Theoretical description of marketing system of automotive enterprises

¹ Tashkent State University of Economics, Tashkent, Uzbekistan
² Independent researcher of Turin Politechnical university in Tashkent, Tashkent, Uzbekistan

Abstract

The article examines the issues of using benchmarking to increase the competitiveness of auto industry enterprises. In the present conditions, the interaction concept in the marketing activities of auto industry enterprises consists of relations (communication) between buyers and the participants of the buying and selling process; scientific proposals and recommendations are given to increase the importance of effective communication of marketing interaction. At the same time, it is important to effectively influence the marketing system of auto industry enterprises by implementing the results of marketing research of international research institutes in forming directions for increasing the effectiveness of the marketing activities of auto industry enterprises, and as a result, to increase the investment potential and competitiveness of auto industry enterprises. Studying the theoretical foundations of the formation of marketing strategies in the automotive industry and approaches to classifying the types of marketing strategies allow to determine the peculiarities of their use in the automotive industry of Uzbekistan and to develop appropriate measures. The analysis of the characteristics of the main methodological approaches to the development of marketing strategies of automobile industry enterprises in foreign countries practically substantiates the fact that the flexibility to the processes related to market development is important, not the relationships that arise during the development of the marketing strategy and its implementation.