The influence of the Octavia follow-up marketing campaign on the EU5 markets sales

Roman Parkhomenko

Bakalářská práce

Anotace:

The thesis describes a big variety of marketing communications forms as powerful tools in reaching and influencing the sales objectives in the automotive industry. The object of the research is the follow-up marketing campaign on the EU5 markets of ŠKODA AUTO for Octavia model.The main objective of the thesis is to introduce the marketing communications in today’s world and to see the functions and goals of different marketing campaigns. Based on the researched functions of follow-up campaign among the other types, the thesis aims to see the influence of the follow-up campaign on EU5 market sales and to compare marketing strategies used by different markets of EU5. The hypothesis of the thesis was that the Octavia follow-up marketing campaign significantly influenced the sales. The result of the research is contradictive to the hypothesis and points out the inefficiency of the follow-up campaign on some markets. Taking the findings into the consideration, the proposal for the further improvements was made.

Abstract:

The thesis describes a big variety of marketing communications forms as powerful tools in reaching and influencing the sales objectives in the automotive industry. The object of the research is the follow-up marketing campaign on the EU5 markets of ŠKODA AUTO for Octavia model.The main objective of the thesis is to introduce the marketing communications in today’s world and to see the functions and goals of different marketing campaigns. Based on the researched functions of follow-up campaign among the other types, the thesis aims to see the influence of the follow-up campaign on EU5 market sales and to compare marketing strategies used by different markets of EU5. The hypothesis of the thesis was that the Octavia follow-up marketing campaign significantly influenced the sales. The result of the research is contradictive to the hypothesis and points out the inefficiency of the follow-up campaign on some markets. Taking the findings into the consideration, the proposal for the further improvements was made.

Klíčová slova

Marketing communications, Automotive advertising, Marketing campaigns, ŠKODA Octavia

Keywords

Marketing communications, Automotive advertising, Marketing campaigns, ŠKODA Octavia

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 24. 4. 2017

Obhajoba závěrečné práce

• Vedoucí: doc. Ing. Pavel Štrach, Ph.D. Ph.D.

ŠKODA AUTO a.s.

ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.

Bakalářský studijní program / obor:
Ekonomika a management / Podniková ekonomika a management obchodu