Strategic analysis of AUDI cars sales in the Czech Republic
| Thesis title: | Strategická analýza prodeje vozů značky AUDI v ČR |
|---|---|
| Author: | Just, Patrik |
| Thesis type: | Diplomová práce |
| Supervisor: | Dvořáček, Jiří |
| Opponents: | Dvořáková, Michaela |
| Thesis language: | Česky |
| Abstract: | Strategická analýza prodejů vozů AUDI v ČR seznamuje s používanými strategiemi, metodami a analýzami např. PESTLE, Porterova analýza pěti sil či BCG matice. V praktické části se nachází značka AUDI a její vývoj v České republice za roky 2007, 2012, 2017 a 2022. Popisuje nabízené portfolio produktů, analýzu prodeje v automobilovém TOP3 segmentu, prodejní strategie AUDI v České republice či analýzu konkurence. Analýzy byly provedeny s dostupnými daty s ohledem na obchodní tajemství a tak, aby nedošlo k ohrožení konkurenceschopnosti AUDI na trhu v ČR. Závěrem jsou navržena doporučení dle získaných dat a analýz, nutná, podle mého názoru, pro budoucí úspěch a nadvládu na trhu TOP3 Premium segmentu zahrnující značky Mercedes Benz a BMW v České republice. |
| Keywords: | analýza trhu; značka AUDI; strategická analýza; matice BCG; SWOT analýza |
| Thesis title: | Strategic analysis of AUDI cars sales in the Czech Republic |
|---|---|
| Author: | Just, Patrik |
| Thesis type: | Diploma thesis |
| Supervisor: | Dvořáček, Jiří |
| Opponents: | Dvořáková, Michaela |
| Thesis language: | Česky |
| Abstract: | Strategic analysis of Audi cars sales in the Czech Republic introduces the employed strategies, methods, and analyses such as PESTLE, Porter's Five Forces analysis, and the BCG matrix. The practical section provides an overview of Audi and development of Audi in the Czech Republic for the years 2007, 2012, 2017, and 2022. It describes the offered product portfolio, analyzes sales in the automotive TOP3 segment, outlines Audi's sales strategies in the Czech Republic, and includes a competitive analysis. The analyses were conducted using available data without compromising Audi's competitive capabilities in the Czech market. In conclusion, recommendations are proposed based on the obtained data and analyses for future success and dominance in the TOP3 Premium segment market, which includes brands such as Mercedes Benz and BMW, in the Czech Republic. |
| Keywords: | strategic analysis; Audi brand; market analysis; BCG matrix; SWOT analysis |
Information about study
| Study programme: | Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of strategy |
Information on submission and defense
| Date of assignment: | 13. 2. 2023 |
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| Date of submission: | 8. 12. 2023 |
| Date of defense: | 26. 1. 2024 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/83656/podrobnosti |