PROJECT ON

SKODA AUTO INDIA PRIVATE

LTD.
SUBJECT : - Strategic Management
SUBMITTED TO : - Pr!. Ra"#$ Sir
SUBMITTED B% : - Sara&'eet
STD : - S%-BMS
ROLL NO : - ()
CONTENTS
INTRODUCTION
*ISTOR%
BACK+ROUND
PRODUCT
SERVICE
LEVELS O, STRATE+IC MANA+EMENT
KE% STEPS TO-ARDS STRATE+IC PLAN
KE% STEP TO-ARDS BUSINESS STRA+E+IES
STRATE+IC MANA+EMENT PROCESS
BC+ MATERI.
+E MATERI.
/ MECKENSI MATRI.ES
OR+ANISATIONAL STRUCTURE
T%PES O, STRATE+%
CONCLUSION
RECOMMANDATION
INTRODUCTION
Skoda Auto India Pvt Ltd.
S01a A#t i2 a 3art ! t"e Internatina$ V$024agen
+r#3 4"2e cntr$$ing 2ta0e i2 4ne1 &5 Pr2c"e SE .
It i2 ne ! t"e 3remier a#tm&i$e man#!act#rer2 in
Europe6 &a2e1 in Czech Republic. T"e cm3an5
intr1#ce1 it2e$! n November 16th !""1. -it" it2
#reen$ield plant in Auran%abad6 t"e cm3an5 "a2
it2 1ea$er2"i3 net4r0 23rea1 7er M#m&ai an1 De$"i
regin.
T"e &ran1 Skoda Auto i2 g$&a$$5 0n4n !r it2 2t5$i2"
$026 4e$$ &#i$t e8terir an1 it2 cn2tant en1ea7r t
intr1#ce m1ern tec"n$gie2. T"e cm3an5 "a2
a$rea15 intr1#ce1 (9 $#8#r5 m1e$2 in In1ian mar0et.
It 2e$$2 car2 #n1er t"e &ran1 name ! S01a. Accr1ing
t an !!icia$ re$ea2e6 S01a A#t In1ia 2$1 mre t"an
(96::: #nit2 in t"e ;::<6 a ;<.=> increa2e !rm ;::/
2a$e2 tta$2
De23ite a 1i3 in g$&a$ a#tm&i$e 2a$e26 S01a In1ia
manage1 t 2e$$ (/::: #nit2 ! it2 7e"ic$e2 in ;::<6
4it" gr4t" regi2tere1 )).; > !rm 3re7i#2 5ear.
*ISTOR%
At t"e &eginning ! Decem&er (<?= t"e mec"anic
V@c$a7 La#rin an1 t"e &0-2e$$er V@c$a7 K$ement6 &t"
&ic5c0$e ent"#2ia2t26 2tarte1 man#!act#ring &ic5c$e2 !
t"ein 4n 1e2ign6 3atritica$$5 name1 S$a7ia in t"e
natina$i2t atm23"ere ! t"e n1 ! t"e (?t" cent#r5.
A !e4 5ear2 $ater6 in (<??6 t"e La#rin A K$ement C.
&egan 3r1#cing mtrc5c$e26 4ic" 4ere 2n
2#cce2!#$ an1 gaine1 2e7era$ racing 7ictrie2. A!ter
initia$ e83eriment2 at t"e t#rn ! cent#r56 3r1#cing !
mtrc5c$e2 4a2 gra1#a$$5 re3$ace1 &5 a#tm&i$e2
!rm (?:= n4ar1.
Ba2e1 n t"e tra1itina$ 3r1#ctin 3rce22e2 an1 3a2t
2#cce226 t"e CBec"2$7a0 ecnm5 manage1 t
maintain a re$ati7e$5 g1 2tan1ar1 in t"e 32tC2cia$i2t
3eri1 !r 2e7era$ 1eca1e26 in 23ite ! t"e c"ange2
&r#g"t a&#t &5 3$anne1 ecnm5 an1 e!!rt2 at
#n1#$5 ra3i1 gr4t". T"i2 2tan1ar1 n$5 &ecame
D#e2tina&$e t4ar12 t"e en1 ! t"e (?9:E2 1#e t
1e7e$3ment ! ne4 tec"n$g5 in t"e 4e2tern 4r$1.
