Russian Automotive Market: Marketing Strategy for SKODA ... marketingovou strategii protikrizovأ©ho

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  • Russian Automotive Market: Marketing

    Strategy for SKODA auto a.s. in 2016-

    2017

    Bc. Artur Kornienko

    Master Thesis

    2016

  • ABSTRAKT

    Jasná a uplatnitelná marketingová strategie je jedním z klíčů k úspěchu v jakémkoli oboru

    podnikání. Marketingový plán však nabývá na mnohem větší důležitosti, když se ekonomika

    státu či podniku (state or company) dostane do fáze recese. Rusko je jedním z klíčových trhů

    pro většinu předních světových výrobců aut. Škoda auto se také řadí mezi tyto světové

    výrobce. Ruská ekonomika prošla v roce 2015 rapidním úpadkem, a to kvůli poklesu cen

    ropy. Pokles zaznamenali i výrobci aut, protože došlo k poklesu na straně poptávky. Cílem

    této práce je analyzovat současnou situaci ruského automobilového trhu a vytvořit tak

    marketingovou strategii protikrizového opatření pro společnost ŠKODA auto na rok

    2016/2017.

    Klíčová slova: mezinárodní marketing, automobilový průmysl, marketingová strategie

    ABSTRACT

    Clear and exercisable marketing strategy is one of keys to the success in any business field.

    Moreover, the importance of marketing strategy arises when economy enters recession stage.

    Russia is one of the most important markets for most of the world's leading car

    manufacturers. SKODA auto is among them as well. Russian economy experienced rapid

    decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall

    too. The aim of this work is to analyze current state of the Russian automotive market and

    develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.

    Keywords: international marketing, auto industry, marketing strategy

  • ACKNOWLEDGEMENTS

    First and foremost, I would like to thank my mother Kornienko Vera and my father Vladimir

    Kornienko for making this master diploma happen and for all the 2 years that they have been

    supporting me.

    Secondly, I want to personally thank my teacher and scientific supervisor Mr. Jiří Vaněk for

    all of his help and insights during the course of the degree.

    Thirdly, I want to send warm thank you to Pavlína Bujoková for believing in me and

    providing with words of wisdom.

  • TABLE OF CONTENTS

    ABSTRAKT ......................................................................................................................... 5

    ACKNOWLEDGEMENTS ................................................................................................ 6

    TABLE OF CONTENTS .................................................................................................... 7

    INTRODUCTION ............................................................................................................. 10

    I. THEORY ......................................................................................................................... 12

    1. REASONS FOR FOREIGN MARKET EXPANSION .............................................. 13

    2. MODES OF FOREIGN MARKET ENTRY ............................................................... 13

    2.1 EXPORTING ............................................................................................................. 14

    2.2 LICENSING ............................................................................................................... 16

    2.3 FRANCHISING ......................................................................................................... 16

    2.4 JOINT VENTURE ..................................................................................................... 17

    2.5 DIRECT INVESTMENT ........................................................................................... 17

    2.1 RULES FOR FOREIGN MARKET ENTRY ........................................................... 18

    2.1.1 EXTERNAL FACTORS AFFECTING MARKET ENTRY ................................. 19

    2.1.2 INTERNAL FACTORS AFFECTING MARKET ENTRY ................................... 20

    3. ADJUSTING INTERNATIONAL MARKETING STRATEGY .............................. 21

    3.1 PRICING STRATEGY .............................................................................................. 21

    3.2 PRICING TYPES ....................................................................................................... 23

    3.3 PRODUCT STRATEGY ........................................................................................... 24

    3.4 SALES CHANNELS AND LOGISTICS STRATEGY ............................................ 26

    3.5 INTEGRATED MARKETING COMMUNICATION STRATEGY ........................ 29

    4. COMPETITIVE MARKET POSITION ..................................................................... 32

    4.1 STRATEGIC ALTERNATIVES IN GLOBAL INDUSTRIES ................................ 33

    4.2 LEADER .................................................................................................................... 34

    4.3 CHALLENGER ......................................................................................................... 34

    4.4 NICHER ..................................................................................................................... 35

    4.5 FOLLOWER .............................................................................................................. 35

    5. MARKETING DURING RECESSION ....................................................................... 37

    5.1 CUSTOMER BEHAVIOR ........................................................................................ 37

    5.2 MARKETING TACTICS .......................................................................................... 38

    SUMMARY ........................................................................................................................ 39

    II. ANALYTICS ................................................................................................................. 40

    6. RUSSIA’s MACROECONOMIC ENVIRONMENT ................................................. 41

  • 7. PESTEL ANALYSIS ..................................................................................................... 42

    7.1 POLITICAL ENVIRONMENT ................................................................................. 43

    7.2 ECONOMIC ENVIRONMENT ................................................................................ 44

    7.3 SOCIAL ENVIRONMENT ....................................................................................... 46

    7.4 TECHNOLOGICAL ENVIRONMENT .................................................................... 47

    7.5 LEGAL ENVIRONMENT ........................................................................................ 48

    7.6 ECOLOGICAL ENVIRONMENT ............................................................................ 49

    8. RUSSIAN AUTOMOTIVE MARKET ........................................................................ 51

    9. SKODA’S PRODUCT PORTFOLIO ANALYSIS ..................................................... 55

    9.1 MARKETING MIX ANALYSIS .............................................................................. 57

    9.2 SWOT ANALYSIS .................................................................................................... 58

    9.3 SKODA’s STP ........................................................................................................... 58

    9.1 BENCHMARKING ..................................................................................................... 63

    9.1.2 BENCHMARKING BY MODEL .......................................................................... 64

    10. INTERNAL FACTORS MATRIX ............................................................................. 66

    11. EXTERNAL FACTORS MATRIX ........................................................................... 69

    12. SPACE MATRIX ......................................................................................................... 71

    13. GE MATRIX ................................................................................................................ 72

    14. ANSOFF MATRIX ...................................................................................................... 74

    15. SKOKDA’S MAIN COMPETITORS IN RUSSIA .................................................. 76

    16. KIA ................................................................................................................................ 76

    16.1 KIA’s PRODUCT PORTFOLIO ANALYSIS: ....................................................... 77

    16.2 MARKETING MIX ANALYSIS ............................................................................ 79

    16.3 SWOT ANALSYS ................................................................................................... 80

    17. HYUNDAI .................................................................................................................... 81

    17.1 HYUNDAI’s PRODUCT PORTFOLIO ANALYSIS. ............................................ 82

    17.2 MARKETING MIX ANALYSIS ............................................................................ 8