ISSN:
2181-3906
2024
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 3 / ISSUE 6 / UIF:8.2 / MODERNSCIENCE.UZ
453
MARKETING MANAGEMENT STRATEGY'S IMPORTANCE AND MODERN
CONCEPT
Bazarova Mamlakat Supievna.
Asian International University.
Senior Lecturer, Department of Economics.
https://doi.org/10.5281/zenodo.11660124
Abstract.
In this article, the use of effective ways of conducting marketing research on the example
of international companies, analysis methods, SWOT analysis, the results of marketing research
conducted on the market of Uzbekistan on the example of the RoboClean vacuum cleaner of the
international company AURA Group are studied theoretically and practically.
Keywords:
AURA Group, commercial business, Aura Roboclean, marketing research, SWOT
analysis, RoboClean vacuum cleaner.
ЗНАЧЕНИЕ СТРАТЕГИИ УПРАВЛЕНИЯ МАРКЕТИНГОМ И СОВРЕМЕННАЯ
КОНЦЕПЦИЯ
Аннотация.
В данной статье использованы эффективные способы проведения
маркетинговых исследований на примере международных компаний, методы анализа,
SWOT-анализ, результаты маркетинговых исследований, проведенных на рынке
Узбекистана на примере пылесоса RoboClean международного компании AURA Group
изучены теоретически и практически.
Ключевые слова:
AURA Group, коммерческий бизнес, Aura Roboclean,
маркетинговые исследования, SWOT-анализ, пылесос RoboClean.
A company (Latin: compania) - is an association of legal entities and individuals,
entrepreneurs, organized to carry out economic activities (production, trade, brokerage, finance,
insurance, etc.).
The term "company" refers to associations, companies, economic societies, firms,
corporations, i.e. enterprises with various foreign legal forms. The company will have the status
of a legal entity. The company can operate according to the principles of partnership, corporation,
and other principles of business activity.
1
AURA Group is a sales and service IT company that has been operating since 2009 and is steadily
improving year after year in the field of commercial business automation. Specializes in retail automation
projects as well as local automation of manufacturing plants.
2
AURA group of companies is a sales and service IT company that always helps to organize
business work more effectively.
1
https://uz.wikipedia.org/wiki/Kompaniya
2
https://www.retail.ru/rbc/company/gruppa_kompaniy_aura/#:~:text=ГК%20"АУРА"%20является%20торгово-
,также%20локальной%20автоматизации%20производственных%20предприятий.
ISSN:
2181-3906
2024
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 3 / ISSUE 6 / UIF:8.2 / MODERNSCIENCE.UZ
454
The company will help you at any time
3
:
Both the head office and production facilities of Aura GmbH are located in Weiterstadt near
Frankfurt, Germany.
Based on the belief that direct communication is the best and most reliable means of advertising,
we sell our products exclusively through direct sales. By focusing our company's responsibility on
maintaining the well-being of our customers, we have won the trust of families in more than 35 countries
around the world. This success has been achieved by making the opinion of the customers and the
continuous development and quality control of product models a top priority for us.
Our products are manufactured according to the ISO9001 directive in production facilities with
high-tech infrastructure and presented to the consumer in accordance with international standards under
the management of the continuously improving Advanced Development and Quality Department, which
is responsible for the health of the consumer. At the production facilities, along with production, without
sacrificing quality, as a result of our sensitivity to the outside world, CDP (Carbon Footprint Project)
activities are carried out.
3
http://roboclean.uz
choosing the right
equipment
provision of goods for
testing
professional automation or
selection of solutions for
business areas such as sales,
service and catering,
manufacturing, warehousing
and transport logistics
teaching how to work
with equipment and
software
providing support
services
ISSN:
2181-3906
2024
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 3 / ISSUE 6 / UIF:8.2 / MODERNSCIENCE.UZ
455
As part of our health and customer policy, which began in 1996 and continues to this day, Aura
Roboclean products have reached millions of consumers across geographies, spreading from east to west
and from north to south. Designed to be productive, quiet and a friend of the user, this product has been
recognized as a frontrunner and won the Red Dot Design Award 2013, Good Design 2015, Iconic Awards
2016 and IF Design 2016.
The continuation of a healthy life is the dream of every individual, society and nation. This is
possible only through protection and living in a clean environment. Aura Roboclean, on the other hand, is
not a goal to achieve this goal, but only a means. We are happy to produce this product for the health of
our customers.
