Analýza tržní situace Škoda Auto v podmínkách hospodářské krize

The main goal of this thesis is to analyse market situation of Skoda Auto in the Czech republic during economic crisis, which began in autumn 2008. This thesis focuses on analysing situation in individual segments, where Skoda offers its products. Namely small cars segment, small MPVs, small SUVs, lower middle class and middle class. This thesis also features an analysis of used car market in the Czech republic, a research with experts, a SWOT analysis and a future forecast. The main source of data is a czech association of car importers and association of automotive industry. Conclusions are as follows : considerable fall of small cars and small MPVs segments, increase in sales in lower middle and middle class, loss of market share of Skoda in small cars and small MPVs segments, gain of market share in lower middle and middle class segments. One of the reasons is a higher ratio of private buyers in small cars and small MPVs segments. Private buyers are apparently more sensitive to economic crisis than firms. Situation in the rest of 2010 and in 2011 should be similar.