DEVELOPMENT OF A STRATEGY FOR THE PROMOTION OF CARS ON THE UKRAINIAN MARKET

The efficiency of the enterprise largely depends on chosen market strategy, which includes decisions characteristics product, its prices and ways to promote it in different markets. correct choice pricing product can be important factors competition target markets enterprise. article considers theoretical approaches develops practical recommendations for choosing a strategy promoting Alfa Romeo «Giulietta» car Ukrainian based results strategic analysis. analysis is given, consists comparing sales competitors' cars by brands. For better visualization, following was built: map volume competitors Ukraine price range. company's according criteria history, reputation world, experience, channels, availability service centers, marketing policy, brand recognition, policy breadth range segment consumers. Based research, strengths weaknesses were identified, namely: environmental friendliness (compliance with E-6 standard); safety Euro NCAP requirements; presence positive image world. Recommendations promotion consumer have been developed. On basis received data advancement are Conclusions made how acquaint potential buyers our indicating advantages over (environmental, advantages), build cover all segments main forms advertising campaign within company «Alfa S.p.A.» recommended choose TV advertising, outdoor participation specialized exhibitions, as well Internet advertising. Communication channels identified key S.p.A. These resources most popular among consumers such «family», «businessman» «stylish people».