Essay on Skoda Case Study

Submitted By jjorda1
Words: 747
Pages: 3
Open Document
Skoda UK Market Analysis
Background
History * Skoda Auto is the third oldest car manufacturer (among others: Mercedes-Benz, Peugeot…) * The First Skoda car appeared in 1926. It’s an elegant and luxury car * The Skoda 860 in 1929 – the audience are presidents, archdukes and aristocrats * The Skoda Superb of 1930s was a sleek, powerful car * In the second Word War – Skoda produced military vehicles * After the war Skoda ran out of money to develop new models, began churning out cheap, humble cars for the masses and exported a few to Western Europe.
Acquisition by Volkswagen * VW guaranteed to preserve the independence and self-reliance of the factory, preserve the Skoda brand, this proved to be the deciding factors in accepting the proposal in 1989. * Sales after the acquisition in April 1991: 120,000 were sold in the former Czechoslovakia, 50,000 were exported to 30 countries (10,000 to central Europe, 20,000 to Western Europe, 20,000 to various other countries) * VW increased its investment in Skoda to 60% in 1994, to 70% in 1997, and by 100% in the year 2000. Skoda became based on VW designs and model platform to ensure quality standards.

Target Customer * Mid-class, who are interested in vehicle technical and engineering * Staying in west Europe and expanding UK market share * Enter the Asian market (China and India) with special attention to local perception, expectations and equirements.
Price
* Don’t change prices * Want to remain affordable and attainable for consumers * Matching consumers pricing points (special attention for new Asian market)
Promotion
Slogan: New Skoda, New Experience / Free Running
TV advertisement * Advertisement will focus on the YOUNG, SMART, pro-SPORTS, ECONOMICAL, PRACTICAL, STYLISH * Based on our product’s quality and price features * AD will play in Sports and fashion channels * Try to reach our target customers efficiently * Invite sports stars as the image spokesperson, he must be young and energetic new star. Use TV and Movie celebrities to play in our adds and use the car as a stylish and convenient vehicle. * The spokesperson should meet our new brand image
Magazine/Website advertising * Put advertising in the famous sports car magazines * Way to attract eyeball, very wide coverage. * The readers of sports car magazines should be our prospective customers based on our positioning. * List specific data to demonstrate our premium quality compare to our price * Premium quality is always the point we want to emphasis * Using the dynamic advertising on the popular car website * Also good way to attract eyeball
Out door advertisement * Skoda advertising in big international airports and highways * Airports and highways are full of our prospective customers, therefore a good place for us to advertise our cars. * Just very simple picture of our car, our spokesperson and our slogan. Increase Human Touch Points (Extremely important one) * Continue sponsorships to sports game and films
Show More

Related Documents: Essay on Skoda Case Study

Skoda case study Essay

Skoda Individual Assignment Executive Summary Skoda was established in Czechoslovakia in the year 1925. Overcoming the years of economic depression, war and political change Skoda is known today as one of the leading automobile manufacturers. Skoda is the largest car manufacturer in Europe selling approximately 5 million cars every year with a 12% world car market share. Key weakness that Skoda was able to identify Before 1999 Skoda was seen as low-budget…

Words 1265 - Pages 6

ACNB assignment 1 Essay

For example, Jane ordered a car which was assembled by WAC. A valid contract had been created and signed by Jane and Thomas – supervisor of WAC in Vietnam on January 4th, 2013 after Jane agreed the price of W.O Co for the car as her custom. (Study case, 2014) 1.1.2. Consideration In every single agreement, there must be consideration in order for the agreement to be legally binding; it is a critical part of contract formation. Consideration constitutes the benefit that you receive from making…

Words 5018 - Pages 21

Essay on Strategy: Strategic Management and Fund Flow Analysis

goals that will change in a constantly moving market place. Targets will be issued to departments or divisions in various forms such as budgets, direct and indirect costs and profits. This system requires constant review and adaptation. Case study Skoda 1990 Skoda was looking for a strong foreign partner to increase their market strength. They applied the SWOT analysis and using data gathered through internal and external market research they assessed their own market position. They passed this info…

Words 1139 - Pages 5

Case Study Of Innovation In The Car Industry

trends in the global car industry and their impact upon the European market. 2. Undertake literature research into engineering and business innovation management. 3. Identify case studies in car innovation management. 4. Compare theoretical models of innovation management with company case studies. 5. Make recommendations regarding the effective management of innovation in the car industry. 1.3 Project Structure To achieve the aim extensive research has to be undertaken…

Words 13571 - Pages 55

The Multiplier Essay

13% By far the biggest issue facing those in the car market is the current performance of the UK economy, and in particular its failure to fully recover from recession. 9% 6% 2% Although there was evidence in 2010 that this was the case, 2011 failed to see any significant improvement in GDP growth with this culminating in a double-dip recession by Q1 2012. 1% 6% 2% Source: SMMT/Mintel Analysis of new car sales illustrates the current importance of smaller and medium-sized…

Words 1943 - Pages 8

BRANDING VW1 2 Essays

target at consumers with different income groups, and thus use brands effectively to isolate markets and identify different qualities. The Group today comprises twelve brands from seven European countries: Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen Commercial Vehicles, Scania and MAN. BRAND POSITIONING What is Brand Positioning? - A brand position is a part of the brand identity and value proposition that is to be actively communicated…

Words 2500 - Pages 10

Crime and New Law Essay

tough” response on crime, and its goal was to serve as a deterrent and to reduce violent crime by incarcerating repeat offenders for the rest of their lives. Repeat offenders are thought to be responsible for a majority of crimes. The most thorough study of recidivism, done in 1986 by the National Research Council, produced the estimate that active violent offenders” probably commit two to four violent crimes a year, while “active nonviolent offenders” were responsible for five to 10 property crimes…

Words 6463 - Pages 26

Globalisation: Value Chain and Automotive Industry Essay examples

globalvaluechains.org). Tim served as Executive Director of the IPC’s Globalization Study, and Globalization Research Director for the International Motor Vehicle Program at the Center for Technology, Policy and Industrial Development. His papers have appeared in international peer-reviewed journals including Industrial and Corporate Change, Review of International Political Economy, Journal of East Asian Studies, and Journal of Economic Geography, and as chapters in edited volumes, the most recent…

Words 7130 - Pages 29