Pozice a vnímání značky Škoda na trhu osobních automobilů v ČR

The master's thesis focuses on the position and perception of the brand Škoda on the passenger car market in the Czech Republic. The main goal is to characterize the development of the passenger car market in the Czech Republic, to define the position of the brand Škoda including its competition and to find differences between the opinions of consumers and the situation, how the brand is presented by Škoda Auto. One part of the thesis is my own marketing research that has been done as an online questionnaire survey among consumers between 18 -- 65 years old. The evaluation of the marketing research is done on the level of 1st and 2nd degree analysis with the attention on differences among particular groups of respondents and also between the owners of vehicles Škoda and the owners of vehicles of other brands. All identified information is summarized as at the end of the thesis, that also contains a few marketing recommendations.