Restrukturalizace cen vozů a prodejních podpor ve společnosti ŠKODA AUTO a.s

Thesis focuses on restructuring of sale supports and pricing methods at ŠKODA AUTO a.s., with the aim of optimising the level of ROS indicator. Theoretical part defines individual financial analysis indicators, their classification, and other terms of financial analysis. The term of sale promotions and its purposes, methods, and process of pricing and selected methods of competitive analysis are defined. In practical part, anonymised data exported from observed company are used to shape restructuring with the usage of methods of not only financial and competitive analysis on four global markets in a way, that puts results in a broadest context possible. With the following projection of financial statements, it came to light, that restructuring is only effective on specific markets and specific conditions. Nevertheless, can be applied at multiple points in the organisation, which enhances its potential.