HISTORY

koda, is an automobile manufacturer based in the Czech Republic. koda became a wholly
owned subsidiary of the Volkswagen Group in 2000, positioned as the entry brand to the
group. Its total global sales reached 875,000 cars in 2011 and 85,000 for the month of March
2011.

koda Works was established as an arms manufacturer in 1859.
The origins of what became koda Auto go back to the early 1890s where, like many long-
established car manufacturers, a company started out manufacturing bicycles. It was 1894, and
26-year old Vclav Klement, who was a bookseller in Mlad Boleslav, in today's Czech
Republic, which was then part of Austria-Hungary, was unable to obtain spare parts to repair his
German bicycle. Klement returned his bicycle to the manufacturers, Seidel and Naumann, with a
letter, in Czech, asking them to carry out repairs, only to receive a reply, in German, stating: "If
you would like an answer to your inquiry, you should try writing in a language we can
understand". A disgusted Klement, despite not having technical experience, decided to start a
bicycle repair shop, which he and Vclav Laurin opened in 1895 in Mlad Boleslav. Before
going into business partnership with Klement, Laurin was established as a bicycle manufacturer
in the nearby town of Turnov. In 1898, after moving to their newly-built factory, the pair bought
a Werner "motorcyclist", which was produced by French manufacturer Werner Brothers. Laurin
& Klement's first motorcyclette, powered by an engine mounted on the handlebars driving the
front wheels, proved dangerous and unreliablean early incident on it cost Laurin a front tooth.
To design a safer machine with its structure around the engine, the pair wrote to German ignition
specialist Robert Bosch for advice on a different electromagnetic system. The pair's new Slavia
motorcycle made its debut in 1899.
In 1900, when the company had a workforce of 32, Slavia exports began, with 150 machines
shipped to London for the Hewtson firm. Shortly afterwards, the press credited them as makers
of the first motorcycle. The first model, Voiturette A, was a success and the company was
established both within Austria-Hungary and internationally. By 1905 the firm was
manufacturing automobiles.





Rear of a koda Popular Special on display at the Sportauto Museum, Lny,Kladno District,
Czech Republic
After World War I the Laurin-Klement company began producing trucks, but in 1924, after
running into problems and being hit by a fire, the company sought a partner, and was acquired
by koda Works, an arms manufacturer which had become a multi-sector concern and the
biggest industrial enterprise in Czechoslovakia. Most later production was under the koda
name. After a decline during the economic depression, koda was again successful with models
such as the Popular in the late 1930s.
During the World War II Occupation of Czechoslovakia, the koda works was turned into part
of Reichswerke Hermann Gring serving the German World War II effort.












Automotive Sector In India:
India is 7
th
largest and 2
nd
fastest growing automotive market in the world.
Its current turnover is $35 billion(INR 1,75,000 cr), and accounts 5% of Indias(GDP).
Indias current GDP is $1.4 trillion expected to grow 3.75 trillion by 2020.
It employs 13 million people
By the year 2016 Indian automotive industry may vary $122 billion (INR 6,10,000 cr) to
$159billion(INR 7,95,000) (estimated by SIAM)
Automotive industry may account for 10%-11% towards Indias GDP by the year 2016 .
Car Production in 1999-2000 -- 5,17,957(units).
In the year 2009-2010-- 28,14,548(units).
Industry has seen growth of 400 percent in 10 years.














Skoda is a global brand offering a range of products in a highly competitive and
fragmented market. The company must respond positively to internal and external issues
to avoid losing sales and market share.
The auto manufacturer, Skoda, implements a cost-leadership business level strategy,
whereby Skoda focuses on gaining competitive advantages by reducing its costs below
those of its competitors. Whilst they do not aim at being the cheapest car on the market,
instead their goal is to be the best value for money.
The internal analysis identified four sources of cost advantages, economies and
diseconomies of scale, differential low-cost access to productive inputs, technological
advances, and experience differences and learning curve economies. The former two
sources are not always rare, and could be imitated easily. In contrast, the latter three of;
technological advances, low-cost access to inputs, and learning curve economies, are
much rarer and more difficult to imitate. The external analysis recognized the threats of
increased input costs, and the threat of new market entrants from China and India, as well
the switching to transportation substitutes due to increasing fuel costs.
Based on this analysis we concluded that Skoda is in a good position, in order to exploit
the opportunities of the industry, whilst neutralizing the threats. Therefore, we
recommended that Skoda should continue to follow its cost-leadership strategy. However,
to ensure its sustainability as a source of value enhancement, we suggest that Skoda
should further leverage its relationship with VW Group in order to develop further, more
efficient production processes, and models. Also, in order to maintain low costs and to
neutralize the threat of market entrants from China and India, Skoda should continue to
move more of its operations to these locations, both for lower costs as well as for greater
local customization






















Products Of Skoda Auto:
1.Skoda Superb
The Skoda Superb is a large family car primarily built by the Czech car
manufacturer Skoda Auto as its flagship car
The versions produced from 2001 to 2008 are based on the platform of the Volkswagen
Passat
It is currently the largest and most luxurious model in Skoda's model range.













