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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Marketing Strategy for Market Entry of ŠKODA to Vietnamese Market
 Nguyen Viet, Thang ; Král, Petr (advisor) ; Jurek, Martin (referee)
Today, in the context of globalization, many different international companies in the global automotive industry prefer going international to enlarge their appearance as well as search for new business chances to earn more profit margins. Among them, Škoda Auto Group, the largest Czech car maker. At present, China and India are two of the most important automotive markets of Škoda Auto Group based on the market size and customers' base. Apart from China and India in the Asian region, Vietnam is also seen to be a very high potential market for every car maker in the South East Asian region because of the stable development of Vietnam's economy as well as high local customers' requirements. The goal of the thesis is to develop a marketing strategy for the market entry of Škoda Auto Group into the Vietnamese market.
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