marketing mix - page 9
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: 9 of 10 pages: 1 2 3 4 5 6 7 8 9 10
cost, because this information are kept in the silence. Responsible will be management of the company Skoda, with the management of the Volkswagen Group.
8.7. Potentional drawbacks to this market segment
Problem:
The Skoda Company can have problem if the new model will be not accepted by the wide public as a “good value for good money”. That’s spoken about the brand Skoda among people.
Solution:
Price should be set in conditions and terms in which the brand Skoda is widely accepted.
Problem:
The development of the new product will not start because of the disapproval of the top management in the Volkswagen Group.
Solution:
None
Problem:
The low birth rate in Europe. Simply, that there are not so much children in the Europe, and demand for the family cars will decline.
Solution:
The car and advertisement should be targeted on other possibilities of usage of the car (business car, sport, to the country, image making car etc.)
References
Dreher, A., Ritter, A., Mulbacher, H., (1992) Systematic positioning, European Marketing Academy Proceedings, Aarhus, Denmark, pp. 324
Kotler P., Armstrong, G., Saunders J., Wong V. , (2003), Principles of Marketing, Pearson Education Limited, Third edition
Scholl, R., W., Organizational Strategy, Professor of Management, University of Rhode Island, Revised: November 14, 1998
Autobild September 2003, Car magazine– Article about Family cars
Annual report of Skoda Company from the year 2003
William D Perreault, E J McCarthy, S Parkinson, Kate Stewart--Basic Marketing- Eurpean Edition(2000)
Harper W.Boyd, Orville C. Walker, John W. Mullins, Jean-Claude Larreche--- Marketing Management A strategic decision 4th edition (2002)
Internet:
tutor2u.net/business/marketing/casestudy_skoda.asp – marketing case study about Skoda
Official internet pages of the Company Skoda:
http://www.quickmba.com/marketing/product/lifecycle/
www.skoda-auto.cz, www.skoda-auto.com, www.skoda.co.uk
www.volkswagen.de – Official page of Volkswagen Company
Appendix 1.
Fabia – Inspiration for the life
Octavia – quality family car
Octavia II. (new version) – dynamic, strong and original in the detail
Superb – most spacious and most luxurious model
Skoda Roomster – The Family Car – Study introduced in Frankfurt
Sources: www.skoda-auto.cz
Appendix 2
Key data and financial results according to the IFRS* (Interntional Financial Reporting Standards)
SKODA
2005 2006 2007
VOLUME DATA
Deliveries to Skoda customers vehicles 492,111 549667 630,032
Sales total vehicles 493119 555,202 623,085
production total vehicle 494,637 556,433 623,529
Number of employees persons 26014 26738 27753
of which temporary person 3460 3704 4194
PROFIT AND LOSS ACCOUNT
Sales CZK millions 177822 189816 211026
Gross profit CZK millions 18635 22107 30161
% of sales 10.5 11.6 14.3
opening profit CZK millions 10004 13776 19021
% of sales 5.6 7.3 9.0
Pretax profit CZK millions 9440 13560 19446
Pretax profit-to-sales % of sales 5.3 7.1 9.2
Profit after taxation CZK millions 7363 10882 15892
profit after taxation-to-sales % of sales 4.1 5.7 7.5
BALANCE SHEET/FINANCING
Fixed assets CZK millions 55023 53936 56903
Current assets CZK millions 11200 23950 25554
of which:lendings CZK millions 11200 23950 25554
Equity CZK millions 46483 58007 66532
Non-current liabilities CZK millions 11685 9457 10281
of which: lendings CZK millions 5000 2000 2000
Current liabilities CZK millions 25811 29971 28748
of which:nominal value of bonds CZK millions 0 3000 0
Total assets CZK millions 83979 97435 105561
Cash flow from operating activities CZK millions 21421 24203 28146
Cash flow from investing activities CZK millions -11299 -10910 -13913
Cash flow from financing
Last 5 comments…
There have been no comments posted for this article, but you need to register if you want to be the first!