Oil war as a marketing factor
The most significant event of 2010 in the post-Soviet space was the next oil war between Russia and Belarus. Due to the fact that we are talking about about 5 billion dollars that were at stake, the war turned out to be protracted, nobody wanted to give in, because it was a very large amount even on a global scale.
The oil war significantly affects the marketing activities of many companies in different countries. For this reason, it is advisable to determine what the war can affect and what results it may have. This will allow choosing the most effective marketing strategy for companies whose markets may affect the oil war.
We will understand what the oil war can turn for companies operating in the Russian market. Two variants of events are possible here: the first will be realized in the event of the victory of the Russian side, and the second will be realized in the event of the defeat of the Russian war. It should be noted that a draw in this war is the most unfortunate and undesirable outcome.
When Russia wins, it favorably affects its economy, because money in the form of customs duties on oil goes to the budget. It can be assumed that money will go from the budget either to enterprises, or to pensioners or state employees, and this will result in the economy receiving additional stimulation in the amount of $ 5 billion.
The Russian economy receives an additional 5 billion dollars, which will most likely be spent on the Russian market. This is a definite plus for the players of the Russian market. If we take into account the hierarchy of needs for Maslow, then we can assume that the lion’s share of 5 billion US dollars will be spent on the purchase of products, home appliances and travel.
Such consumer choice is due to the fact that something more serious, for example, for cars or housing of this amount, if distributed among the population will not be enough. Thus, from the victory in the oil war of the Russian side, dividends will be received, first of all, by companies operating in the food, household appliances and travel markets.
These companies should have a clear marketing strategy in case the Russian side wins. Otherwise, they may miss the chance presented themselves, and it is also worth making certain efforts to realize exactly this scenario, because the loss of the Russian side in the oil war leads to losses for the Russian economy.
If the Russian side loses, then market players who, if they won, would receive some dividends from it, simply won’t get them. There will be no losses from the loss of the Russian side, but there will also be no additional profits. This is not an entirely pleasant scenario for Russian companies, but it is worth preparing for it by preparing an appropriate marketing strategy.
Companies operating in the Belarusian market should also prepare for two possible scenarios. The first option is that the Belarusian side wins the oil war, and it gets 5 billion US dollars. And they will get into the budget and most likely will go to increase wages, pensions, to support enterprises.
Winning the Belarusian side will lead to an improvement in the conjuncture in its markets. As in the case of Russia, money is primarily spent on food, household appliances, clothing and travel. Most likely, money will not go to other goods or services, because it will most likely be distributed fairly and will not give much in one hand.
Losing the war of the Belarusian side leads to difficult times
Players who work on the Belarusian market of food, household appliances, clothing and travel benefit from a victory in the Belarusian oil war. They receive additional bonuses. To get additional bonuses, the players of these markets are simply obliged to have an intelligible marketing strategy, because otherwise the money may go to other markets.
Loss in the war of the Belarusian side leads to difficult times. First of all, the blow comes again to companies involved in food, household appliances, clothing and travel. The domestic Belarusian market is small in order to have sufficient sales, and the presence of Belarusian companies on the external market is very small.
It is obvious that the oil war, if it starts up unsuccessfully for the Belarusian side, leads to increased competition in the Belarusian market and, as a consequence, restricts imports.