Marketing společnosti Škoda Auto na asijských trzích

This diploma thesis primarily deals with current position of the biggest Czech automaker Skoda Auto in the Chinese and Indian markets. Document involves the analysis of initial entry conditions, as well as general marketing environment of both countries. Skoda Auto company, member of the German concern Volkswagen, operates in Asia only for a few years and so far it has reached very good results. Extremely promising is the market in China, where significant increase of sales is expected in the next years. Indian demand for cars is relatively smaller and harder to forecast. In both markets Skoda is facing tough competition of local and global automakers, therefore high importance lies in brand positioning. Part of the thesis is also SWOT analysis and identification of all main marketing mix tools.