T"e 3ermanent 2tagnatin ! t"e ecnm5 2tarte1 a!ter
t"e /:E26 a$2 a!!ecting t"e SKODA a#tm&i$e
man#!act#rer in 23ite ! t"e cm3an5E2 $ea1ing 32itin
in t"e Ea2t E#r3e mar0er. Pr1#ctin gre4 again n$5
4"en t"e m1e$ range S01a ,a7rit 4ent int
3r1#ctin in (?</.
A!ter t"e 3$itica$ c"ange2 ! (?<?6 #n1er t"e ne4
mar0et ecnm5 cn1itin2 t"e +7ernment ! t"e
CBec"2$7a0 Re3#&$ic an1 t"e management ! S01a
&egan t 2earc" !r a 2trng !reign 3artner 4"2e
e83erience an1 in7e2tment2 4#$1 &e ca3a&$e !
2ec#ring $ng-range internatina$ cm3etiti7ene22 !
t"e cm3an5. In Decem&er (??:6 t"e +7ernment
1eci1e1 n c3eratin 4it" t"e +erman V$024agen
+r#3. T"e S01a F V$024agen 'int 7ent#re &egan t
3erate n (9 A3ri$ (??( #n1er t"e name S01a6
a#tm&i$e a2.6 &ecming t"e !#rt" &ran1 ! t"e
V$024agen +r#3 a$ng2i1e V-6 AUDI a SEAT.
BACK+ROUND IN INDIA
S01a A#t In1ia 2tarte1 it2 3eratin2 in In1ia n
N7em&er (96 ;::(. T"e5 3ene1 t"eir man#!act#ring
#nit in S"en1ra6 n t"e #t20irt2 ! A#ranga&a1. T"#2
2etting t"eir !t n t"e In1ian 2i$. T"e !ir2t S01a car
4"ic" "a1 "it t"e In1ian ra12 4a2 t"e S01a Octa7ia
4"ic" 4a2 3rice1 at (:.9 $a0" INR. S01a Octa7ia i2 a
me1i#m 2iBe1 car an1 gaine1 33#$arit5 !r t4
3rimar5 rea2n26 !ir2t &eing t"e !act t"at t"e car "a1
(:: 3ercent im3rt cntent an1 2ecn1 rea2n t"at t"e
m1e$ 4a2 a7ai$a&$e in &t" 3etr$ an1 1ie2e$ 7er2in.
T"e Octa7ia i2 &eing im3rte1 t In1ia a2 2emi-
0nc0e1-14n 0it2 an1 a22em&$e1 at t"e cm3an5G2
A#ranga&a1 3$ant. T"e 3$ant c#rrent$5 a22em&$e2 (:
car2 a 1a5 an1 3erate2 n a 2ing$e 2"i!t. T"e
in1igeniBatin $e7e$ i2 3$anne1 t &e ar#n1 (: 3er cent
&5 ;::;-en1. In 23ite ! &eing 2me4"at "ig"$5 3rice16
t"e S01a "a2 recei7e1 a tremen1#2 re23n2e in t"e
In1ian mar0et. *ence S01a A#t "a2 3$an2 t $a#nc"
it2 t"ree $#8#r5 car2 E$egance6 La#rin an1 K$ement6 an1
S#3er& in In1ia in ;::;-:). -it" t"e mar0et tren1 an1
inc$inatin ! t"e ecnm5 t 23en1 gener#2$5 t 4n
a $#8#r5 car.
S01a i2 targete1 a (/-(<-3er cent 2"are ! t"e
cm&ine1 C- an1 D-2egment 7$#me in In1ia in ;::).
S01a6 4"ic" ma1e an initia$ in7e2tment ! H(= mi$$in
in t"e A#ranga&a1 !aci$it56 in7e2te1 H=9 mi$$in mre in
1#e c#r2e ! time !r "ig"er $e7e$ ! $ca$iBatin 4"ic"
in t#rn 4#$1 &ring 14n t"e c2t ! t"e car2
man#!act#re1.
In A3ri$ ;::/ S01a IV- gr#3J in7e2te1 H?(;m t
e83an1 it2 3$ant at A#ranga&a1 A C"a0an 3$ant at P#ne
t accmm1ate t"e 3r1#ctin n &olk'(a%en Audi
and Por'che. In )1
't
march !""* chakan plant (a'
read+ and Skoda announced localization level
increa'ed to ,"- $rom 1,-.
PRODUCT
SKODA INDIA O,,ERS T*E ,OLLO-IN+ CARS6
SKODA ,ABIA

T"e 2$ee0 $0ing ,a&ia i2 t"e !ir2t S#3er *atc" in In1ia
4it" a "#ge 3a22enger an1 carg 23ace 1e2igne1 4it"
3remi#m $02. It "a2 a$$ t"e cm!rt2 an1 rmine22 !
a &ig $#8#r5 car an1 at t"e 2ame time it i2 2 cm3act
t"at 5# can 1ri7e it an1 3ar0 it 4it" #tm2t ea2e in t"e
m2t cnge2te1 area2.
T"i2 2#3er "atc" t"at cm&ine2 $02 4it" 3er!rmance
an1 ecnm5 i2 a7ai$a&$e in 3etr$ an1 1ie2e$ 7ariant2.
It 3ac02 D#ite a 3#nc" e7er5 time it "it2 t"e ra1.
,eat#re2
A7ai$a&$e in &t" 3etr$ I(.; $tr2J an1 (.K TDi
engine
D#a$ air&ag2 !r 2a!et5
ABS Ianti $c0 &rea0ing 252temJ
Integrate1 m#2ic 252tem
Par0ing 2en2r2
C$imate cntr$
M#$ti-!#nctin 1i23$a5
S#nr!
SKODA OCTAVIA

Octa7ia i2 an r1er$5 1e2ign 4it" n #n4ante1 ma22.
ItE2 mre a&#t 2traig"t $ine2 t"an a&#t c#r7e2. It $02
7er5 E#r3ean 4it" t"e 2#&t$e n2e 2ectin an1 "ig"
4ai2t$ine. T"e &#i$1 D#a$it5 i2 a2 g1 a2 it can get an1
i2 !aint$5 re!$ecte1 in t"e 4a5 t"e Octa7ia $02. -"i$e
2eate1 in t"e rear6 5# 4i$$ "a7e $imite1 $egrm &#t
t"e 2tr5 i2 cm3$ete$5 1i!!erent at t"e !rnt a2 t"e
2eat2 at !rnt are enrm#2$5 accmm1ating. T"e
D#a$it5 ! t"e interir i2 D#ite g1 an1 it e8#1e2 a
t#g" !ee$.
T"e (.?$ t#r&-1ie2e$ engine i2 t"e ne 4"ic" "a2 2$1
t"e m2t6 an1 rig"t$5 2. It i2 !r#ga$ an1 manage2 t
0ee3 t"e 3er!rmance-riente1 1ri7er "a335 at t"e
2ame time. T"e (.<$6 (=:&"3 t#r&c"arge1 3etr$
engine i2 an entire$5 1i!!erent &ea2t an1 i2 ne ! t"e
m2t 34er!#$ in t"e #n1er-R2 ;: $a0" 3rice &rac0et. It
i2 2#3reme$5 re23n2i7e an1 ma0e2 t"e Octa7ia ne !
t"e !a2te2t !#r-1r !!ering2 in t"e natin. R#nning n
$4-3r!i$e t5re26 t"e Octa7ia RS I(.<$J 2#!!er2 !rm
"ar2" ri1e D#a$it5 &#t t"e "an1$ing i2 raBr 2"ar3. T"e
reg#$ar Octa7ia !!er2 &etter ri1e cm!rt an1 e7en
4"en ging 7er &ig 3t"$e26 it re2#$t2 in an e83ecte1
&#m3.
T"e Octa7ia !!er2 t"e &#i$1 D#a$it5 ! a &att$e tan0 an1
2trage ca3acit5 ! a 4ater tan0. +1 ri1e an1 m1e2t
"an1$ing are t"er 32iti7e2 4"ic" ma0e it c$ic0 2 4e$$
&#t 4"at 24ing2 t"e &a$ance in "er !a7r &5 a !air
margin i2 t"e !#e$ e!!icienc5 4"ic" i2 ne ! t"e &e2t in
t"e c#ntr5. Ma0e2 3er!ect 2en2e t ta0e t"i2 car n
$ng '#rne52.
,EATURES
Leat"er 2eat2
C$imate cntr$
Integrate1 m#2ic 252tem 4it" 2teering m#nte1
cntr$
D#a$ air&ag
.enn "ea1 $am32
A$$5 4"ee$2
S#n-r!
