Sales planning for Marketplace by Škoda Auto a. s.

Diplomsko delo z naslovom Načrtovanje prodaje za izdelek Marketplace v organizaciji Škoda Auto a.s. je sestavljen iz teoretičnega ter praktičnega dela. V teoretičnem delu smo predstavili teorijo, ki pojasnjuje pojme kot so marketing, izdelek, management prodaje, prodaja ter načrtovanje prodaje. V praktičnem delu smo predstavili podjetje Škoda Auto a. s., svetovno znani proizvajalec avtomobilov, ki je že tri desetletja del koncerna Volkswagen. Spoznali smo tudi njihovo strategijo delovanja za prihodnje desetletje ter cilje, ki jih nameravajo doseči. Eden izmed njihovih ciljev je tudi ustvarjanje prihodkov z naslova storitev, ki so tesno povezane z mobilnostjo ter e – mobilnostjo. Podrobneje smo obravnavali izdelek Marketplace, ki ga podjetje Škoda Auto trži kot medij za pospeševanje prodaje partnerskih podjetji svojim voznikom osebnih vozil. Prišli smo do spoznanj, da so bolj uspešni kuponi, ki so povezani s samo vozniško izkušnjo. Sam namen aplikacije Marketplace pa je prav v tem, da podjetje poizkuša voznikom izboljšati samo izkušnjo uporabe njihovih vozil.The thesis entitled Sales planning for the Marketplace by Škoda Auto a. s. consists of a theoretical and a practical parts. In the theoretical part we have presented the theory explaining concepts such as marketing, product, sales management, sales and sales planning. In the practical part, we introduced Škoda Auto a.s., a world-famous car manufacturer that has been part of the Volkswagen Group for three decades. We also learned about their strategy for the next decade and the objectives they intend to achieve. One of their objectives is to generate revenue from services closely related to mobility and e-mobility. We looked in more detail at the Marketplace in-car application, which Škoda Auto markets as a chanel to promote partner companies\u27 offers to its passenger car drivers. We found that coupons linked to the driving experience itself are more successful. The very purpose of the Marketplace app is precisely for the company to try to improve the drivers\u27 experience of using their vehicles