This diploma thesis deals with the issue of marketing communication of Škoda Fabia third-generation cars. It is focused on previously unused, yet a very convincing sales argument, that enables a complex quantification of expenditure related to the car ownership. The tool is known as TCO (Total Cost of Ownership) and it has been mostly used by large corporate fleets so far. One of the aims of the thesis is to analyse competitiveness of the Fabia model from the viewpoint of the TCO indicator. This analysis is implemented by means of a specialized tool CarCostExpert by EurotaxGlass´s. A concept of communication strategy based on TCO will be suggested according to its comparison with competitors and interviewing sales network. An estimation of financial potential of the suggested solution as well as analysis of related threats and opportunities are constituent parts of this concept.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:202102 |
| Date | January 2015 |
| Creators | Trnka, Eduard |
| Contributors | Halík, Jaroslav, Filip, Petr |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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