M#$ti-!#nctina$ 1i23$a5
DS+ tran2mi22in
Par0ing 2en2r2
Ti$t 2teering
SKODA LAURA


S01a La#ra6 a 2ta&$e mate ! S01a Octa7ia6 La#ra i2 33#$ar !r it2
cntem3rar56 15namic 1e2igner $02. S3ecia$$5 c#2tmiBe16 t"e m1e$
"a2 2t1 t"e te2t ! time2 in In1ian cn1itin2 4it" it2 e8trar1inar5
3er!rmance gi7ing re2#$t2 &e5n1 imaginatin. S01a ISe1anJ T"e S01a
La#ra 4it" it2 1ie2e$ 7ariant2 target2 t"e mi11$e c$a22 cn2#mer 4it"
S01a car 3rice2 &et4een r#3ee2 2i8teen an1 nineteen $a0"26 it i2
a7ai$a&$e in ) engine 3tin2
T"e (.<TSi &rr4e1 !rm A#1i
(.? t#r& 1ie2e$
;.: t#r& 1ie2e$
,eat#re2
(; 4a5 a1'#2ta&$e e$ectrica$ 2eat
9 air&ag2
A&2 L EBD L tractin cntr$
*eate1 !rnt 2eat
9.= inc" T,T m#2ic 3$a5er 4it" 2teering m#nte1 cntr$
D#a$ Bne c$imatrnic
Leat"er #3"$2ter
Cr#i2e cntr$
.enn 3r'ectr "ea1$am32
Rear an1 ,rnt 3ar0ing 2en2r
Centra$ in!rmatin 252tem
Rain 2en2r
SKODA SUPERB

S01a "a2 gne a$$ #t 4it" t"e ne4 2#3er& t ma0e
5# !ee$ t"at 5# are &#5ing a K: $a0" car !r "a$! t"e
3rice. It "a2 tec"n$g56 !eat#re2 an1 2a!et5 eD#i3ment
t"at &e!it t"er $#8#r5 car2. B#t t"e 2#r3ri2e i2 t"e (.<
TSI mtr6 4"ic" "a2 3er!rmance an1 e!!icienc5 t
t"reaten t"e Accr1. T"e car cme2 4it" ) engine
3tin2 (.< t2i mtr 6 (.? TDI an1 ;./V9 3etr$ engine 6
it a$2 t"e !ir2t ! it2 0in1 / 23ee1 tri3trnic DS+
tran2mi22in !ir2t intr1#ce1 &5 an $ca$ man#!act#rer.
,EATURES
Ac-7ent2 n &-3i$$ar !r rear 3a22enger2
t#c" 2creen 2tere 4"ic" "a2 m#$ti-in!rmatin ra1i
2tatin 1i23$a5-can 1i23$a5 #3 t ? 1i!!erent ,M 2tatin2
an1 '#2t n t"e t#c" ! a 2creen6 5# can c"2e 5#r
1e2ire1 2tatin.
&$#e tt" cnnecti7it5 4it" cntr$2 n 2teering 4"ee$
tri3 cm3#ter 4it" !#$$ in!rmatin inc$#1ing 2er7ice
$e7e$ in1icatr
1ri7erG2 <-4a5 34er a1'#2ta&$e 2eat 4it" ) memr5
2etting2 Int 2#re ! t"e !rnt 3a22enger2 a2 I !rgt t
3a5 nticeJ
1igita$ 1i23$a5 ! tem3erat#re !r rear 3a22enger2 a$2
&e"in1 t"e gear cn2$e.
1#a$ Bne a#tmatic c$imate cntr$ 4it" in1i7i1#a$
tem3erat#re cntr$2
e$ectric r$$er &$in1 n t"e rear 4in14
man#a$ r$$er &$in1 n t"e 2i1e rear 4in142
4"en t"e car i2 $c0e16 t"e mirrr2 IOSRVMJ
a#tmatica$$5 retract
a#tmatic &t $i1 3ening !rm t"e 0e5 !&
&t $c02 a#tmatica$$5 4"en c$2e1 14n 2!t$5 1#e
t e$ectrmagnetic
&#ttn2
t4in-1r 252tem-eit"er 3en '#2t t"e 1ec0 $i1 r t"e
rear "atc"-an e$ectrmagnetic &ttm n t"e $e!t 3en2
t"e 1ec0 $i1 an1 ne n t"e rig"t 3en2 t"e "atc"..
