|
|
The position of European brands in the automotive market in the PRC
Vargasová, Nikola ; Zapletal, Petr (advisor) ; Střecha, Michal (referee)
The aim of this thesis is to evaluate the present position of the European brands in the Chinese car market and outline possible future developments and opportunities for growth. The first chapter characterizes the automotive market in the EU and the PRC. The next section describes the development of trade in automotive products between the EU and the PRC. Finally, a SWOT analysis of European automakers in the Chinese market is performed.
|
|
|
Introduction of a new product on the market
Pravdová, Lucie ; Vávra, Oldřich (advisor) ; Koudelka, Jan (referee)
The work deals with the analysis of a marketing campaign to place the new Mercedes A class on the market. The aim of the thesis is to evaluate marketing communication and propose its improvement. This aim is based on the analysis results of marketing communications and marketing research's results. The theoretical part is focused on the theory of marketing communication, and situational analysis. In the introduction of the practical part of my thesis I deal with automotive market and the closer description of cars Mercedes Benz Class A. There is also elaborated situational analysis and analysis of marketing communication. Through survey I try to verify the achievement of the marketing communication and determine what changes causes communication in awareness, knowledge, attitudes and purchase intentions of the target group. Based on the obtained results are formulated conclusion and recommendations.
|
|
|
Srovnání účinnosti reklamních aktivit na automobilovém trhu
Tuček, Radim ; Mikeš, Jiří (advisor)
Práce se zabývá komunikačním výzkumem, konkrétně zkoumá účinnost reklamy jednotlivých automobilových značek a vozů. Soustředí se na třídu malých vozů. Obecně je popsán automobilový trh v ČR, blíže osobní automobily (třída malých vozů) a detailně je srovnávána komunikace 3 vybraných značek a jejich malých vozů. Jde o Škoda (Fabia), Renault (Thalia, Clio) a Kia (Rio). Snaží se poukázat na rozdíly v přístupu ke komunikaci a z nich vyplývající rozdílnou účinnost.
|
|
|
Analysis of market situation of Skoda Auto during economic crisis
Vašek, Martin ; Vávra, Oldřich (advisor) ; Stříteský, Václav (referee)
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.
|
|
|
Direct marketing and car market
Humaj, Matúš ; Bártová, Hilda (advisor) ; Černá, Jitka (referee)
Bachelor's thesis focuses on direct marketing in close links with car market in Czech republic. Theoretical part points to direct marketing like event of marketing communication, it mentions about advantages and disadvantages, functions, tools and about adjustmen. In practical part I try to find the weak site of the market by the help of market's analysis and questionnaire and I propose the concept of direct marketing utilization.
|
|
| |
|
| |
guest ::
