. Krasnov
Formato:	article
Lenguaje:	RU
Publicado:	Publishing House of the State University of Management 2021
Materias:	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 Sociology (General) HM401-1281 Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/a35f923fb04c4523835bb37d219277f1
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id	oai:doaj.org-article:a35f923fb04c4523835bb37d219277f1
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spelling	oai:doaj.org-article:a35f923fb04c4523835bb37d219277f12021-12-03T07:43:37ZAnalysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment1816-42772686-841510.26425/1816-4277-2021-9-66-73https://doaj.org/article/a35f923fb04c4523835bb37d219277f12021-11-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/3091https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The 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.I. Yu. OkolnishnikovaE. V. SumarokovaE. V. KrasnovPublishing House of the State University of Managementarticlemarketingmarketing activitymarketing researchmarketing analysismarketing in the field of housing and communal servicesmarketing of municipal equipmentanalysis of the market of municipal equipmentcompetitiveness of municipal equipmentimport substitutionSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 9, Pp 66-73 (2021)
institution	DOAJ
collection	DOAJ
language	RU
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 Sociology (General) HM401-1281 Economics as a science HB71-74
spellingShingle	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 Sociology (General) HM401-1281 Economics as a science HB71-74 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
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
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
title	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_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_sort	analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment
publisher	Publishing House of the State University of Management
publishDate	2021
url	https://doaj.org/article/a35f923fb04c4523835bb37d219277f1
work_keys_str_mv	AT iyuokolnishnikova analysisofkeytrendsandwaystoimprovethemarketingactivitiesofdomesticmanufacturersofmunicipalequipment AT evsumarokova analysisofkeytrendsandwaystoimprovethemarketingactivitiesofdomesticmanufacturersofmunicipalequipment AT evkrasnov analysisofkeytrendsandwaystoimprovethemarketingactivitiesofdomesticmanufacturersofmunicipalequipment
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Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment

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