The role of marketing in the formation of a sustainable product policy in the automotive industry in Azerbaijan

Abstract

The role of marketing services in industrial enterprises, particularly in the automotive sector, is vital for socio-economic development. This study focuses on the automotive industry in Azerbaijan, specifically analyzing the alignment of consumer behavior and marketing mix components within the current business landscape. The objective is to explore the impact of social networks and broaden the marketing mix to refine product policy, using the Ganja Automobile Plant as a case study. The research identifies strengths and weaknesses in the consumer-sales complex, providing new strategies to enhance sales performance. Key insights are derived from data provided by the State Statistics Committee and the Ganja Automobile Plant, supplemented by domestic and international research. The paper reviews various marketing philosophies and shifts from traditional one-way communication to interactive two-way strategies facilitated by social media. Findings from an online survey of tractor consumers reveal key demographics, including age, education, and brand awareness. The study underscores the significance of integrating social media into marketing strategies and enhancing the online presence of the Ganja Automobile Plant. Despite increased competition and growing demand for agricultural machinery, the plant has potential for expansion and export growth. The study concludes with recommendations for improving consumer satisfaction and adapting marketing strategies to align with evolving market needs and technological advancements.