Skoda Case Study

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Contents
Executive summary:2
Company Analysis:2
Introduction:2
Vision3
Mission:3
Market Situational Analysis:3
Strengths:3
Weakness:4
Opportunities:5
Threats and the COMPETITION :5
Competitors:6
Peugeot:6
Renault:6
Implementation and control:6
Market mix strategies:6
Evaluation and Control7
Financial Reviews:8
Consolidated Balance sheet (CZK million)8
Sales /Financial Projection Based on the facts of Past years8
Reccomendations9
References10

Executive summary:
To develop the market strength and improve its performance in the competitive car market, Skoda’s UK management decided to assess its brand positioning. Brand positioning was in terms of establishing a dynamic image for the brand compared to strong competitors in the world car market. Skoda achieved sharp market research and obtained the data from internal and external strategic audits. This was the leading factor for Skoda to take new opportunities and quick and effective respond to threats. Volkswagen simultaneously acquired co-ownership rights of the distinctive Skoda winged arrow logo, which had been the property of Skoda Plzen engineering company since the end of world war 2. After getting such a strenghful combination with Volkswagen, Skoda restarted its market brandin by having a strong market Campaign, and dispite of being a joke among the customers skoda manages to win customers hearts by entering into the market with Fabia. And a slogan “Full of Love stuff”. Thrughout the case, Skoda managed to overcome the hard years of the business life, And continuously, handled new marketing approaches with extra ordinary advertisements and people awareness. Company Analysis:

Introduction:
Skoda is one of the oldest car manufacturers in the world. Looking depth into the glimpses of Skoda’s history we can elaborate that Skoda was basically the product of the hardwork and the inventions done by two keen cyclists, Vaclav Laurin and Vaclav Klement, in 1895. (Skoda History). They designed and produced their own bicycles. Their business was based on their own imagination and invention. But, it came under “Skoda” name in 1925. During that time the situation was worst in terms of Ecconomy, World war, and the political challenge. Due to that hard time Skoda was in black period almost about 65 years. To overcome the hard situation of economic crisis, Czech government was in immediate need of having a strong foreign partner. By 1990, Volkswagen AG(VAG) was a strong option to have a foreign partner for Skoda, because of its strength, strong financial reputation, quality , and ability to achieve success ,as Volkswagen was having almost control over the whole automobile industry during 90’s. On basis of market analysis it is given that Volkswagen was sharing almost 12% share of World Automobile Industry. To develop the market strength and improve its performance in the competitive car market, Skoda’s UK management decided to assess its brand positioning. Brand positioning was in terms of establishing a dynamic image for the brand compared to strong competitors in the world car market. Skoda achieved sharp market research and obtained the data from internal and external strategic audits. This was the leading factor for Skoda to take new opportunities and quick and effective respond to threats. Volkswagen simultaneously acquired co-ownership rights of the distinctive Skoda winged arrow logo, which had been the property of Skoda Plzen engineering company since the end of world war 2. The Czech government paid Skoda Plazen more than CZK 250million for the right to have Volkswagen use the trademark on cars. Logo was updated with new color in 1993. The name” Skoda Auto” was printed in white around a black circle, said to symbolize company’s long heritage. The green winged arrow within symbolize contemporary concern for issues. Vision:

To have the biggest market share in Europe by looking for extraordinary solutions and...
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