Global Marketing and Local Culture: The Case of Škoda in Turkey

Aybüke Uzsoylu

Master's thesis

Anotácia:

Global brands and their local market strategies vary. Culture is one of the main reasons for global brands to differentiate their global marketing strategies with respect to local market. In this research, ŠKODA is taken as a global brand, Turkish culture as a local culture. The thesis focuses on culture in ŠKODA Turkey`s marketing strategy and how it affect the emotional distance of ŠKODA drivers to the brand. As a research method opinion poll is used and the results demonstrated that current marketing strategy is working but if the cultural motives are used the ŠKODA drivers would feel more close to the brand.

Abstract:

Global brands and their local market strategies vary. Culture is one of the main reasons for global brands to differentiate their global marketing strategies with respect to local market. In this research, ŠKODA is taken as a global brand, Turkish culture as a local culture. The thesis focuses on culture in ŠKODA Turkey`s marketing strategy and how it affect the emotional distance of ŠKODA drivers to the brand. As a research method opinion poll is used and the results demonstrated that current marketing strategy is working but if the cultural motives are used the ŠKODA drivers would feel more close to the brand.

Keywords

Global marketing, local culture, ŠKODA

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 26. 9. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 14. 6. 2019
• Vedúci: Mgr. Jitka Cirklová, M.A.
• Oponent: doc. Giuseppe Maiello, Ph.D.

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication