Research On The Strategy Choices Of Skoda Auto In Chinese Market

International Joint ventures have certainly emerged as a compelling strategic option for companies because it has the best offset of return/risk.Unfortunately, as international joint ventures continue to proliferate across the globe and the wealth of companies and economies become ever more dependent upon these partnerships, their performance and survival remains highly variable.Researchers have suggested that motives of establishing an IJVs, partner selection, and culture background differences influence IJVs performance and survival. However, we understand little about how these factors relate to one another to affect IJVs performance and survival.This dissertation takes a step to research on the joint venture between Skoda Auto and Shanghai Volkswagen Automobile Company.The main reason of choosing this topic is to analyze and describe Skoda Auto Group in the People’s Republic of China. Moreover, since2010Chinese market is the largest market for Skoda Auto.The first chapter of the thesis begins with giving basic information about the automobile industry in China, Skoda Auto history and the actual economic situation.The second chapter gives a brief introduction about Skoda auto as a VW brand on Chinese market, starting with the cooperation between VW group and china’s partners, then Skoda auto on the Chinese market (product portfolio and differences between china version and EU version).The third chapter talks about the problems and risks of Skoda Auto on China Market based on expert interviews of Skoda.Fourth Chapter was a SWOT analysis of Skoda Auto on Chinese Market.Fifth chapter is an illustration about plans and strategies of Skoda Auto a.s on the Chinese market with the goal of future growth.Before the conclusion some recommendations and future trends for Skoda Auto in China market were giving.Sum up the thesis with illustrating the outcomes and innovative points that had been reaped from the research.