Hodnocení investičních aktivit firmy Škoda Auto na strategicky významných zahraničních trzích

The aim of my thesis is to show reasons, ways and results of initiation Škoda Auto's strategicly important investments. Škoda Auto operates in the eastern-europe and asian markets through several options: licence, full production and assembly lines. It also produces or assembles cars either in its own or Volkswagen's or partner's factories. The reasons for this variability are various, the main ones are to reach as low costs as possible and to gain as large market share as possible. Mostly in the eastern-asian market, Škoda Auto owner, Volkswagen concern, relies on the advantage of positive associations with the Škoda Auto brand and the Czech Republic itself, these associations were created during the second half of the 20th century.