How do the Marketing Strategies of Major Foreign Automobile Manufacturers in the Russian Market Differ?

Eiko Tomiyama
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Eiko Tomiyama: Graduate Institute for Entrepreneurial Studies

The Northeast Asian Economic Review, 2016, vol. 4, issue 1, 47-66

Abstract: This paper provides a comparative verification of the methods used by major automobile manufacturing groups–namely Hyundai-Kia, Toyota, Renault-Nissan-AvtoVAZ, VW, and GM – in their approach to the automobile market in Russia, which is the world's sixth-largest in terms of the number of passenger cars sold. More specifically, it examines their modes of entry, the products they have introduced, and their sales trends. Then, this paper analyzes the differences and similarities between the strategies of each group in Russia, based on the "the Integration-Responsiveness Framework" in order to identify the ways in which the strategies of each group differ.

Keywords: Integration-Responsiveness Framework; TOYOTA; Hyundai; VW; Renault-Nissan-AvtoVAZ; GM; marketing; outsourcing (search for similar items in EconPapers)
Date: 2016-03
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