Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.
Annotation in English
Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.
Keywords
international marketing, auto industry, marketing strategy
Keywords in English
international marketing, auto industry, marketing strategy
Length of the covering note
113
Language
AN
Annotation
Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.
Annotation in English
Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.
Keywords
international marketing, auto industry, marketing strategy
Keywords in English
international marketing, auto industry, marketing strategy
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile theoretical information about marketing strategy, international marketing strategy and anticrisis marketing.
Practical part
Conduct analysis of current Russian automotive sector and marketing environment for SKODA auto.
Prepare marketing plan for the years 2016-2017.
Submit marketing plan to the Cost, Risk and Time analysi.
Conclusion
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile theoretical information about marketing strategy, international marketing strategy and anticrisis marketing.
Practical part
Conduct analysis of current Russian automotive sector and marketing environment for SKODA auto.
Prepare marketing plan for the years 2016-2017.
Submit marketing plan to the Cost, Risk and Time analysi.
Conclusion
Recommended resources
ARMSTRONG, Gary and Philip KOTLER. Marketing: an introduction. Twelfth edition. Boston: Pearson, 2015, 672 p. ISBN 978-1-292-01678-8.
BRADLEY, Nigel. Marketing research: tools and techniques. 3rd ed. Oxford: Oxford University Press, c2013, 527 p. ISBN 978-0-19-965509-0.
BUCKLEY, Peter J. and Pervez N. GHAURI. International business strategy: theory and practice. Abingdon: Routledge, 2015, 664 p. ISBN 978-0-415-62469-5.
MACHKOVÁ, Hana, Petr KRÁL and Markéta LHOTÁKOVÁ. International marketing: theory, practices and new trends. Praha: Oeconomica, 2010, 191 p. ISBN 978-80-245-1643-1.
PERCY, Larry. Strategic integrated marketing communications. 2nd ed. Abingdon: Routledge, 2014, 320 p. ISBN 978-0-415-82208-4.
Recommended resources
ARMSTRONG, Gary and Philip KOTLER. Marketing: an introduction. Twelfth edition. Boston: Pearson, 2015, 672 p. ISBN 978-1-292-01678-8.
BRADLEY, Nigel. Marketing research: tools and techniques. 3rd ed. Oxford: Oxford University Press, c2013, 527 p. ISBN 978-0-19-965509-0.
BUCKLEY, Peter J. and Pervez N. GHAURI. International business strategy: theory and practice. Abingdon: Routledge, 2015, 664 p. ISBN 978-0-415-62469-5.
MACHKOVÁ, Hana, Petr KRÁL and Markéta LHOTÁKOVÁ. International marketing: theory, practices and new trends. Praha: Oeconomica, 2010, 191 p. ISBN 978-80-245-1643-1.
PERCY, Larry. Strategic integrated marketing communications. 2nd ed. Abingdon: Routledge, 2014, 320 p. ISBN 978-0-415-82208-4.
