The automotive market is one of the most highly sensitive spheres of business, which reacts sensitively to fluctuations in the external environment. Ekaterinburg presents all the leading leading automotive brands of Russian and foreign manufacturers, which leads to a high level of competition, both at the level of automobile brands and at the level of competition between dealer centers representing one brand, but belonging to different automobile holdings. The relevance of the research topic is conditioned by the possibility of diversifying the directions of the automobile enterprise, which allows to obtain a competitive advantage and, ultimately, to surpass similar companies on the market by opening a new specialized car showroom with mileage. Practical significance of the study Based on the results of a comprehensive marketing research of consumers' preferences and conducted sociological survey, the development trends of the Russian market of cars with mileage have been revealed and the necessity of opening a car dealership in Yekaterinburg has been proved. The method of forming the price of a car dealership for cars with a mileage is proposed, taking into account the cost of the following stages of preparing the car for sale: determining the input price, pre-sale preparation, determining the liquidity of the model / brand, having an extended warranty, carrying out transactions involving the programs of importers of authorized dealers. Structure of work The master's thesis consists of an introduction, three chapters, a conclusion and a list of sources used. The work contains 116 pages, 5 tables, 47 drawings and 1 appendix. The first chapter of the dissertation examines the main theoretical approaches to business planning, the proposed forms of business plans adopted for use in Russian and foreign practice, as well as examples of business planning in the automotive industry. In the second chapter, an analysis of the dynamics of the automotive market in Russia in 2014-2016, as well as an analysis of trends based on data on the sale of cars in 2017, presents the results of a marketing study of consumer preferences in the field of cars in Ekaterinburg. In the third chapter, the key characteristics for the organization of sales of cars with mileage are determined, the business plan of a new car showroom with mileage has been calculated, the analyst of the formation of prices for cars has been carried out, a method for the formation of prices for cars with a mileage for a motor show has been proposed. The structure of the work corresponds to the stated goal of the thesis. / Автомобильный рынок - одна из самых высокочувствительных сфер бизнеса, которая чутко реагирует на колебания внешней среды. В Екатеринбурге представлены все основные ведущие автомобильные бренды российских и зарубежных производителей, что ведет к высокому уровню конкуренции, как на уровне автомобильных брендов, так и на уровне конкуренции между дилерскими центрами, представляющими один бренд, но принадлежащими разным автомобильным холдингам. Актуальность темы исследования обусловлена возможностью диверсификации направлений автомобильного предприятия, которая позволяет получить конкурентное преимущество и, в конечном итоге, превзойти аналогичные компании на рынке при помощи открытия нового специализированного автосалона автомобилей с пробегом. Практическая значимость исследования По результатам комплексного маркетингового исследования предпочтений потребителей и проведенного социологического опроса, выявлены тенденции развития российского рынка автомобилей с пробегом и доказана необходимость открытия в Екатеринбурге автосалона автомобилей с пробегом. Предложен метод формирования цены автосалона на автомобили с пробегом, с учетом стоимости следующих этапов подготовки автомобиля к продаже: определение входной цены, проведение предпродажной подготовки, определение ликвидности модели/марки, наличие продленной гарантии, проведение сделки с участием программ импортеров официальных дилеров. Структура работы Магистерская диссертация состоит из введения, трёх глав, заключения и списка использованных источников. Работа содержит 116 страниц, 5 таблиц, 47 рисунков и 1 приложение. В первой главе диссертации рассматриваются основные теоретические подходы к бизнес-планированию, предлагаемые формы бизнес-планов, принятые к использованию в российской и зарубежной практике, а также рассмотрены примеры бизнес-планирования в предприятиях автомобильной отрасли. Во второй главе проведен анализ динамики автомобильного рынка России в 2014-2016 гг., а также представлен анализ тенденций на основе данных по реализации автомобилей в 2017 г., представлены результаты проведенного маркетингового исследования предпочтений потребителей в сфере легкового автотранспорта г. Екатеринбурга. В третьей главе определены ключевые характеристики для организации продаж автомобилей с пробегом, произведен расчет бизнес-плана нового автосалона автомобилей с пробегом, проведена аналитика формирования цен на автомобили пробегом, предложен метод формирования цены на автомобили с пробегом для автосалона. Структура работы соответствует заявленной цели диссертации.

