The most important direction of the state policy of the Russian Federation is to reduce the dependence of industry on imports. Due to progressive development of the Russian economy and the implementation of a number of large investment projects in various industries in the country, it is expected that the demand for Russian-made products will only grow. New participants, regardless Russian or foreign, appear on the market, and develop a Russian national content. Over the past few years, a widening gap has been observed on the Russian market: since the beginning of 2018, the share of foreign manufacturers in sales has begun to decline.
Systematic work on the implementation of the import substitution program includes a whole range of interrelated measures aimed at creating additional demand for Russian-made products, as well as using priority purchases and quotas for Russian products. In particular, the tasks of supporting domestic producers are being addressed, including the provision of financial support measures (subsidies), the formation of a favorable investment climate. Work is also underway to stimulate demand for final products.
When building commercial relations with counterparties when purchasing certain categories of goods, works and services that may fall under the established prohibitions and restrictions, the business must be clearly aware of the increasing risks. In light of current trends in legislation, it is necessary to monitor government measures and changing regulations in order to remain conscientious market participants.
Given these trends, manufacturers need to regularly conduct a thorough analysis of the prospects for the development of the market and their own enterprise, clearly position themselves in the market, prepare a flexible strategy for further development and, in particular, sales. A successful sales development strategy must take into account not only the current and future conditions of the Russian market, but also the national rules and requirements for the import substitution policy, especially if the products are supplied from abroad.
Taking into account the above, it is obvious that only on the basis of the analysis and comparison of the results of a comprehensive study of the industry market, industry and corporate requirements for import substitution, it is possible to make a decision on the further marketing strategy of the enterprise, the feasibility and prospects of localizing production in the Russian Federation.