Browsing by Author "Kodera, Aleš"
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- ItemPostavení značky Škoda Auto na českém trhuKodera, Aleš
- ItemPostavení značky Škoda Auto na českém trhu(Technická Univerzita v Liberci, 2007) Kodera, Aleš; Simová, JozefínaThe main subject of this diploma thesis is to find out possition of the Škoda Auto company on the Czech market. This work obtains means, way and methods how to create valuable marketing research and results in the last part of the work. The first part of this work deals with the introduction of the Škoda Auto company, its history, management and organization of the company and also with the Škoda Auto group. Second, theoretical part concerns information about branding, brand and its possiton on the market. This part describes theory of brand problemacy, brand´s value and valuation and a brand building strategy on the market. The main goal of the third part is to characterize car market. There is also information about the Škoda Auto company´s products on the Czech and world market. strategy marketing research, its definition, instruments and especially with the process of the research. The following practical part describes marketing research conducted on the Škoda Auto company´s possition on the Czech car market. At the end of this part, there are findings and interpretation of received information. All the facts that can describe company´s possiton on the market are summarized in clearly organized diagrams and tables. Some observations from the research regarding ways of improving or fortifing the possition of the Škoda Auto company on the market are mentioned in the conclusions of this work.