Title page for etd-0808108-155408


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URN etd-0808108-155408
Author David Matousek
Author's Email Address david-matousek@hotmail.com
Statistics This thesis had been viewed 5582 times. Download 2485 times.
Department Business Management
Year 2007
Semester 2
Degree Master
Type of Document
Language English
Title Marketing of a Foreign Automotive Brand in Taiwan: Case of Skoda
Date of Defense 2008-07-30
Page Count 127
Keyword
  • international marketing
  • consumer culture
  • country-of-origin
  • Taiwan
  • Skoda
  • Abstract The internationalization of marketing activities is a well-known and growing phenomenon.
    The companies that are unable to pursue global opportunities are at high risk since it could
    eventually lead them to lose their domestic markets. The failure of the company often results
    from not being able to meet with culturally based needs and wants of local consumers (Melewar
    et al., 2003). Taiwan represents a specific consumer culture with a strong persistence of
    traditional Confucian values (Ahuvia & Wong, 1998). Understanding the reasons for the success
    and the failure of foreign companies on specific markets may represent a great learning
    opportunity which may bring a competitive advantage for future entrants.
    The main goal of this study was to find out the reasons for the failure of Skoda - an
    internationally successful and growing Czech automaker – in Taiwan through the analysis of its
    marketing strategy. Consumer culture theory and country-of-origin effects are used in this study
    to explain the consumer’s behavior. The qualitative approach and case study methodology was
    carried out. Face-to-face interviews with Skoda dealers, focus group with Skoda customers and
    the observation were the main sources of data. The research suggested the increased importance
    of the brand prestige and luxurious materials and high-tech electronics for Taiwanese consumers.
    Internet was found to be the important source of pre-purchase information. There was found a
    low knowledge of consumers about Czech Republic as a country-of-origin of automotive
    products. German technology had a positive impact on automotive product’s evaluations. Skoda
    marketing strategy was described and evaluated based on the marketing mix conception. The
    inadequate positioning, insufficient promotion and a low emphasis given on brand building, were
    identified as the general reason for Skoda’s failure.
    Advisory Committee
  • Min-Hsin Huang - chair
  • Yu Chi Wu - co-chair
  • Chun-Tuan Chang - advisor
  • Files
  • etd-0808108-155408.pdf
  • indicate access worldwide
    Date of Submission 2008-08-08

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