2.Skoda Octavia
(Afterwards replaced by Laura)
Skoda Octavia was the first launched in India in 2001.
Targeted at the Indian premium segment, its handling, fuel efficiency and low pricing
These segments of cars were developed to target the premium segment
Was changed and was re-structured to Laura.



Makes one of the best cars in India and people prefer it because of its distinct
features, variety of colours and accessories





3. Skoda Yeti
Skoda Yeti was introduced as an SUV in December 2010 in India.
However it did not make an impact on the Indian market
High competition offered by the Honda CRV ,Toyota Fortuner and also domestic brands
such as Tata and Mahindra auto.







4.Skoda Fabia
Skoda India launched the latest version of Fabia in 2007.
Couldn't live up to the hype created by the previous generation Octavia.
Fabia has not succeeded in this market due to dealer problems, steep prices and Skoda
trying to position itself as a luxury marquee.
Also in the competition sector Hyundai i20 ,Maruti Suzuki Swift and Ritz were way
ahead of their sales than Skoda fabia.













SKODA RAPID:
The koda Rapid is a five-door liftback manufactured by koda. It was first shown to the public
at the April 2012 Chinese Motor Show in Beijing, appearing very similar to the 2011
MissionL concept car. Serial production started at 23 August 2012 in Mlad Boleslav and in
September it will be officially shown at the Paris Motor Show. Sales are expected to commence
at the end of 2012 in Europe, next year in China and at the early 2014 in Russian market.
[3]

The Rapid is sized to sit between Fabia and Octavia models and shares some under the skin
elements with the Roomster andFabia.
[4]
The 1.6 diesel has a drag coefficient of 0.30 Cw.
It's design gives an appearance of a saloon but is a five-door liftback providing a luggage
capacity of 550 litres (19 cu ft).
[5]
It shares the main body elements and interior design with the
new Seat Toledo
[6]
which will both come off the line in the same koda factory.
The Skoda Rapid is in essence a rebadged Volkswagen Vento. But, in terms of performance, the
Rapid is a totally different machine. Frugal yet an able performer, the Rapid is available with a
decent number of features in petrol and diesel engine options. The Rapid also bagged the 2011
ET-ZigWheels Premium Compact Sedan of the Year award


According to safety
SKODA Rapid comes with a range of safety features designed to give you maximum peace-of-
mind. Tested to perform under any duress, these features are built just as thoughtfully as
everything else in this car. The SKODA Rapid provides remote control locking and unlocking of
doors and the boot lid. It also provides child-proof rear window and door locking.




The SKODA Rapid comes fitted with an Engine Immobilizer with a Floating Code System. This
intelligent system generates a unique code that is stored in the key every time the ignition is
turned off. The next time the car is started, it checks for the same code, and freezes the engine if
the correct code is not found, thereby safe-guarding the car from theft. The audio player also
comes with a similar code-based security system.
Another crucial safety feature in the SKODA Rapid is the Dual Rate brake assist, along with he
Anti-lock Braking System (ABS) helps to achieve maximum braking effect and a shorter braking
distance. The Rapid offers height adjustable head restraints both at the front and the rear, thus
ensuring a comfortable and safe ride. The anti-glare interior rear view mirror ensures clear
visibility and hence, safe driving in any weather condition.


Driver and front passenger airbags
The SKODA Rapid comes fitted with dual front airbags that are deployed instantly in the event
of a head on collision and upon deployment the fuel supply is automatically cut-off.

Anti-lock braking system with dual rate brake assist
The SKODA Rapid comes with the intelligent Anti-Lock Braking System (ABS) function that
ensures the car doesnt veer out of control even in the event of sudden and heavy braking on
slippery roads.




Front and rear fog lights
Aesthetically placed below the headlamps and in the tail lamp, the fog lights improve visibility
and make maneuvering the SKODA Rapid even in the toughest of weather conditions
remarkably easy.

