Page 6: Conclusion
Skoda is a global brand offering a range of products in a highly competitive and fragmented market. The company must respond positively to internal and external issues to avoid losing sales and market share.
A SWOT analysis brings order and structure to otherwise random information. The SWOT model helps managers to look internally as well as externally. The information derived from the analysis gives direction to the strategy. It highlights the key internal weaknesses in a business, it focuses on strengths and it alerts managers to opportunities and threats.
Skoda was able to identify where it had strengths to compete. The structured review of internal and external factors helped transform Skoda UK's strategic direction.
The case study shows how Skoda UK transformed its brand image in the eyes of potential customers and build its competitive edge over rivals. By developing a marketing strategy playing on clearly identified strengths of customer happiness, Skoda was able to overcome weaknesses. It turned its previously defensive position of the brand to a positive customer-focused experience.
The various awards Skoda has won demonstrate how its communications are reaching customers. Improved sales show that Skoda UK's new strategy has delivered benefits.