How do you double the value of a Skoda?
*Fill the gas tank
What do you call a Skoda convertible?
What do you call a Skoda with twin exhaust pipes?
Why does a Skoda have a double rear window
*To keep your hands warm, while you push it
A guy goes into his local garage and asks "Do you
have a windshield wiper for my Skoda???”
*"Sounds like a fair swap" replied the man in the
• A Brief Story Of Skoda
• Existing Mission and Vision
• External Analysis
• Strategic Selection
• Strength /Weakness
1895 Vaclav Laurin and Vaclav Klemnet form bicycle
1891 laurin and Kelemnt start making motorcycles
1905 The first car, called the “Voiturette A”, leaves the
factory gates and thanks to its quality and attractive
appearance soon gains a stable position in the emerging
international automobile markets.
1907 Laurin & Klement set up a joint-stock company
that goes on to export cars to markets the world over.
1989 Czech republic formed
1991 April 16 marks the beginning of a new chapter in
the Company’s history, when it is acquired by the
strategic partner Volkswagen. Škoda becomes the
Volkswagen Group’s fourth brand.
1996 Production commences of another milestone car
model for the Company – the Škoda Octavia.
Skoda Mission Statement
Three basic values of the Skoda brand
Intelligence We continuously seek technical solutions and new
ways in which to care for and approach the customers that are the
most important for us. Our conduct towards the customers is
aboveboard, and we respect their desires and needs
Attractivesness We develop automobiles that are aesthetically and
technically of high standard and always constitute and attractive
offer for our customers not only in terms of design or technical
parameters but also the wide range of offered services
Dedication We are following the steps of the founders of our
company; Messrs. Laurin and Klement. We are enthusiastically
working on the further development of our vehicles; we identify
ourselves with out product
• 100-year history as a vehicle manufacturer.
• Capital infusions from Volkswagen.
• Strength of Volkswagen’s reputation.
• Highly-skilled work force available in the Czech
• Relatively low wages in Czech Republic.
• Largest employer in the Czech Republic.
• Synergy with other Volkswagen products.
• Location in a country that must deal with
• Perception from the past that Skoda produces
a low-quality product.
• Growing unrest of Skoda’s employees in
seeking higher wages which decrease profit
• Next 3 years
▫ Move Manufacturing to low-cost labor countries with
high demand for value priced automobiles (China and
• Next 5 to 7 years
▫ Develop an alterative fuel car for global marketplace
▫ Leverage Volkswagen Auto Groups brand to create a
global market for Skoda Cars
• Year one
▫ Get plants up and running in China and India
• Year two
▫ Increase Production& Sales
~ 100,000 units in China, 25% export
~ 30,000 units in India, 0% export
• Year three
▫ Increase Production& Sales
> 150,000 units in China, 35% export
~ 45,000 units in India, 10% export
• In today's modern motor industry, a car’s brand is vitally
important. It is more than just a marque - it represents product
features, image, customer service and servicing. Today’s
customers want authentic, individual products with integrity.
Skoda has seized a unique opportunity - emphasising its values
and creating a strong identity which has become the brand story
of the decade.