,rnt an1 rear 3ar0ing 2en2r2
t5re 3re22#re mnitring 252tem
rain 2en2ing a#t-n 4i3er2
9::K: rear 23$it 2eat
!rnt6 2i1e an1 c#rtain air&ag2 4it" 0nee air&ag etc
SERVICE
In In1ia6 S01a 3art2 are nt 2$1 in t"e 3en
mar0et an1 are n$5 a7ai$a&$e !rm M01a A#t
In1ia a#t"riBe1 1ea$er2N S01a c#rrent$5 "a2 9(
1ea$er2"i32 acr22 In1ia6 &#t 3$an2 t e83an1 t 9=
1ea$er2"i32 &5 t"e en1 ! ;::?.
Ser7ice !r S01a car
.arrant+ $or Skoda product'

In accr1ance 4it" t"e 4arrant5 cn1itin2 S01a
!!er2 !$$4ing 4arrant5
O ; - %ear 4arrant5 n Ne4 S01a 7e"ic$e2 !r #n$imite1
0m2
O ; - %ear2 4arrant5 n S01a +en#ine Part2 an1 S01a
+en#ine Acce22rie2 !r #n$imite1 0m2.
O T"e 4arrant5 4i$$ &e "nre1 &5 a#t"riBe1 S01a
1ea$er2"i3
LEVELS O, STRATE+IC MANA+EMENT
S01a In1ia i2 an B#2ine22 Unit IBUJ ! t"e V-
internatina$ gr#3 ! cm3anie26 V- 1eci1e1 t 2et#3
an BU in In1ia &eca#2e ! t"e $arge a#tm&i$e mar0et
in In1ia6 t"e $#8#ri#2 car mar0et in In1ia in a&#t )=::
#nit2 3er mnt"6 4"ic" ma5&e a 2ma$$ 2"are cm3are1
t t"er 2egment6 &#t t"e gr4t" in t"i2 2egment i2 at
)K> ann#a$$56 4"ic" i2 amng t"e "ig"e2t in t"e 4r$1.
*ence '#2t im3rt2 ! man#!act#re1 4nEt "a7e &een
7ia&$e &eca#2e t"e5 4#$1 "a7e attracte1 (::> 1#t56
&#t a$2 t"e cm3an5 a$2 "a7e mi22e1 t"e 33rt#nit5
t ta3 t"e e83rt !rien1$5 mar0et 2et #3 in In1ia.
,rm t"e $e7e$2 ! 2trateg56 BUSINESS STRATE+% !it2
SKODA AUTO INDIA LTD6 a2 S01a i2 a m#$tinatina$
cr3ratin it "a2 3r1#ctin !aci$itie2 an1 3re2ence in
$arge n#m&er B#2ine22 #nit2 in 4r$1 mar0et2
&e$nging t a 3artic#$ar c#ntr5 i.e. S01a In1ia6
S01a c"ina etc 4"ic" are cnnecte1 t t"e 3arent
cm3an5. *ere t"e "ea1 ! t"e BU 1eci1e2 t"e
2trategie2 an1 2te3 nee1 t &e ta0en !r t"e cm3an5
gr4t" an1 2mt" 3eratin.
In &#2ine22 2trateg5 S01a In1ia i2 Cm3etiti7e
Strateg5 252tem a2 it i2 cm3eting 4it" t"er 3remier
car man#!act#rer2 $i0e *n1a an1 T5ta.
S01a In1ia i2 tr5ing t &ring 14n t"e c2t ! 7e"ic$e2
man#!act#re1 &5 $ca$$5 man#!act#ring cm3nent2 !
t"e 7e"ic$e "ence e7a1ing !rm 3a5ing "ea75 ta8e2 n
1irect im3rt2.
Cm3etiti7e 3ricing "a2 a$2 &een a "an1 &e"in1
S01aE2 "#ge 2#cce226 t"eir 3rice "a2 &een &e$4 t"e
3rice ! t"eir cm3etitr2 an1 4it" 2$i1 &#i$t an1
D#a$it56 S01a "a2 &een tri#m3"ing in In1ian 3remier
2egment mar0et.
KE% STEP TO-ARDS BUSINESS STRATE+% IS-OT
ANAL%SISJ


Strengt"
-ea0ne22
Bran1 image
E2ta&$i2"e1
1i2tri&#tin
,#e$ e!!icient
engine2
B#i$t D#a$it5
*ig" re2a$e
7a$#e
A17ance1
tec"n$g5
Pric5 23are
3art2
Petr$ 7er2in2
car nt 2#cce22
Cm3$aint2 !
en-et"ica$
3ractice 1#ring
A.S.S
*ig" im3rt
1#t5 $e7e$e1 n
im3rting
cm3nent2
Increa2e PP !
