Russian Automotive Market: Marketing Strategy for SKODA auto a.s. in 2016-2017

Artur Kornienko

Master's thesis

Abstract:

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.

Abstract:

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.

Keywords

international marketing, auto industry, marketing strategy

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 18. 4. 2016

Zverejniť od: 18. 4. 2016

Obhajoba závěrečné práce

• Vedúci: Ing. Jiří Vaněk, Ph.D.

Tomas Bata University in Zlín

Faculty of Management and Economics

Master programme / odbor:
Economics and Management / Management and Marketing