The Problems of Market Orientation of Russian Innovative Products (Electric Cars as a Case Study)

The aim of this research is to analyze the results of realizing the market-oriented concept in Russian car market and to determine the impact of marketing on its development. M. Porter and R. Grant’s model of competitive forces was used to assess the prospects for changing the situation and the main moving forces which determine the state of the car market. The analysis of the empirical data, characterizing the electric and hybrid car markets in separate countries and in the world, as a whole, was done. Using the method of expert assessments allowed to identify the following key attributes of the competitiveness in Russian market: the acquisition cost, the rapidity, the economy of travel, the duration of travel and the capacity of the trunk. For the competitive analysis, we applied the calculation methods, which allowed to determine the individual and weighted indicators of competitiveness for each characteristic of the considered models of electric cars in Russian market. As a result, it was revealed that the impact of complementary goods and services: fuel (energy sources), car insurance, car loans, car parking, maintenance and repair services is the main moving force in the car market. The car manufacturers should build their market orientation on the balance between innovation and marketing competences.