Made available in DSpace on 2016-06-02T19:50:18Z (GMT). No. of bitstreams: 1 4838.pdf: 2003441 bytes, checksum: 4cf744b7e6944f412ab80683dec07735 (MD5) Previous issue date: 2012-08-20 / This survey aims to investigate the inter-organizational relationships of a company that in a same industrial plant, concentrates its activities into two distinct markets: the automotive and white goods. Therefore, its purpose is to identify and detail how different requirements of different economic sectors, characterized by unequal positions in supply chain and by physical flows and quirky information, interfere in the organizational design of a company that operates directly in two chains. To meet this goal, there was the selection of up-and downstream links, that is, suppliers and customers of the automotive and white goods market. Soon, was set a case study involving four suppliers and six central enterprise customers. The empirical clipping adopted contemplated the construction of immediate central chain company by which flow all interorganizational relations selected. The comparative research of upstream and downstream relationships occurred through questionnaires that sought to identify and translate the central company interactions with selected organizations, as well as to clarify their form of simultaneous actions in the sectors of automotive, white goods and with support of the theories of supply chain, supply chain management and networks. In summary, the results of this research showed that the company central: (1) Gets cost advantages in its operations in the automotive and white goods segment, on the basis of complementarities; (2) presents an organizational design shaped by the way in which production is performed to company C (b) 1, for the different sectors, by his training and entry into the market, by productive restructuring processes occurring in the white line and automotive markets, for its strategic options and by its placement in the automotive supply chain and white line; (3) when you join at the first level of the automotive supply chain had access to a large number of challenges and opportunities that, if properly addressed, will configure itself in a growth, characterized by structural changes that will include a new dimensioning of your strategic business units in order to remodel your current organizational design, as well as their relationships with customers and suppliers. / Esta pesquisa tem por finalidade investigar as relações interorganizacionais de uma empresa que em uma mesma planta industrial, concentra sua atuação em dois mercados distintos: o de linha branca e o automotivo. Por conseguinte, seu propósito está em identificar e pormenorizar de que forma exigências distintas de setores econômicos diferentes, caracterizadas por posicionamentos desiguais na cadeia de suprimentos e por fluxos físicos e de informação peculiares, interferem no desenho organizacional de uma empresa que atua diretamente em duas cadeias produtivas. Para cumprir este objetivo, houve a seleção de elos à montante e à jusante, isto é, fornecedores e clientes do mercado de linha branca e automotivo. Logo, foi definido um estudo de caso que envolveu quatro fornecedores e seis clientes da empresa central. O recorte empírico adotado contemplou a construção da cadeia imediata à empresa central, pela qual fluem todas as relações interorganizacionais selecionadas. A investigação comparativa das relações à montante e à jusante ocorreu por meio de questionários que visaram identificar e traduzir as interações da empresa central com as organizações selecionadas, bem como esclarecer sua forma de atuação simultânea nos setores de linha branca e automotivo, com respaldo das teorias da cadeia de suprimentos, da gestão da cadeia de suprimentos e de redes. Em síntese, os resultados dessa pesquisa apontaram que a empresa central: (1) Obtém vantagens de custo em sua atuação no segmento de linha branca e automotiva, em função das complementaridades; (2) Apresenta um desenho organizacional moldado pela forma pela qual a produção é realizada para a empresa C(b)1, para os distintos setores, por seu histórico de formação e ingresso no mercado, pelos processos de reestruturação produtiva ocorridos nos mercados de linha branca e automotivo, por suas opções estratégicas e por seu posicionamento na cadeia automotiva e de linha branca; (3) Ao ingressar no primeiro nível de fornecimento da cadeia automotiva teve acesso a um grande número de desafios e oportunidades que, se devidamente superados, configurar-se-ão em um crescimento, caracterizado por mudanças estruturais que incluirão um novo dimensionamento de suas unidades estratégicas de negócios, de modo a remodelar seu atual desenho organizacional, bem como seus relacionamentos com clientes e fornecedores.

The subject of this master's thesis is the analysis of the external and internal environment of Seats, a company operating on the automotive market. For the assessment of its current position, there were used the SLEPTE analysis, Porter´s five forces model, model 7S, and selected financial analysis methods. The results of these analyses are summarized in a SWOT analysis. Based on the executed analyses, recommendations to improve the company's economic situation have been suggested.