marketing mix - page 1
Keywords: new marketing mix of Skoda
By finil on 15/05/2009
Level: Master's degree (MA, MBA, MSc, MEng, MRes, MPhil etc)
Page Number: 1 of 10 pages: 1 2 3 4 5 6 7 8 9 10
TABLE OF CONTENTS
1.Introduction
2.Current position of the company
2.1. Image of the company in relation to customers and competitors
2.2. Products
2.3. Production of the company
2.4. Promotion to customers
3.New segment of the market
3.1. Market share on the market of new cars
3.2. New segment of the market – Family cars
4. Product Life Cycle
4.1. Introduction stage
4.2. Growth Stage
4.3. Maturity Stage
4.4. Decline Stage
5. Product Development
5.1.Generating Ideas
5.2.Screening
5.3.Idea evaluation
5.4.Development
5.5.Commercialization
6. Market Segmentation
6.1.Demographics
6.2.Geographic Descriptors
6.3.Behavioral Descriptors
7. Marketing mix
8. Marketing plan
8.1. Time scale
8.2. Entering the new market with – Skoda Roomster –The Family Car
8.3. Advertisement and Promotion
8.4. Cost of the entering of the new market
8.5. Expected market share
8.6. Action plan
8.7. Potentional drawbacks to the market segment
Reference
Appendix 1
Appendix 2
1. Introduction
The route of the company Skoda Auto started from production of bicycles, motorcycles to cars. Production of cars started in the year 1905. After almost 100 hundred years, in 1991 became Skoda one of the brands of the Volkswagen Group. At that time was initiated an era of Skoda’s transformation into the sovereign, dynamic and flourishing company with own manufacturing program. The headquarters of the company is in the town Mlada Boleslav in the Czech Republic.
2. Current position of the company
2.1. Image of the company in relation to customers and competitors
The company logo has been changed in the year 1993 (see the title page). The symbol of winged arrow was modified and changed to green colour. Green became a company colour, which adds to company a bigger amount of peculiarity, because competitors in the industry do not use this colour. Apart from freshness green colour symbolizes concentrated attention to new challenges, like a protection of the nature environment, recyclable materials, and ecological production.
The company decided after 40 years of dragging behind the developing car companies persuade customers with unified shape of the front mask of every model (see pictures in Appendix 1.). Unified shape is instrument which targeted to show to potential customers creditability and stability of the brand Skoda in the world market in new conditions after company’s difficult history. Against competitors Skoda defines itself, like a reliable company offering good value, for good money.
2.2. Products
Manufacturing program of the Skoda Car Company consist of three or four model series (Fabia, Octavia, Octavia II., Superb) at the present time. The fourth model is now starting and its aim
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