3e3$e
Premi#m
2egment gr4t"
&5 )K>
L4er $e7e$ !
t"reat2 !rm
In1ian
cm3anie2
Ta8 incenti7e2
T"reat2 !rm
ne4 cm3anie2
entering mar0et
T"reat !rm
Cn2tant$5
e7$7ing In1ian
cm3anie2
T"reat2 !rm
cm3etitr2


O33rt#nit5 T"reat2
B.C.+ matri8
Star2
S01a La#ra (.?TDi
S01a ,a&ia (.K TDi
S01a ,a&ia (.; 3etr$
P#e2tin mar0
S01a La#ra (.< TSi
S01a La#ra ;.: T1i
S01a S#3er& (.< TSi
Ca2" C42
S01a Octa7ia (.? t1i
S01a 2#3er& (.? t1i
Dg2
S01a Octa7ia (.<
3etr$
S01a cm&i
S01a 7RS
S01a 2#3er& ;./ V9
P#e2tin mar02: t"e5 are ne4 3r1#ct2 4it" 3tentia$
!r 2#cce22 &#t t"eir ca2" nee12 are "ig" an1 ca2"
generatin i2 $4. In S01aE2 2ta&$e La#ra (.<t2i6 ;.: t1i
an1 2#3er& (.<t2i "a7e &een intr1#ce1 int In1ian
mar0et. T"e initia$ 2a$e2 are "ig" &#t t"ere 2ti$$ remain2
a D#e2tin mar0 a&#t !#t#re 2a$e2 a!ter t"e "53e 1ie2
14n.
Star2: Star2 are 1e!ine1 &5 "a7ing "ig" mar0et 2"are in
a gr4ing mar0et. Star2 are #2ing $arge am#nt2 !
ca2". Star2 are $ea1er2 in t"e &#2ine22. ,r S01a t"e
"ig"e2t 2e$$er are La#ra (.?TDi an1 ,a&ia6 t"e2e
3r1#ct are t"e neE2 gi7ing "ig"er 3r!it2 t t"e
cm3an5.
Ca2" C42 : Ca2" c42 are in a 32itin ! "ig" mar0et
2"are in a mat#re mar0etN t"e5 are t"e main "r2e
3#$$ing t"e cm3an5 !r4ar1 in t"e 2a$e2 c"art. ,r
S01a Octa7ia remain Ca2" C4 an1 t"e $arge2t 2e$$er
! t"e cm3an5. T"e5 "a7e reac"e1 t"e mat#rit5 2tage
&#t 2ti$$ manage t 2e$$ in t"e mar0et &eca#2e ! it2
7a$#e !r mne5 an1 ea2e ! maintenance.
Dg2: Dg2 "a7e n mar0et 2"are r 7er5 $itt$e mar0et
2"are an1 1e2 nt &ring in m#c" 3r!it t t"e
cm3an56 it i2 e7en cn2i1ere1 a2 $22 ma0ing a22et t
t"e cm3an5. ,r S01a Octa7ia cm&i6 7RS "a2
&ecme DO+ &eca#2e it i2 n$5 1eman1e1 &5 car
ent"#2ia2t2 a2 it i2 3er!rmance &a2e1 car an1 S01a
2#3er& ;./ V9 i2 a$2 a 1g i2 it i2 e83en2i7e an1 "a2
$4 !#e$ ecnm5.
+E matri8
+E i2 an a$ternati7e tec"niD#e #2e1 in 3r1#ct
management t !in1 #t 4"et"er t"e 3r1#ct i2 a 3r!it
ma0ing r $22 ma0ing6 "ence t ma0e a 1eci2in t
cntin#e t in7e2t in t"e 1e7e$3ment ! t"e 3r1#ct.
B#2ine22 Strengt"
Strng Me1i#m
-ea0ne22
*ig"
Me1i#m

L4
In1#2tr5
Attracti7ene22
T"e $ine A an1 #33er ce$$ in1icate 2trng &#2ine22
2trengt" an1 in1#2tr5 attracti7ene22 i.e. ,a&ia6
La#ra (.<T2i A ;.:TDi an1 2#3er& (.< t2i an1 S01a
La#ra (.? TDi.
Line B 2"42 me1i#m 2trengt" in in1#2tr5
attracti7ene22 an1 &#2ine22 2trengt"6 3r1#ct2 are
Octa7ia (.?TDi an1 S#3er& (.?TDi.
