Analýza vývoje aktivit společnosti Škoda Auto na trhu Velké Británie

The topic of this diploma thesis is the analysis of activities of the Czech biggest automotive producer, Skoda Auto company, on the UK market. The thesis maps historical development of the Skoda Auto's activities in that country, goes into the company's chosen growth strategy and provides an analysis of weaknesses and suggestions for possible improvements, which could lead to strengthening of Skoda Auto's position on that market. The first chapter is dedicated to the presentation of Skoda Auto company, outlining the historical development of that car maker and describing of importance, which has that company and also the whole automotive industry for the Czech Republic. The chapter also analyses the sales situation on other markets and the company's global growth strategy. The second chapter focuses on the British market. At first it researches the economic background of the country and then the automotive market. Historical development, current situation and the competition of Skoda Auto are analysed afterwards. The third chapter analyses more deeply Skoda Auto's activities on the UK market. It deals with the historical development of the company's operation in that country, analyses in detail the current growth strategy, which is implemented from 2011 to 2015. The chapter analyses the four main pillars of the strategy, sales, marketing, dealer network and aftersales, and the fulfilment of the objectives, which were set for the previous year. After that it provides the proposals for the possible improvement and steps that the company could take to consolidate its position on that market.