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aspect of international marketing is the study of the competitive edge of competitiveness in
the external market from the point of view of consumer satisfaction. National automobile
companies can take advantage of the extensive use of the marketing mix, the types of
internal and external markets, and the marketing of complex
marketing activities by
attracting qualified personnel.
In the modernization of leading sectors of the economy, the use of marketing concepts
and principles is crucial for the further development of automobile production. Therefore,
the need to address the problem of raising economic efficiency by formulating and
implementing a marketing strategy of automobile companies in our country will serve to
substantiate the relevance of the selected research topic.
2. Literature Review.
Issues related to industrial production, particularly to the competitiveness of different
sectors of the national economy, are reflected in the works
of foreign scholars such as
Ph.Kotler, Brian D. Evans, М.Porter. Together with general issues of organization of
marketing in enterprises, various aspects related to marketing in foreign economic activity
are also considered.
Although these studies represent an important scientific and methodological source,
currently the scientific potential of the automobile companies of the Republic of Uzbekistan
to effectively introduce international marketing methods in the development of export
activity in the foreign market has not been practically carried out.
Throughout the years, companies have relied on the
following two fundamental
hypotheses to develop specific development strategies and marketing activities: 1) non-
diversified goods and services offered to consumers; 2) The only criterion for purchasing a
buyer is minimization of total costs.
However, in the fourth quarter of the twentieth century, new hypotheses have been
made in the economic theory specifically,
- Consumer wishes and tastes can be controlled by advertising and promotion of new
products on the market.
- The company should take into account the following factors in the development of its
strategy, determination of target market requirements, and the more effective use of
consumers' expected satisfaction from competitors: the improvement
of technology in the
context of international relations expansion; liberalization of the national economy and
intensification of privatization processes; training and retraining of managers (Concept of F.
Kotler);
- Competitive advantage defines the position of the company in the network, in which
the position of the network implies the general approach of the company to competition, not
to a particular product or to whom it is developed (M. Porter’s concept).
The use of these approaches in market positioning of companies and their products
has been prompted by strategies by Western economists to guarantee the success of any
company in the market.
At
the same time, in the early 21st century, the number of successful companies,
using these strategies, had a tendency to decline in the context of structural changes in the
global economy which resulted from the sharp increase in raw materials and qualitative
changes in consumer demand. This has increased the need to improve approaches to
marketing strategies.
The essence of marketing is usually related to any market activity. By the 1960s,
marketing terms and concepts began to emerge. According to the American Marketing
Association, currently there are over two thousand recipes for marketing.
In particular, Ph. Kotler believes that the kind of human
activity that meets the
demands and needs of marketing through exchange.
Brian D. Evans believes that marketing is a way to meet the expectations of goods
and services, organizations, people, regions, and ideas through predicting,
managing and
sharing.
According to Sh. Ergashkhodjaeva, an economist of Uzbekistan, marketing is an
activity related to organizing, selling, and utilizing production through a thorough analysis
and prediction of the market of goods and services.
The McKinsey matrix has emerged in response to the need to develop models built on
the basis of the BKG matrix, which provides a better idea of the
strategic position of the
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company. In this matrix, the factor of "market expansion" is a multi-factor concept known
as the "attractiveness of the market" and the "relative market share" has changed to the
"strategic position of the company", which, in its turn, can measure the car market's
position.
In terms of a factor affecting the competitiveness of enterprises, M. Porter pays a
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