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Skoda Auto

Skoda Auto

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Published by: 6134 on Mar 28, 2010
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CBEB 3103 STRATEGIC MANAGEMENT

SKODA AUTO
GROUP MEMBER: MUNIRAH BT MAHADI RUSHELA BT BUYONG HAMIZAH BT MOHAMMAD SITI ZULAIHA BT HUSAIN CHIA KIN HOW CEA060106 CEA060167 CEA060224 CEA060243 CEA070031

OUTLINE …….
INTRODUCTION SWOT ANALYSIS - IFE & EFE EXISTING STRATEGIES AND OBJECTIVES FINANCIAL CONDITION COMPETITORS & THEIR STRATEGIES RECOMMENDATION; - OBJECTIVES & STRATEGIES - IMPLEMENTATION & PROBLEMS

INTRODUCTION

BOD

Reinhard Jung Chairman of the Board of Directors

HISTORY…
qIn 1895 Skoda Automobile Company was founded, when Vaclav Laurin and Vaclav Klement began manufacturing Slaviabrand bicycles. q qIn 1899, the Laurin & Klement Co. began producing motorcycles, which were soon successful and gained several racing victories.

Vision
To have the biggest market share in Europe by looking for extraordinary solutions those satisfy extraordinarily demanding customers

Mission

Is to provide quality sales, service and transportation needs for our customers. This is and will be accomplished through a dedicated team of employees whose number one goal is customer satisfaction along with a management team whose responsibility is to ensure employee satisfaction, and customer enthusiasm.

STRENGTHS AND WEAKNESSES

1.Skoda is the largest employer in the Czech Republic 2. Skoda won numerous awards for producing a quality automobile. Total assets are gradually increasing. Skoda achieves highest growth in 2008 sales in Eastern Europe, number one carmaker in Central Europe, and grew its Western Europe market share to 2.3 Strong Financial performance

STRENGTHS

3. 4.

5.

WEAKNESSES
1.Total Skoda market share is 1.7% 2. Perceptions of the brand 3. Change of direction

INTERNAL FACTOR EVALUATION ( IFE ) MATRIX Key Internal Factors STRENGTHS 1.Skoda is the largest employer in the Czech Republic 0.11 3 0.33 Weight Rating Weighted Score

2. Skoda won numerous awards for producing a 0.15 quality automobile. 3. Total assets are gradually increasing. 0.10

3

0.45

3

0.30 0.80

4. Skoda achieves highest growth in 2008 sales 0.20 in Eastern Europe, number one carmaker in Central Europe, and grew its Western Europe market share to 2.3 0.14 5. Strong Financial performance

4

3

0.42

Key Internal Factors

Weight Rating Weighted Score

WEAKNESSES 1. Total Skoda market share is 1.7% 2. Perceptions of the brand 3. Change of direction TOTAL 0.07 0.16 0.07 1 . 00 2 1 1 0.14 0.16 0.07 2 . 67

EXTERNAL OPPORTUNITIES AND THREAT

EXTERNAL OPPORTUNITIES
cars 2. 3. 1. The forecast for the market for new passenger in Russia is +11% Differentiate its product range. Growing automobile industry in Middle East by 9%, Southeast Asia by 14%, and Africa by 8%.

By 2010, electronics are expected to account for nearly 40 percent of an average vehicle’s value(PG51)REPORT 5. Gaps in the market for new products or services.

4.

THREATS
1.Highly crowded and competitive environment 2. Environmental constraints

3. Continuous increasing in oil prices may affect automobiles sales around the world. 4. Franchised dealerships are free to set vehicle prices, and they may or may not offer customers the discounts that automakers provide.
3.

External Factor Evaluation ( EFE )

Matrix

KEY EXTERNAL FACTORS EXTERNAL OPPORTUNITIES

WEIGHT RATING

WEIGHTED SCORE

1. new

The forecast for the market for 0.18 passenger cars in Russia is 0.15 3 2 2

3

0.54 0.45 0.22 0.30

+11% 2. Differentiate its product range. Growing automobile industry in Middle 0.11 East by 9%,Southeast Asia by 14%, and Africa by 8%. 0.15 By 2010, electronics are expected to account for nearly 40 percent of an average vehicle’s value(PG51)REPORT 5. Gaps in the market for new products or services

KEY EXTERNAL FACTORS THREATS

WEIGHT RATING

WEIGHTED SCORE

Highly crowded and competitive environment Environmental constraints

0.18 0.10 0.07 0.06

3 2 2 2

0.54 0.20 0.14 0.12

2.

3. Continuous increasing in oil prices may affect automobiles sales around the world. Franchised dealerships are free to set vehicle prices, and they may or may not offer customers the discounts that automakers provide. TOTAL

1 . 00

2 . 51

EXISTING STRATEGIES & OBJECTIVES

FINANCIAL ANALYSIS

PROFIT MARGIN
% SKODA AUTO

SKODA AUTO %

SKODA VS COMPETITORS (‘08)

SHORT TERM LIQUIDITY RATIO
SKODA AUTO

%

SKODA AUTO

SKODA VS COMPETITORS (‘08) %

DEBT RATIO
% SKODA AUTO

SKODA VS COMPETITORS (‘08) %

ANALYSIS OF SALES
SKODA AUTO

CPM
  Skoda Critical Success  Weight Factors Price Financial  Position Advertising Innovation Market Share Management Global  Expansion Total 0.16 0.15 0.11 0.18 0. 20 0.08 0.12 1.00 Rating 3 4 2 3 3 3 3 Peugeot Renault Weighted  Rating Weighted  Rating Weighted  Score Score Score 0.48 0.60 0.22 0.54 0.60 0.24 0.36 3.04 2 2 3 3 4 3 4 0.32 0.30 0.33 0.54 0.80 0.24 0.48 3.01 3 3 3 2 2 3 3 0.48 0.45 0.33 0.36 0.40 0.24 0.36 2.62

COMPETITORS

PEUGEOT
OVERVIEW Major French car brand, part of PSA Peugeot Citroen, the 2nd largest car marker based in Europe, no 1 manufacturer of light commercial vehicle in Europe. Current Peugeot company was founded in 1810. On 1858, applied for the lion trademark and 1891 start produced the 1st automobile. Involved in produced in motorsports in early 1894 for the motor sporting competition, international rallying in the World Rally Championship, touring car racing, sport car racing in World Sportcar Championship and Formula One. Also produced, product. vehicles and others STRATEGY Enhance in global scope, achieve operational excellence and offer vehicle by customer expectations. International expansion that offer specific models outside Western Europe and renewed line-up into new segments such as crossover vehicles. Maintain leadership in environmentally friendly vehicles and focus safety performance and respecting its commitments to employees.

RENAULT
Overview French automaker producing cars, vans, buses, tractors, trucks, autotrail vehicles. The world’s 4th largest automaker. Producing car since 1897, but founded in 1899 by Loius Renault and his brothers Marceland Fernand. Produced electric vehicles and target sell 20,000-40,000 in 2011 and also produced motorsport and variable vehicles. Strategy Launched in new vehicles. Focus on control working capital requirement, policy of cutting fixed cost and capital expenditure and research & development. Target to flow. aim positive free cash

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