Skoda Case Study

In: Business and Management

Submitted By sramtekk
Words 1262
Pages 6
Skoda

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Individual Assignment

Executive Summary

Skoda was established in Czechoslovakia in the year 1925. Overcoming the years of economic depression, war and political change Skoda is known today as one of the leading automobile manufacturers. Skoda is the largest car manufacturer in Europe selling approximately 5 million cars every year with a 12% world car market share.

Key weakness that Skoda was able to identify

Before 1999 Skoda was seen as low-budget and low-quality car, but after, under the ownership of Volkswagen AG, Skoda’s image changed. The quality and status of the car changed positively. Hence the brand image was not poor anymore, but was neither strong. For a brand to be successful correct positioning in the market is required. It is important to know what the customers pursue about your brand and your product. To always be in a customer’s mind as a top priority, brand awareness and brand recall are very important things. Once the company does advertisements, endorsements, etc for its brand, the customers in the open market will know about the brand. After the brand is established there has to be constant brand endorsements so that the customer now keeps your brand as his first option. In the market there are many competitors. Threat from the competitors constantly keeps increasing. Especially in the Automobile market there is a lot of competition and customers have a lot of options to choose from in each segment of cars. Hence it is necessary for Skoda to position the new identity of the brand to the customers and make sure that they recall it. Brand awareness of Skoda was present but, Brand revitalization is a top priority to establish the brand in such a way that it is positioned in the customers mind as a great car to own and drive. The competition in the automobile…...

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