Methods for assessing the market share of a trademark in the B2B market of vehicle components

Aim. The work aimed to systematize and evaluate the existing methods for determining the market share of a trademark in the segment of vehicle components, taking into account the specifics of the B2B market and the limited statistical data.
Objectives. The work seeks to classify direct and indirect methods for assessing the market share; to determine their applicability; to identify the limitations of applying methods in modern market conditions; to indicate practical examples of use.
Methods. The study employed comparative analysis, expert assessments and secondary analysis of market statistics, including data on imports, warehouse representation and digital activity of market participants.
Results. The study identified six methods for assessing the market share, grouped into direct and indirect ones, applicable to the B2B segment of the vehicle components market. A comparative analysis of their accuracy, applicability, and limitations was performed given the limited availability of statistics. The study included practical testing of the methods using data on one brand and a comparative analysis of the results.
Conclusions. The need for a combined application of various methods in assessing the market share was substantiated, especially given the limited availability of reliable data in the B2B market. It was established that the isolated use of one approach often results in distorted or incomplete conclusions. Practical recommendations for new and independent brands were developed, including the use of online analytics, parsing of warehouse availability and taking into account the specifics of the product range. The work emphasizes the importance of adapting assessment tools to the specifics of the selected product group and logistics model. Directions for further research were proposed, including the construction of a comprehensive assessment model using weighting factors to improve the objectivity of the results.

1. ISO 20671-1:2021(en) Brand evaluation — Part 1: Principles and fundamentals. ISO. URL: https://www.iso.org/obp/ui/en/#iso:std:iso:20671:-1:ed-1:v1:en (accessed on 12.04.2025).

2. Kotler Ph., Berger R., Bickhoff N. The quintessence of strategic management: What you really need to know to survive in business. Berlin, Heidelberg: Springer-Verlag; 2016. 130 p. (Russ. ed.: Kotler Ph., Berger R., Bickhoff N. Strategicheskii menedzhment po Kotleru: luchshie priemy i metody. Moscow: Alpina Publisher 2022. 130 p.).

3. Porter M.E. Competitive strategy: Techniques for analyzing industries and competitors. New York, NY: The Free Press; 1998. 397 p. (Russ. ed.: Porter M. Konkurentnaya strategiya: metodika analiza otraslei i konkurentov. Moscow: Alpina Publisher; 2007. 454 p.).

4. Aaker D.A. Building strong brands. New York, NY: The Free Press; 1996. 400 р. 5. Kapferer J.-N. The new strategic brand management. London: Kogan Page; 2008. 577 р.

5. Keller K.L. Strategic brand management: Building, measuring, and managing brand equity. Englewood Cliffs, NJ: Prentice-Hall; 2003. 788 p. (Russ. ed.: Keller K.L. Strategicheskii brend-menedzhment: sozdanie, otsenka i upravlenie marochnym kapitalom. Moscow: Williams; 2005. 704 p.).

6. Golubkov E.P. Marketing research: Theory, methodology and practice. 4th ed. Moscow: Finpress; 2008.496 p. (In Russ.).

7. Starov S.A. Brand management. 4th ed. St. Petersburg: St. Petersburg University Publ.; 2021. 556 p. (In Russ.).

8. Passenger car and LCV auto parts market review May 2024. Aftermarket-DATA. URL: https://aftermarket-data.ru/articles/aftermarket_passenger_cars_and_LCVs_may_2024 (accessed on 15.03.2025). (In Russ.).

9. Graph theory — multi-vector analysis of auto parts brand competition. August 2024. Aftermarket-DATA. URL: https://aftermarket-data.ru/articles/graph_theory (accessed on 15.03.2025). (In Russ.).

10. Gruzdev A. Intelligent analysis. Ekaterinburg: Ridero; 2017. 132 p. (In Russ.).

11. Calculation of the market capacity of auto components and spare parts for passenger cars in Russia. Avtostat. May 29, 2023. URL: https://www.autostat.ru/research/product/502/ (accessed on 10.07.2024). (In Russ.).

12. Average age of vehicle fleet by federal districts. Avtostat. 2025. URL: https://www.autostat.ru/infographics/59994/ (accessed on 30.04.2025). (In Russ.).

13. Directory of auto parts suppliers on the ABCP Platform: Russia. ABCP. URL: https://www. abcp.ru/suppliers (accessed on 04.05.2025). (In Russ.).

14. Where to buy. CTR. URL: https://ctr.co.ru/gde-kupit/ (accessed on 04.05.2025). (In Russ.).

15. CL0291. EMEX. URL: https://emex.ru/f?detailNum=cl0291&packet=-1&brandId=-354 (accessed on 04.05.2025). (In Russ.).