Analýza konkurence ve výrobě elektromobilů společnosti Škoda Auto, a. s

The main goal of this work is to propose a suitable competitive strategy for ŠKODA AUTO company. An analysis of the competition amongst producers of electric cars can be beneficial for both the stakeholders and the shareholders of the manufacturer. Such an analysis is presented in the theoretical part of the work together with the terminology used. Terms such as competition, competitive enviroment, competitive advantage, interest groups, or strategy are described there and tools for suitable analysis are proposed. The practical part of the work consists of the following sections: description of the industry sector characteristics and its life cycle; creating BCG matrix; application of an appropriate business model; and Porter’s Five Forces model. In addition, four semi-structured interviews with experts on elektromobility – all ŠKODA AUTO employees in the Kvasiny plant – are included in and form an integral part of the work. To conclude, a sustainable strategy of electric cars production is proposed from the information obtained.