Comparison of marketing communication of Hyundai, ŠKODA AUTO and Peugeot on the Czech market

In the first part of bachelor's thesis "Comparison of marketing communication of Hyundai, Peugeot and ŠKODA on the Czech market", the general topic including theoretical background of international marketing is brought to the attention. Furthermore, specific aspects of the Czech automotive market are presented and the three brands are introduced. The second part is dedicated to description of selected marketing activities of the brands (closely looking at corporate identity/corporate design, television commercials and online communication) and their comparison based on predefined standards. The third part of the thesis is partially returning back to the first part and the established implications of doing business in a foreign country. It tries to determinate, whether the specific characteristics of the home countries are reflected in the communication of the brands, as descripted in the second part. The selection of Hyundai, Peugeot and ŠKODA was based on the fact that the brands are similar to each other in certain aspects (target group of customers, production sites in the Czech Republic), but completely different in others (history, country of origin). At the same time, belonging to different groups, the brands are directly competing with each other