Marketing of a Foreign Automotive Brand: The Case of Skoda in Taiwan

The internationalization of marketing activities is a
well-known and growing phenomenon. The companies that
are unable to pursue global opportunities are at high
risk since it could eventually lead them to lose
their domestic markets. A company s failure abroad
often results from the inability to meet the
culturally based needs and wants of local consumers.
Taiwan represents a specific consumer culture with a
strong persistence of traditional Confucian values.
This study investigates the reasons for the failure
of Skoda Auto - an internationally successful and
growing Czech automaker in Taiwan through the
analysis of its marketing strategy. Consumer culture
theory and country-of-origin effects are used in this
study to explain the consumer s behavior. The
qualitative approach and case study methodology was
carried out. Skoda marketing strategy was described
and evaluated based on the marketing mix conception.
Understanding the reasons for the success, or the
failure of a foreign company on a specific market may
represent an excellent learning opportunity for
managers, marketing students and everyone else
interested in international marketing.

Autorentext

David Matousek, MBA: Studied International Business at NationalSun Yat-Sen University (NSYSU). Online Sales and OperationsAccount Manager at Google. Lecturer at College of Economics andManagement (VSEM), Prague.

Klappentext

The internationalization of marketing activities is awell-known and growing phenomenon. The companies thatare unable to pursue global opportunities are at highrisk since it could eventually lead them to losetheir domestic markets. A company's failure abroadoften results from the inability to meet theculturally based needs and wants of local consumers.Taiwan represents a specific consumer culture with astrong persistence of traditional Confucian values.This study investigates the reasons for the failureof Skoda Auto - an internationally successful andgrowing Czech automaker - in Taiwan through theanalysis of its marketing strategy. Consumer culturetheory and country-of-origin effects are used in thisstudy to explain the consumer's behavior. Thequalitative approach and case study methodology wascarried out. Skoda marketing strategy was describedand evaluated based on the marketing mix conception. Understanding the reasons for the success, or thefailure of a foreign company on a specific market mayrepresent an excellent learning opportunity formanagers, marketing students and everyone elseinterested in international marketing.