Posted: September 17th, 2017

BRAND COMMUNICATION AND MANAGEMENT: CASE STUDY OF SKODA AUTOMOBILE COMPANY

TOPIC:
BRAND COMMUNICATION AND MANAGEMENT: CASE STUDY OF SKODA AUTOMOBILE COMPANY
Information for the assignment:
1. Write a short (approx. 500 words) situation analysis that should describe SKODA business environment (PEST and Porter’s 5 Forces), how it competes, the challenges faced and its future business prospects.
This will be worth 25% of the marks.
2. Using appropriate models – such as the ‘brand onion’ and ‘brand triangle’ critically analyse the company’s branding strategy and explain how the brand is managed via the company’s marketing activities (Product, Price, Place and Promotion).
This will be worth 50% of the marks.
3. With examples, compare and contrast the way the brand is communicated in an established, mature market with the way it is communicated in an emerging or developing market. You should do this by finding examples of advertisements and other marketing materials and critically analysing the similarities and/or differences.
This will be worth 25% of the marks.
‘‘The third section will require that you do some creative research and analysis. It is good if you can find some actual images to talk about to illustrate your analysis. You will also need to refer to some theory on the communication of brand messages across countries and cultures’’

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