A SWOT Analysis of Škoda Auto’s Business Diplomacy in the Context of Electromobility

This bachelor thesis focuses on the analysis of Škoda Auto's business diplomacy in the field of electromobility and assesses its impact on the company's competitiveness within the automotive industry. The aim of the thesis is to explore how business diplomacy influences Škoda Auto’s ability to respond to rapidly changing global markets and regulatory demands associated with the transition to electromobility. The use of the SWOT analytical tool allows for the identification of strengths, weaknesses, opportunities, and threats affecting the company’s position in the electric vehicle market. The thesis examines how Škoda Auto establishes and maintains strategic partnerships with technological, energy, and governmental entities, which are crucial for its adaptation to new technological challenges and legislative changes. An important aspect of business diplomacy is the company’s ability to negotiate conditions for the production and distribution of electric vehicles, influence political decisions, and shape regulatory frameworks that support sustainability and the decarbonization of transportation. The theoretical part of the thesis analyses business diplomacy through expert literature and the methodological framework of SWOT analysis, which is applied to the specific case of Škoda Auto. The thesis also reflects current global and European trends in electromobility, including government initiatives supporting the shift to greener transportation methods. The conclusion summarises the main findings and suggests possibilities for further research in the field of business diplomacy in highly regulated and technologically dynamic sectors.