PENZA MARKET OF RENAULT CARS: ANALYSIS AND DEVELOPMENT PROSPECTS 

Goldina Anna Aleksandrovna, Candidate of economic sciences, associate professor, sub-department of accounting, taxation and audit, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: anna3103@rambler.ru
Muzyafyarova Alina Rafael'evna, Master’s degree student, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: mokr-alina@yandex.ru 

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10.21685/2309-2874-2018-2-6 

Background. Today, the Russian car market is at the stage of serious structural changes. This is due to the fact that sales of domestic cars have decreased, and the demand for foreign cars has increased significantly. If earlier Russian auto enterprises for a long time kept large volumes of sales due to their price, now almost all cars are assembled in Russia. That means the prices of such vehicles have become affordable. The goal of the work is to analyze and determine the prospects for increasing sales of Renault cars both at the Russian and regional levels.
Materials and methods. Implementation of the research objectives was achieved on the basis of studying data of the Association of European Businesses, as well as statistical and operational reporting of car dealers of the Penza Region. The methodological basis is the classical General scientific research methods: analysis, synthesis, induction, deduction, generalization and classification, as well as comparative and system analysis, multidimensional methods of analysis.
Results. The study showed that the situation at the car market in 2016-2017. both in Russia and at the regional level is characterized as stable. The analysis of the rating indicators shows that Renault cars entered the top five best-selling cars in 2017. The flexible pricing policy used by regional car dealers and various programs aimed at attracting customers is evaluated as an effective mechanism, which results in a substantial increase in sales.
Conclusions. Renault cars are one of the most competitive segments on the Russian market. Prospects for the development of this segment are associated with the development of customer-oriented strategies, including tools aimed at ensuring the availability of cars for all groups of the population. 

car dealer, car market, Renault cars 

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