4
Using the above information, we conducted marketing research among the population on the
RoboClean vacuum cleaner, one of the main products of the AURA company, and conducted a SWOT
analysis based on the company's indicators.
According to the results of the AURA company's RoboClean vacuum cleaner survey, women
make up 66,7% of 100% of participants, and men make up the remaining 33,3%. As for the age of the
participants, those between 20-25 years old show the highest 50% result. The smallest indicator is 8,3%
among 30-35-year-olds. 100% of our participants are from Bukhara region.
Most of the survey participants are students by profession, making up 66,7%. Employees and
unemployed in private enterprises and state enterprises show the same indicator, i.e. they make up 16,7%.
Pensioners make up 8,3%. Currently, 23,1% of the users of vacuum cleaners under different
brands are Bosch, Samsung, and LG users. Those who use our Roboclean brand vacuum cleaner in their
daily life show the highest rate, i.e. 30,8%.
As for the choice of our participants, 53,8% of those who pay attention to the price and
convenience, 30,8% of those who pay attention to the brand, 23,1% of those who pay attention to the
service, and those who pay attention to the quality are the highest results, with 92,3%.
All our participants buy a vacuum cleaner based on the variety of functions, 30,8% rated roboclean
vacuum cleaner service in their region as excellent, 20,8% rated it moderately, 10% rated it poorly, and
31,6% did not use it yet. If we come to the opinion of the participants on how to eliminate the
shortcomings, we can see that there were many opinions.
For example, we can see that due to the shortness of the cord, we have been asked to change to an
electric vacuum cleaner, to strengthen it to eliminate noise, and to extend the cord. We are sure that the
reason why the non-users have not yet taken it for their daily life is the high price and the fact that they are
not yet aware of this technique.
Based on the above information, we came to the following conclusion and carried out a SWOT
analysis of the company's activity.
Components of SWOT Analysis
5
Every SWOT analysis will include the following four categories. Though the elements
and discoveries within these categories will vary from company to company, a SWOT analysis is
not complete without each of these elements:
Strengths
4
5
https://www.investopedia.com/terms/s/swot.asp
ISSN:
2181-3906
2024
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 3 / ISSUE 6 / UIF:8.2 / MODERNSCIENCE.UZ
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Strengths describe what an organization excels at and what separates it from the
: a strong brand, loyal customer base, a strong balance sheet, unique technology, and
so on. For example, a hedge fund may have developed a proprietary trading strategy that returns
market-beating results. It must then decide how to use those results to attract new investors.
Weaknesses
Weaknesses stop an organization from performing at its optimum level. They are areas
where the business needs to improve to remain competitive: a weak brand, higher-than-average
turnover, high levels of debt, an inadequate supply chain, or lack of capital.
Opportunities
Opportunities refer to favorable external factors that could give an organization a
competitive advantage. For example, if a country cuts tariffs, a car manufacturer can export its
cars into a new market, increasing sales and
Threats
Threats
refer to factors that have the potential to harm an organization. For example, a
drought is a threat to a wheat-producing company, as it may destroy or reduce the crop yield.
Other common threats include things like rising costs for materials, increasing competition, tight
labor supply, and so on.
6
Table-1
SWOT analysis of RoboClean vacuum cleaner by AURA company
Strengths
1. Availability of satisfied customers in
35 countries
2. Excellent organization of service and
support
3. Popularity of the company's mission to
be recognized as "Efficient, quiet and the perfect
user's friend"
4. Diversity of the company's products
and functions
5. The company's strong brand and team
of qualified specialists
Opportunities
1. A high level of opportunity to use new
marketing tools to increase the number of
customers and buyers
2. Existence of opportunities to
effectively use product pricing strategies based on
customers' purchasing abilities
3. Availability of new market
opportunities in the countries of Central Asia and
Southeast Asia
Weaknesses
1. Use of a high, authoritative price
policy when setting prices for products
2. The presence of small defects and
malfunctions in certain types of products
Threats
1. Availability of low-priced goods
market for customers with low purchasing power
2. Political and economic processes in the
neighboring countries cause problems in
attracting new markets
6
https://www.investopedia.com/terms/s/swot.asp
ISSN:
2181-3906
2024
International scientific journal
«MODERN SCIENCE АND RESEARCH»
VOLUME 3 / ISSUE 6 / UIF:8.2 / MODERNSCIENCE.UZ
457
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