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Viewing report
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Marketing of a Foreign Automotive Brand: The Case of
Skoda in Taiwan. Edition No. 1
VDM Publishing House, June 2009, Pages: 76
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.
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