,a&ia (.! 6
(.KT1i
La#ra (.?TDi
La#ra (.< t2i6
;.: TDi
S01a 2#3er&
(.< t2i
Octa7ia
(.?TDi
S#3er&
(.?T1i
Octa7ia
Cm&i
Octa7ia 7RS Octa7ia (.<
S01a ;./
V9
Line C 2"4 $4 in1#2tr5 attracti7ene22 an1
&#2ine22 2trengt"6 3r1#ct2 are Octa7ia 7RS6
Octa7ia (.< an1 S01a ;./ V9 an1 Octa7ia Cm&i.
/ Mac0enBie Matri8e2
S!t 20i$$2
*ar1 S0i$$2
*ar1 S0i$$2
Strateg5: T"e &a2ic 2trateg5 ! S01a 4a2 t &ring an
3remi#m 1ie2e$ car2 t t"e In1ian mar0et a$ng 4it"
3etr$6 a2 t"ere 4a2 an a&2ence ! an5 1ie2e$ 3remi#m
car6 t"e n$5 t"er t4 4"ere *n1a ci7ic an1 T5ta
cr$$a. E7en t"#g" S01a $a#nc"e1 3etr$ car2 &#t
t"e5 0ne4 t"at a mre a!!r1a&$e an1 c"ea3 1ie2e$ car
i2 &e"in1 t"eir 2#cce22.
S*ARE
VALUE
SKILLS STRATE+%
STRUCTU
RE
S%STEM ST%LE
STA,,
T"ere 4a2 a ne4 2trateg5 in ;::K6 4"en S01a 1eci1e1
t $a#nc" it2 2#3er "atc"&ac0 T"e S01a ,a&ia an1 it
4a2 an imme1iate 2#cce22.
S01a c#rrent$5 3$an2 t e83an1 t"eir 3re2ence in In1ia
an1 ma0ing In1ia an e83rt "#& !r t"eir car2 &eca#2e
! c"ea3 $a&r an1 ra4 materia$ a7ai$a&i$it5.
Str#ct#re: T"e "ea1 ! t"e B#2ine22 #nit "ea1 ! S01a
In1ia i2 Mr. Jrg M#e$$er 3re2i1ent V- In1ia. V- In1ia i2
1i7i1e1 #3 int K B#2ine22 #nit2 t"2e are
S01a In1ia
V- In1ia
Pr2c"e In1ia
A#1i In1ia
T"e rganiBatina$ 2tr#ct#re !$$4e1 i2 ! Strategic
&#2ine22 #nit.
S52tem: S01a A#tG2 3"i$23"5 ! em3$5ing t"e
$ate2t tec"n$g5 t en2#re t"at #r car2 are &#i$t t
t"e "ig"e2t 2tan1ar1 an1 are a7ai$a&$e at attracti7e
3rice2 "a2 a $ng tra1itin. T"i2 cmmitment a$2
e8ten12 t t"e &e2t D#a$it56 t"e &e2t 2er7ice2 A t"e
cncern !r en7irnment. A2 3art ! t"i2 cmmitment6
S01a A#t !!er2 t"e rmie2t car2 in t"eir c$a226
3r7i1ing $#8#r56 7a$#e !r mne5 A 3e3$e riente1
tec"n$g5.
S!t S0i$$2
Sta!!: S01a A#t i2 ma0ing an e!!rt t create 2#c" a
4r0ing en7irnment6 4"ic" 2#33rt2 mti7atin6 "ig"
3er!rmance an1 creati7it5 ! t"e em3$5ee2 4"i$e
re23ecting t"eir in1i7i1#a$it5 an1 7ar5ing nee12. T"i2
a33rac" a$2 "a2 2#33rt at a$$-cncern $e7e$.
Practica$ cn2eD#ence2 are 2#&2eD#ent$5 a33$ie1 in t"e
in1i7i1#a$ area26 regar1$e22 ! 4"et"er t"i2 cncern2
*R 3$ic56 4r0ing en7irnment6 4r0ing 2a!et56
3rtectin ! t"e "ea$t" ! em3$5ee26 e1#catin an1
3er2na$ 1e7e$3ment ! em3$5ee2 r 3r7i1e1 2cia$
2er7ice2
S"are1 7a$#e: A 7a$#e ! t"e cm3an5 t"at g#i1e2 t"e
em3$5ee t4ar12 7a$#e &e"a7ir. S01a A#tG2 7a$#e
! ma0ing t"e en7irnment !rien1$5 car26 &e2t &#i$t
D#a$it56 7a$#e !r mne56 3r7i1ing $#8#r56 A 3e3$e
riente1 tec"n$g5.