Anti-pinch windows
To ensure that the window does not accidentally close on some ones hand, the SKODA Rapid
comes with the anti-pinch window which will bounce back when it senses an obstruction
According to comfort line
The interiors of SKODA Rapid have been thoughtfully put together to give you the perfect
balance between space, comfort and convenience. The adjustable driver's seat in the thoughtful
SKODA Rapid allows the driver to reposition the seat at an optimum height and distance from
the driving controls. It also includes a height and length adjustable steering wheel to further
enhance driver comfort.
The Rapid offers adjustable dual rear air
conditioning vents which allow backseat
passengers to adjust the flow of air
Adding to the list of thoughtfully designed
storage compartments are the front door bottle
holders which are cleverly integrated into the



effortlessly. The intelligent Climatronic air
conditioning regulates the inside temperature
automatically, ensuring a pleasurable drive.
The front and rear centre armrest helps
passengers to maintain posture on long drives
as well as in stop-go traffic. The reading
centre lamps at the front and spot lamps at
the rear allow you to sit back and enjoy your
favorite read on the drive home.
map pockets for easy accessibility. The Rapid
also provides intelligently designed
collapsible cup holders that nestle your
beverage safely while you make your way
through winding roads. he storage compartment
in the front armrest offers ample space and easy
accessibility making it the perfect space for
everyday essentials.

SKODA audio player with security code
The perfect companion on long drives, the 2-DIN SKODA audio player comes with a multi-
function console, CD player, auxiliary audio input for your portable media player, SD/MMC data
card reader and AM/FM radio options along with a host of other useful functions.








Ergolever for remote seat adjustment
The Ergolever is a handy lever on the front passenger seat that allows a back seat passenger to
move the front seat forward and adjust leg space making it easier to stretch your legs on that long
drive.


Multi-function display
The multi-function display is designed to provide all the information you need. Get an instant
update on the time travelled, distance travelled, average speed, immediate fuel consumption,
average fuel consumption, travel distance before refueling, service interval, outside temperature
and the all-time favourite time.

460 litre luggage compartment space
The SKODA Rapid is not just spacious on the inside but also in the boot. The comfortable
loading height of the luggage compartment makes transferring heavy luggage nearly effortless.
The thoughtful boot illumination feature makes getting things in and out that much easier.





According to look
The SKODA Rapid is a great example of true art combined with science and technology. With
its strong and muscular exterior lines and an unforgettable frame, the SKODA Rapid is
inevitably a sight for sore eyes. With thoughtful interiors put together to give you the perfect
balance between space and comfort, its no surprise that the SKODA Rapid isnt just great to
drive but delightful to look at as well.




The new SKODA Rapid's alloy wheels (15) Antares offer superior handling and give the
car a stately appearance.







Exteriors
Designed to seamlessly flow with the muscular frame of the SKODA Rapid, the body-colored
mirrors are optimally positioned. The incisively cut headlamps give the car an alluring look
while the chrome laced front grille adds a distinctive charm to the impressive looks of the Rapid.
The 15 alloy wheels are a delight to look at, and are significantly lighter and more stable giving
you a well-balanced and superior driving experience. Sleek, body-colored and scientifically
recessed door handles make the perfect first impression for the SKODA Rapid.

Interiors
The interiors of the SKODA Rapid have been thoughtfully put together to give you the perfect
balance between space, comfort and convenience. Each part has been carefully accented to make
your drive smoother, more comfortable and one that you always look forward to. It comes with a
choice between the rich tones of Mocca and Ivory or Mocca and Onyx, both designed to enhance
the feel of luxury and capaciousness. The SKODA Rapid retains the chrome decor throughout,
from the inner door handles to the front centre console, gear-shift selector, air conditioning duct
sliders and the locking button on the hand-brake.






Pricing of Skoda rapid






Unique Promotions
Promotes Itself by sponsoring in various sporting events like:
o Tour De France
o Giro DItalia
o World Rally Championship (WRC)
o Ice Hockey World Championship

o Czech Hockey League
o Czech National Hockey Team


Types of Strategies
Integration strategy Backward Integration strategy fits Skoda India best because, initially Skoda
use to import the cars in Complete knocked down Kits (CKD) and would assemble it in India,
now Skoda has started manufacturing components locally to build their cars.
Intensive Strategy Market Penetration fits Skoda the best because as we have seen since their
launch they place their products price very low from their competitors, hence catching the
attention of buyers.
Diversification strategy Concentric Diversification: Skoda India also has started to produce Audi,
Porsche and VW cars in their manufacturing plant apart from manufacturing Skodas





Defensive Strategy
Generic Strategy Focus: The Companys main focus since their launch to retain its spot is
to concentrate on highly fuel efficient diesel cars which have created an impact in the premium
segment cars .Key Step towards Strategic Planning Vision: Skoda Auto is a brand known for its
life style value, offering reliability and European build quality with a constant Endeavour
to introduce




Marketing Strategies of Skoda RAPID












Services Of Skoda Auto India
Skoda Finance - for finance and insurance solutions that are quick, competitive, hassle
free and convenient
Skoda Assistance -24x7 Road Assist like:
I. Minor mechanical or electrical breakdown causing immobilisation
II. Flat / Weak battery
III. Flat tyre
IV. Running out of fuel
V. Wrong fuel filling
VI. Key lock-out / misplaced
VII. Major breakdown or accident