Scott, David2024-07-232024-07-232015Scott, D. (2015). Škoda Auto: A recommendation for driving growth in North America. Bachelor of Commerce Best Business Research Papers, 8, 88-98.https://hdl.handle.net/1828/16809This paper discusses Škoda’s goal to sell 1.5 million cars annually, and suggests entry into North America as a means to achieve that goal. By looking at Škoda itself, the paper finds that the company is well suited for entry into a new market because of a recent rebranding, solid financial management, and a successful entry into the Asian market in the recent past. Looking at the North American market, there is a theme of growth. It is also discovered that the market is fragmented, a trait which lowers barriers to entry. A SWOT analysis and CAGE framework also illustrate the potential success of a move into North America, while pointing out some challenges that must be addressed for a successful entry; these include regulatory policy, production and shipping logistics, as well as currency uncertainty. Finally, a survey shows that Škoda’s offering fits well with the demands of the customer, but that a miscommunication or lack of knowledge of brand image may hinder Škoda’s efforts. Finally, the paper concludes that entry into a new market is the best decision for Škoda.enArticle