Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment

Abstract

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.

Keywords

• 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