UDC 659.113.29
Authors
Aleksey N. Litvinov,
Candidate of Science (Economics),
Associate Professor of Management
Department, Financial University
under the Government
of the Russian Federation,
Moscow, Russia
Anton M. Rudomazin,
Member of VTSC, Financial
University under the Government
of the Russian Federation,
Moscow, Russia
Abstract
Purpose of work. The purpose of work is to investigate approaches to the choice of the optimal market
area in which a manufacturer of executive-class cars can operate without the pressure of major competitors.
Materials and methods. Now the enterprise "Aurus" Ltd. plans to bring its goods to the market of representative
cars. Such decision may lead to low demand, as this segment is divided between several large
companies with large budgets for development, production and sales of their products. This environment is
called the "scarlet ocean". The task of the company may be to find the "blue ocean", a segment of the market
free from competitors.
Results. The history of the company LLC "Aurus" dates back to 2013, when in accordance with the order
of 13.09.2013 № 1642-r FSUE NAMI signed a contract without competition for the project "Single modular
platform". Thus, NAMI became the only executor of the state order for the construction of a representativeclass
car, which will carry out transportation and ensure the safety of the first persons of the state of Russia.
However, in addition to the above objective, NAMI set the main task to develop a representative car for the
civil segment. Such organization of production of complex technical vehicles, given without a tender of one
state company, extended the creation of the project for 8 years, required the attraction of additional investments
in double amount and partly brought an uncompetitive product to the market. The ready product was
presented in 2018, but it will be available for sale only in 2021. This time dispersion is dangerous for the company
operating in the market, where new technologies appear annually. However, the company has another
year to choose the right strategy.
Conclusion. At this rate of production and development, the company will not be able to keep up with the
technological level of its competitors. Changes in both production and marketing are necessary for the company.
Keywords
strategic management, blue ocean, Aurus, strategy development.