Matvei S. Orlov

The article examines the use of marketing methods for forming the strategy and tactics of competitive behavior of a leasing company. The competitive environment of the auto leasing market is analyzed and key competitiveness factors are identified. Based on the example of Alfamobil LLC, strategic and tactical marketing decisions ensuring a stable competitive position in the b2b segment are substantiated.

The paper examines the role of event marketing in shaping the competitive positions of leasing companies. The specifics of b2b communications in the leasing industry and the mechanisms for engaging corporate clients through professional events are considered. A typological analysis of event formats is conducted and an algorithm for integrating event marketing into the competitive strategy of a leasing company is proposed.