Communication of ŠKODA AUTO Heritage on Chinese market

Mgr. Andrea Frydlová

absolventská práce studenta CŽV

Abstract:

This work emphasises how ŠKODA AUTO builds its positioning on the key automotive market leveraging its tradition and rich historical heritage as one of the communication pillars. With its 125 years long history that ranks the company among the oldest carmakers worldwide, ŠKODA AUTO aims to exploit this potential in order to shape the brand identity and its perception. This thesis maps long-term connection of ŠKODA AUTO to China, since the first business connections established already in 30´s of the last century until presence when the Chinese market represents the biggest, thus extremely competitive, automotive market worldwide.Thesis analyses presentation of ŠKODA ´s brand tradition and heritage in China standing on 3 main pillars: introduction of the brand on local classic events, invitation of the Chinese journalists and influencers on traditional and well reputed European classic events and media trips to Mladá Boleslav, where ŠKODA headquarter is located in historical heart of the brand, as well as ŠKODA Museum, whose mission is to protect and present the history of the brand.Last part of this work focuses on defining the opportunities that have potential to extend communication of ŠKODA heritage and therefore boost competitive advantage of the brand on Chinese market.

Abstract:

This work emphasises how ŠKODA AUTO builds its positioning on the key automotive market leveraging its tradition and rich historical heritage as one of the communication pillars. With its 125 years long history that ranks the company among the oldest carmakers worldwide, ŠKODA AUTO aims to exploit this potential in order to shape the brand identity and its perception. This thesis maps long-term connection of ŠKODA AUTO to China, since the first business connections established already in 30´s of the last century until presence when the Chinese market represents the biggest, thus extremely competitive, automotive market worldwide.Thesis analyses presentation of ŠKODA ´s brand tradition and heritage in China standing on 3 main pillars: introduction of the brand on local classic events, invitation of the Chinese journalists and influencers on traditional and well reputed European classic events and media trips to Mladá Boleslav, where ŠKODA headquarter is located in historical heart of the brand, as well as ŠKODA Museum, whose mission is to protect and present the history of the brand.Last part of this work focuses on defining the opportunities that have potential to extend communication of ŠKODA heritage and therefore boost competitive advantage of the brand on Chinese market.

Keywords

ŠKODA AUTO, Heritage, China, automotive

Keywords

ŠKODA AUTO, Heritage, China, automotive

Language used: English

Date on which the thesis was submitted / produced: 14. 3. 2020

Thesis defence

• Supervisor: doc. Ing. Jana Přikrylová, Ph.D.

ŠKODA AUTO a.s.

ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.

celoživotní / field:
Master of Business Administration / Global Management in Automotive Industry