Russian Automotive Market: Marketing Strategy for SKODA auto a.s. in 2016-2017

Abstract

Clear and exercisable marketing strategy is one of keys to the success in any business field. Moreover, the importance of marketing strategy arises when economy enters recession stage. Russia is one of the most important markets for most of the world's leading car manufacturers. SKODA auto is among them as well. Russian economy experienced rapid decline in the 2015 due to the falling oil prices. As a result, car producers saw their sales fall too. The aim of this work is to analyze current state of the Russian automotive market and develop anti-crisis marketing strategy for the SKODA auto in the year 2016/2017.