POLITICI I STRATEGII DE MARKETING PENTRU CRETEREA VNZRILOR DE AUTOMOBILE DACIA

Conductor tiinific: Doctorand: Prof. univ. dr. ec. Liliana DUGULEAN Rezumat: Lucrarea i propune s formeze o imagine de ansamblu a situaiei actuale a pieei automobilelor din Romnia i plecnd de la acest fapt s pun n eviden tendinele i direciile spre care se ndreapt aceast important ramur a industriei constructoare. Obiectivul final al lucrrii este acela de a identifica acele politici i strategii de care tiina marketingului dispune pentru a fi aplicate pentru creterea vnzrilor de automobile Dacia. Lucrarea este structurat pe ase capitole. n primul capitol este analizat piaa automobilelor din Uniunea European sub efectele crizei financiare. Analiza este detaliat n continuare pe piaa romneasc, att sub aspect structural ct i al tendinelor ultimilor ani. Analiza este realizat i n plan teritorial la nivelul regiunilor de dezvoltare pentru a evidenia specificul anumitor piee ca i preferinele cumprtorilor spre anumite modele sau mrci de automobile. Al doilea capitol este dedicat marketingului cu specificul i particularitile sale n industria de automobile n general, dar i din Romnia, cu referiri la activitatea de marketing a S. C. Automobile Dacia S.A. Sunt descrise activitile specifice desfurate n cadrul direciei de marketing ale firmei. Al treilea capitol al politicilor mix-ului de marketing din industria auto, trateaz cele patru componente de baz ale mix-ului de marketing cu specificul impus de acest tip de produse i continu cu detalii referitoare la S.C. Automobile Dacia S.A. Al patrulea capitol este dedicat strategiilor de pia utilizate n industria de automobile. Sunt analizate variabilele de segmentare, segmentele de pia vizate, strategiile de poziionare i intirea segmentelor de pia care prezint interes pentru productorii de automobile n general i pentru Automobile Dacia n mod special. Capitolul cinci aloc un spaiu amplu cercetrii att sub aspect calitativ ct i cantitativ. Cercetarea calitativ s-a bazat pe dou focus-grupuri pentru a determina care este profilul cumprtorului de automobile Dacia. Cercetarea a continuat sub aspect cantitativ la nivelul municipiului Piteti, avnd ca scop identificarea opiniilor, atitudinilor i a comportamentelor cumprtorilor de automobile Dacia. Capitolul ase cuprinde o analiz temporal a vnzrilor de automobile Dacia, urmat de analiza concurenei i previziunea vnzrilor n actualul context economic. Dup o segmentare a pieei, sunt propuse politici i strategii de marketing pentru automobilul Dacia Duster. n final sunt prezentate conluziile i contribuiile personale care sintetizeaz analizele pe parcursul lucrrii. n ncheiere sunt formulate propuneri care pot stimula vnzrile de autoturisme marca Dacia. Cuvinte Cheie: piaa automobilelor, cumprtorii de automobile, cercetri calitative, cercetri cantitative, profilul cumprtorului, segmentarea pieei automobilelor, harta percepiilor, analiza vnzrilor, politici de marketing, strategii de marketing Gheorghe CRUCERU

MARKETING POLICIES AND STRATEGIES FOR INCREASING DACIA CARS SALES

Scientific coordinator: Candidate: Prof. PhD. ec. Liliana DUGULEAN CRUCERU Summary: The present doctoral dissertation goal is to present an overview of the current car market in Romania and based on this, to highlight the future trends and directions of this important industry sector. The ultimate objective of this paper is to identify those policies and marketing strategies that can be applied in order to increase sales of Dacia cars. The dissertation is divided into six chapters. The first chapter presents the EU car market context taking into account the current financial crisis. Detailed analysis is carried on the Romanian auto market, both in terms of structure and of recent years trends. The analysis is conducted at development regions level in order to highlight the individual characteristics of this markets and also the buyers' preferences for certain models or car brands. The second chapter is devoted to the marketing activity in the automobile industry with its specifics and peculiarities and also in Romania, with reference to the specific marketing activities of SC Automobile Dacia SA. This activities carried out by the marketing department of Automobile Dacia are also discussed in this chapter. The third chapter is dedicated to the marketing mix policies used in the auto industry discussing the four basic components of marketing mix and continuing with details on SC Automobile Dacia S.A. The fourth chapter is devoted to marketing strategies used in the auto industry. Segmentation variables, targeted market segments and positioning strategies are analyzed in general and for Automobile Dacia in particular. Chapter Five present an ample research, both qualitative and quantitative. The qualitative part was based on two focus groups in order to determine Dacias customer profile. The research continued with a quantitative section, implemented in Pitesti and focused to identify opinions, attitudes and behaviors of Dacia car buyers. Chapter six includes a temporal analysis of Dacia car sales, followed by a competition analysis and a sales forecast in the current economic context. After a market segmentation study is presented, policies and marketing strategies for Dacia Duster car are proposed. In the end, the conclusions and personal contributions are presented which summarize the paper scientific effort. Also a set of proposals are stated that can boost sales of Dacia cars in the future. Keywords: car market, car buyers, qualitative research, quantitative research, buyer profile, market segmentation car, map of perceptions, sales analysis, marketing policies, marketing strategies. PhD Gheorghe