Vstup automobilky Hyundai na český trh a její marketingová strategie

Informace o vysokoškolské kvalifikační práci

Název práce:
Vstup automobilky Hyundai na český trh a její marketingová strategie
Autor práce:
Elšík, Michal
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Boučková, Jana
Osoba oponující práci:
Pešek, Ondřej
Jazyk práce:
Czech
Abstrakt:
The main topic of the final thesis is Hyundai Motor Company access to the Czech market and company's marketing strategy within the country. As the Korean company gains respectable share on the passenger car market in the Czech Republic, the thesis describes a process of building its factory in Nosovice, Moravia, standing for the highest direct foreign investment in Czech to date, as well as another operational activities having direct relation to its success. The diploma thesis consists of several thematically oriented blocks. The first parts are focused on marketing principles, terminology and strategies related to companies in general seeking international expansion and activities abroad. Next paragraphs analyse Czech car market and its characteristics. History of Hyundai Company and description of its global marketing activities and tactics are depicted in the next chapters. Following parts illustrate a strategy employed in the Czech Republic, explaining "New Thinking. New Possibilities" vision and a comparison with the local SKODA Auto manufacturer. The work discloses Hyundai's activities leading to the growth on the market, currently positioning company as the second most successful brand in the year 2013. Concept of a "Czech car" maker is included further in the thesis. Final chapters are dedicated to a market research focusing both on brand awareness, insights and interpreting basic overview of the Czech customers and their attitudes regarding automotive industry.
Klíčová slova:
Hyundai; globalization; automotive industry; chaebol; South Korea; advertising; marketing

Informace o studiu

Studijní program a Studijní obor:
Ekonomika a management/Podniková ekonomika a management
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Ing.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of Business Administration
Název katedry:
Department of Marketing
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
21. 11. 2013
Datum podání práce:
21. 5. 2014
Datum obhajoby:
09.06.2014

Soubory ke stažení

Hlavní práce:
45585_xelsm00.pdf [15,69 MB]
Oponentura:
35643_xpeso01.pdf [428,21 kB]
Hodnocení vedoucího:
45585_bouckova.pdf [282,15 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/45585/podrobnosti