Tomyuk O. Marketing ensuring of product competitiveness of automotive enterprises

The object of the research concerns to the product competitiveness of automotive enterprises. The research refers to development of theoretically-methodical and methodological provisions for marketing support of product competitiveness of automotive enterprises. Author used methods: analysis and synthesis, comparison, systematization and method of analogies, mathematical and graphical, statistical and comparative analysis, comparative and statistical analysis, the method of formalization, expert and economic-mathematical methods, mathematical modeling and forecasting, strategic planning method. The theoretical value of the dissertation is referred to the provisions of theoretical and methodological foundations of marketing ensuring of product competitiveness of automotive enterprises. Scientific novelty of the results: for the first time there is developed a polyparametrical method of estimation product competitiveness of automotive companies, there is improved multifactor model of forecasting of market share as an indicator of effectiveness marketing ensuring the product competitiveness of automotive enterprises, the method of selecting base of comparison for determining the product competitiveness of automotive enterprises, developed components of product competitiveness of automotive enterprises, model optimization of marketing tools ensuring of product competitiveness of automotive enterprises, approach in choosing marketing strategies as one of the elements of marketing ensuring of product competitiveness according to the specific automobile industry. The subject of the research is theoretical and methodological foundations of marketing ensuring of product competitiveness of automotive enterprises. The recommendations of author apply to the marketing ensuring of product competitiveness of automotive enterprises. The scopes of author's recommendations using refer to automotive enterprises.