Postavení firmy Škoda Auto a. s. na trhu s automobily v rámci Evropské unie
Title Alternative:Position of the Company Škoda Auto a. s. on the Car Market within the European Union
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Tato bakalářská práce se zabývá postavením firmy ŠKODA AUTO a.s. v Evropské unii i v České republice. Jejím hlavním cílem je zhodnotit společnost na evropském a českém automobilovém trhu. Práce je rozdělena na dvě hlavní části. První část popisuje základní pojmy spojené s konkurenceschopností a analýzou podniku, charakterizuje také automobilový průmysl v Evropské unii a současné automobilové trendy. Druhá část se věnuje firmě ŠKODA AUTO a.s., kde ji především analyzuje s pomocí PEST a SWOT analýzy. Zároveň popisuje její marketingovou komunikaci dohromady se společenskou odpovědností a dodržováním firemní strategie včetně automobilových trendů. Následně analyzuje postavení ŠKODA AUTO a.s. na českém trhu s ohledem na produkci a prodej automobilů v České republice, a také implementuje Porterův model pěti sil. Závěrem rozebírá společnost v rámci trhu Evropské unie na základě registrace automobilů a počtu dodaných vozů zákazníkům v členských zemích. Bakalářská práce slouží k celkovému přehledu činností ŠKODA AUTO a.s., které vedou k udržení společnosti na trhu s automobily.
This bachelor thesis deals with the positon of the ŠKODA AUTO Ltd. company within the European Union and the Czech Republic. The aim is to evaluate the company on the European and the Czech automotive market. The bachelor thesis is divided into two main parts. The first part describes the basic terms connected with competitiveness and analysis of the company, it also defines the automotive industry in The European Union and contemporary automotive trends. The second part deals with the company ŠKODA AUTO Ltd. and analyzes it through PEST and SWOT analyses. It also describes its marketing communication with corporate social responsibility, and compliance with the strategy of the company, and automotive trends. Thereafter, it describes the position of the ŠKODA AUTO Ltd. on the Czech market. Depending on the production and registration of cars in the Czech Republic, it also implements Porter´s model of five forces as well. Finally it analyses the company within the market of the European Union based on the registration of cars, and delivering the cars to the customers in the member states. The bachelor thesis serves as a general view of the activities in ŠKODA AUTO Ltd. leading to keep the company in the automotive market.
This bachelor thesis deals with the positon of the ŠKODA AUTO Ltd. company within the European Union and the Czech Republic. The aim is to evaluate the company on the European and the Czech automotive market. The bachelor thesis is divided into two main parts. The first part describes the basic terms connected with competitiveness and analysis of the company, it also defines the automotive industry in The European Union and contemporary automotive trends. The second part deals with the company ŠKODA AUTO Ltd. and analyzes it through PEST and SWOT analyses. It also describes its marketing communication with corporate social responsibility, and compliance with the strategy of the company, and automotive trends. Thereafter, it describes the position of the ŠKODA AUTO Ltd. on the Czech market. Depending on the production and registration of cars in the Czech Republic, it also implements Porter´s model of five forces as well. Finally it analyses the company within the market of the European Union based on the registration of cars, and delivering the cars to the customers in the member states. The bachelor thesis serves as a general view of the activities in ŠKODA AUTO Ltd. leading to keep the company in the automotive market.