This diploma thesis is focused on development of the international communication strategy for ŠKODA Care products based on results of markets researches and analysis of aftersales products portfolio and its communication by competing brands KIA and Hyundai.

The main goal of this thesis is to analyse market situation of Skoda Auto in the Czech republic during economic crisis, which began in autumn 2008. This thesis focuses on analysing situation in individual segments, where Skoda offers its products. Namely small cars segment, small MPVs, small SUVs, lower middle class and middle class. This thesis also features an analysis of used car market in the Czech republic, a research with experts, a SWOT analysis and a future forecast. The main source of data is a czech association of car importers and association of automotive industry. Conclusions are as follows : considerable fall of small cars and small MPVs segments, increase in sales in lower middle and middle class, loss of market share of Skoda in small cars and small MPVs segments, gain of market share in lower middle and middle class segments. One of the reasons is a higher ratio of private buyers in small cars and small MPVs segments. Private buyers are apparently more sensitive to economic crisis than firms. Situation in the rest of 2010 and in 2011 should be similar.

Práce seznamuje s technologií Digitální továrny, analyzuje produkt Delmia. Popisuje implementaci produktu ve společnosti Škoda auto a.s.. V závěru předkládá přínos pro rozhodování managerů a návrhy na změny systému před zavedením v pobočných závodech společnosti.

My project revolves around an idea of implementing a new propulsion technology as a key design element. Batteries have in many ways been a revolution for how we propulsion cars today. It’s one of the best, if not the best, alternative for future power sources in cars. The downside however, is the fact that it dies out after a given range, and as we have learned, a battery takes time to reload. Range anxiety is an issue and IBM is currently trying to solve just that. They will by 2030 launch a new type of battery that will more than double the energy density of some of the most cutting edge lithium ion batteries of today.   The IBM-solution for a new battery is called “Battery 500” and is an open system technology that uses common air as a reagent which upon recharge releases oxygen back to the environment.  The battery would pull in and use oxygen in a similar way to how an internal combustion engine draws in oxygen.

The internationalization of marketing activities is a well-known and growing phenomenon. The companies that are unable to pursue global opportunities are at high risk since it could eventually lead them to lose their domestic markets. The failure of the company often results from not being able to meet with culturally based needs and wants of local consumers (Melewar et al., 2003). Taiwan represents a specific consumer culture with a strong persistence of traditional Confucian values (Ahuvia & Wong, 1998). Understanding the reasons for the success and the failure of foreign companies on specific markets may represent a great learning opportunity which may bring a competitive advantage for future entrants. The main goal of this study was to find out the reasons for the failure of Skoda - an internationally successful and growing Czech automaker ¡V in Taiwan through the analysis of its marketing strategy. Consumer culture theory and country-of-origin effects are used in this study to explain the consumer¡¦s behavior. The qualitative approach and case study methodology was carried out. Face-to-face interviews with Skoda dealers, focus group with Skoda customers and the observation were the main sources of data. The research suggested the increased importance of the brand prestige and luxurious materials and high-tech electronics for Taiwanese consumers. Internet was found to be the important source of pre-purchase information. There was found a low knowledge of consumers about Czech Republic as a country-of-origin of automotive products. German technology had a positive impact on automotive product¡¦s evaluations. Skoda marketing strategy was described and evaluated based on the marketing mix conception. The inadequate positioning, insufficient promotion and a low emphasis given on brand building, were identified as the general reason for Skoda¡¦s failure.

Diplomová práce srovnává interní a externí audit. V prvních kapitolách jsou obsaženy definice, vývoj a profesní profil. Dále se zmiňuji o etickém kodexu a popisuji postup provádění obou druhů auditu. Praktickou část jsem zaměřila na podniky Škoda Auto, a.s. a Accenture. S rostoucí velikostí podniku, která byla měřena počtem zaměstnanců, obratem a hodnotou užívaného majetku, se zvyšovalo riziko omylů a podvodů. Proto bylo vyžadováno, aby správnost účetnictví byla vedena vedle nezávislého externího posuzování také interními auditory. Většina podnikatelů se během své práce setká s problematikou auditu a to jednak při uspokojování požadavků legislativy a dále při řízení podnikatelského procesu. Společnou vlastností každého auditu je nezávislost. Za nezávislost se v této oblasti považuje buď nezávislá osoba ? auditor a nebo nezávislost na auditované činnosti. Klíčová slova audit, interní audit, externí audit, etický kodex, controlling, outsourcing, zákon Sarbanes-Oxley

The aim of this diploma thesis is to determine the strengths and weaknesses of the Škoda brand and current company marketing strategy in the Chinese market. Leading to description and analysis of what is behind the recent success on the Chinese market and what factors could cause its future further triumph or possible breakdown in China.

Abstract Contemporary organizations must often improve their business situations through drastic innovation; Skoda currently faces the question of how to improve its market position. A merger with Volkswagen during 1991 -- 2000 helped and has improved Skoda's situation significantly. However, this was just the first step towards further achievement. Volkswagen has not given approval for Skoda to create luxury, potentially faster, more innovative cars; furthermore, Skoda is forbidden from entering Northern American countries. Hence, Skoda has to create a new strategy regarding how to expand business through alternative ways. The intent of this thesis is to explore three already existing markets where Skoda does business as well as its business practices in each, including its methods of producing and distributing, and then to analyze a possible alternative solution for business expansion. Thus, this work investigates and analyzes Skoda's situation in: European Union, Russia and India. Thereafter it describes a new potential market of Burma. Several tools and frameworks are used to conduct this process, i.e. SWOT analysis and PEST analysis and 4PS analysis; the author also examines Skoda's modes of entry as well as their marketing practices. Using these same tools also helps to reflect the possibilities for Skoda in a new potential market. A description of these markets helps to draw a parallel for taking appropriate marketing decisions in a new market. The final part of the thesis provides conclusions and suggestions about possible market entry.

The aim of this diploma thesis is to highlight in theoretical and practical level the possibilities and opportunities as well as risks and threats to enter the Chinese market for business or commercial enterprises. Framework of the first part - SWOT analysis of the Chinese market - was designed according to information provided by individual companies actually exporting to the Chinese market. This section is devoted to monetary and fiscal policy and analysis of consumer demand, the tax system in China, protection of intellectual property rights or the issue of corruption, bureaucracy and the Chinese state-owned enterprises. Subsequently there are examples of three companies - Skoda Power and Skoda Transportation and Skoda JS - operating for several years on the Chinese market. Each company chose different way of entering this market and the aim was to analyze these approaches in terms of financial and legislative expediency. The last part of the paper is devoted to vision and analysis of emerging perspective industries and energy.

The history of Czechoslovakia and his position played a key role in developement of weapon industry in the interwar period. Arms industry in Czechoslovakia in interwar period was represented mainly by Skoda Works Company. The 1930s ment for arms industry economic instability, but on the other hadn, it represented new opportunities as well. Weapon industry was strongly influenced by condition of economy of theirs business partnes from Little Entente and by political situation in neighboring countries. Business plans of Skoda Works company were lagrely influenced by czechoslovak gowernment. Gowernment of Czechoslovakia was using its economic policy as a part of its foreing affairs policy to strenghten role of Czechoslovakia as a leader of Little Entente. On the contrary, Skoda Works were using czechoslovak foreing policy for their own economic expansion to foreing markets.