Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.
Anotace v angličtině
Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.
Klíčová slova
international marketing, auto industry, marketing strategy
Klíčová slova v angličtině
international marketing, auto industry, marketing strategy
Rozsah průvodní práce
113
Jazyk
AN
Anotace
Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.
Anotace v angličtině
Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.
Klíčová slova
international marketing, auto industry, marketing strategy
Klíčová slova v angličtině
international marketing, auto industry, marketing strategy
Zásady pro vypracování
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile theoretical information about marketing strategy, international marketing strategy and anticrisis marketing.
Practical part
Conduct analysis of current Russian automotive sector and marketing environment for SKODA auto.
Prepare marketing plan for the years 2016-2017.
Submit marketing plan to the Cost, Risk and Time analysi.
Conclusion
Zásady pro vypracování
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile theoretical information about marketing strategy, international marketing strategy and anticrisis marketing.
Practical part
Conduct analysis of current Russian automotive sector and marketing environment for SKODA auto.
Prepare marketing plan for the years 2016-2017.
Submit marketing plan to the Cost, Risk and Time analysi.
Conclusion
Seznam doporučené literatury
ARMSTRONG, Gary and Philip KOTLER. Marketing: an introduction. Twelfth edition. Boston: Pearson, 2015, 672 p. ISBN 978-1-292-01678-8.
BRADLEY, Nigel. Marketing research: tools and techniques. 3rd ed. Oxford: Oxford University Press, c2013, 527 p. ISBN 978-0-19-965509-0.
BUCKLEY, Peter J. and Pervez N. GHAURI. International business strategy: theory and practice. Abingdon: Routledge, 2015, 664 p. ISBN 978-0-415-62469-5.
MACHKOVÁ, Hana, Petr KRÁL and Markéta LHOTÁKOVÁ. International marketing: theory, practices and new trends. Praha: Oeconomica, 2010, 191 p. ISBN 978-80-245-1643-1.
PERCY, Larry. Strategic integrated marketing communications. 2nd ed. Abingdon: Routledge, 2014, 320 p. ISBN 978-0-415-82208-4.
Seznam doporučené literatury
ARMSTRONG, Gary and Philip KOTLER. Marketing: an introduction. Twelfth edition. Boston: Pearson, 2015, 672 p. ISBN 978-1-292-01678-8.
BRADLEY, Nigel. Marketing research: tools and techniques. 3rd ed. Oxford: Oxford University Press, c2013, 527 p. ISBN 978-0-19-965509-0.
BUCKLEY, Peter J. and Pervez N. GHAURI. International business strategy: theory and practice. Abingdon: Routledge, 2015, 664 p. ISBN 978-0-415-62469-5.
MACHKOVÁ, Hana, Petr KRÁL and Markéta LHOTÁKOVÁ. International marketing: theory, practices and new trends. Praha: Oeconomica, 2010, 191 p. ISBN 978-80-245-1643-1.
PERCY, Larry. Strategic integrated marketing communications. 2nd ed. Abingdon: Routledge, 2014, 320 p. ISBN 978-0-415-82208-4.
Přílohy volně vložené
CD
Přílohy vázané v práci
grafy, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
VEDOUCÍ: Dr. Vaněk 23 b
What is main benefit of your thesis for Skoda? ANSWERED COMPLETELY
Who is the main competitor of Skoda on Russian market now? ANSWERED COMPLETELY
OPONENT: Dr. Vydrová 24 b
Is your project implemented in the company? ANSWERED COMPLETELY
Can you identify another risks which can influence your project? ANSWERED COMPLETELY
Assoc. Prof. Gregar: Is the budget acceptable for the management? ANSWERED COMPLETELY