Abstract
Skoda, was created in 1895, and started its activity selling bicycles and motorcycles. Its first car was produced in 1905 more than 100 years ago, when it was a niche company trading luxury cars. The company has survived two world wars and the cold war, and is the third oldest car manufacturer. In 1991 after the revolution that overthrew communism and introduced the free market, Volkswagen acquired Skoda with the idea of renewing and developing the Skoda Brand. Going through a general audit of the company and its different marketing and international marketing strategies, will give us the information required to judge if Skoda's former communist-controlled company structure will thrive in a global capitalist economy. To conclude, I will present my point of view and my recommendations on the company strategy.
