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“Automobile Dacia” is the only significant car manufacturer residing in Romania, but nonetheless it faces strong competition coming from imported brands. Understanding competitors and motivations that underlie the decision to buy are important factors to base marketing strategies on. The activity of car manufacturing in Romania, no less than that in Europe in general, currently sees restrictions that force both the companies and governments to take action to revive that industry, a component part of the economy with a major impact. To cope with the competition on the car market in Romania, several measures are proposed meant to boost the position of the Dacia brand, and the advantages over the other competitors during a difficult period for the automotive industry in Europe and worldwide. This paper proposes an original method of work so called „the method of successive elimination of the dominant share” out of the calculus of concentration or diversification.The profound changes which have occurred mainly over the current economic crisis, have led to an increase in the degree of uncertainty on the market and its predictions, but are also an stimulus for the company in Mioveni to adopt measures and policies to secure development scenarios focusing on an adequate modern probabilistic thinking coming with solutions fit for the disruptions caused by the crisis of the global economic environment under pressure, to confirm the continuity and success of the brand. 1.COMPETITION ON THE ROMANIAN CAR MARKET, A NECESSARY COMPONENT OF THE NATIONAL MARKET ECONOMY The automotive industry plays an extremely important role in Romania, very much as in other European and Western countries. The giants of the global automotive industry are present on these markets, with a multitude of products that meet the most variegated and demanding options of economic demand in that field. The dynamics of the automotive market has seen profound transformations in this country. As a result of the transition from a type of centralized economy, completely lacking competitive mechanisms, to a market economy where competition becomes, again, the main motor of progress, the car market in Romania has been accelerated and restructured. After 1990, with the liberalization of the market of Romanian economy as a whole, the range of car makes on the roads representing the internal space. The population has become more informed, more demanding and more attentive to the criteria involved in purchasing a car. Romania’s joining the European Union has boosted these trends, and along with the free movement of goods within the Community, it has facilitated the penetration of the Romanian market by a growing number of makes of imported cars, both new and prior-owned. The car market competition has become fierce, leading firms to adopt different strategies for attracting more and more interest from buyers. The financial crisis, subsequently turned global, has emphasized the radicalism of the changes on the global car market in Romania, and competition has assumed increasingly various forms. Some of them border on the spectacular, as is the case of inter-branch competition among the various production units part of the companies. “Battling can get remarkably fierce between these branches, when they face in the same country or area”[4]. A typical example for the Romanian market is supplied by the subsidiary Renault and Automobile Dacia within the group of the same name. ”Automobile Dacia”, which is currently the only car producer in Romania, are facing increasingly strong competition from importers, which claims the adoption of an adequate competitive behaviour, with a greater degree of adaptation to new developments on the Romanian car market, characterized by an upward dynamics, ANNALS of the ORADEA UNIVERSITY. Fascicle of Management and Technological Engineering, Volume IX (XIX), 2010, NR2

"AUTOMOBILE DACIA" AND COMPETITION ON THE ROMANIAN CAR MARKET, IN TERMS OF GLOBAL CRISIS