Prodejní strategie vybrané firmy na tuzemském trhu

The bachelor thesis is about the change in the sales strategy of the Volkswagen Group. Above all, it is a change of focus of the Škoda Auto carmaker, which belongs to the concern. Last year, Volkswagen announced the planning change and transition to another segment of the Škoda Auto market due to excessive similarity and a homogeneous offer with Volkswagen. The aim of the work is to find out whether this intention is justified, and car manufacturers represent mutual competition and are very similar. In the first chapter, the Volkswagen Group is theoretically characterized together with its structure of subsidiaries, ownership structure and vision and goals of the company. It is also part of the theoretical definition of the 4P marketing mix, which is then used in the practical part of the work. The second chapter compares two models from both carmakers, the Passat with the Superb and the Tiguan Allspace with the Kodiaq. The marketing mix is applied to these models and sales data on the European market are further analysed, as this issue relates to this market. In the third chapter, an in-depth interview is conducted with an expert on the topic. The aim of this interview was to verify the data obtained in the second chapter.