S0i$$2: T 3r1#ce 7ari#2 car m1e$26 S01a "a7e &#i$t
ne4 man#!act#ring !aci$itie2 an1 eD#i33e1 t"em 4it"
t"e m2t a17ance1 tec"n$g5 a7ai$a&$e t a#tm&i$e
man#!act#rer2 4r$14i1e. S01aE2 em3$5ee2 are a$2
$ea1ing 23ecia$i2t2 in t"eir !ie$12.
OrganiBatina$ 2tr#ct#re
Pre2i1ent V- gr#3 In1ia
MD S01a MD Pr2c"e MD V-
MD A#1i
*R ,N PR MKT
T53e2 ! Strategie2
Integratin 2trateg5
Bac04ar1 Integratin 2trateg5 !it2 S01a In1ia &e2t
&eca#2e6 initia$$5 S01a #2e t im3rt t"e car2 in
Cm3$ete 0nc0e1 14n Kit2 ICKDJ an1 4#$1
a22em&$e it in In1ia6 n4 S01a "a2 2tarte1
man#!act#ring cm3nent2 $ca$$5 t &#i$1 t"eir car2.
Inten2i7e Strateg5
Mar0et Penetratin !it2 S01a t"e &e2t &eca#2e a2 4e
"a7e 2een 2ince t"eir $a#nc" t"e5 3$ace t"eir 3r1#ct2
3rice 7er5 $4 !rm t"eir cm3etitr26 "ence catc"ing
t"e attentin ! &#5er2.
Di7er2i!icatin 2trateg5
Cncentric Di7er2i!icatin: S01a In1ia a$2 "a2 2tarte1
t 3r1#ce A#1i6 Pr2c"e an1 V- car2 in t"eir
man#!act#ring 3$ant a3art !rm man#!act#ring S01aE2.
De!en2i7e Strateg5
Ptter +eneric Strateg5
,c#2: T"e Cm3an5E2 main !c#2 2ince t"eir $a#nc" t
retain it2 23t i2 t cncentrate n "ig"$5 !#e$ e!!icient
1ie2e$ car2 4"ic" "a7e create1 an im3act in t"e
3remi#m 2egment car2.
Ke5 Ste3 t4ar12 Strategic P$anning
Vi2in: S01a A#t i2 a &ran1 0n4n !r it2 $i!e2t5$e
7a$#e6 !!ering re$ia&i$it5 an1 E#r3ean &#i$1 D#a$it5
4it" a cn2tant En1ea7#r t intr1#ce m1ern
tec"n$gie2. T"e 7i2in ! t"e cm3an5 i2 2$ate1 &5
t"e 2$gan &e$4: -
/an need' an automobile a' (ell a' the nature
0echnolo%+ $ocu'ed on 'a$et+ and environment
/odern en%ineerin%
Mi22in: t 1e7e$3 a &ran1 name an1 &ran1 !$$4ing6
t 2et #3 2tan1ar12 in 3r1#ctin an1 t &e an e8am3$e
! a#tm&i$e man#!act#ring in In1ia.
O&'ecti7e2: t"e cm3an5E2 &'ecti7e i2 t ma0e In1ia
t"eir g$&a$ 3r1#ctin !actr5 !rm 4"ere t"e5 can
e83rt t"eir 3r1#ct2 t t"e 4r$1. -it"in t"e c#ntr5
t"e5 4ant t &e t"e $ea1ing 3remi#m a#tm&i$e
man#!act#rer in In1ia.
Va$#e1 S01a A#t 3"i$23"5 ! em3$5ing t"e $ate2t
tec"n$g5 t en2#re t"at #r car2 are &#i$t t t"e
"ig"e2t 2tan1ar1 an1 are a7ai$a&$e at attracti7e 3rice2
"a2 a $ng tra1itin.
+a$2: S01a 7i2in i2 t &e t"e $ea1ing 3remi#m
a#tm&i$e M,+ in In1ia6 c#2tmer 2ati2!actin6 V,M
3r1#ct2.
C#2tmer2 "a7e re23n1e1 t t"eir 3r1#ct2 in t"e
!$$4ing 4a5
(2t in Sa$e2 2ati2!actin in1e8 ;::/
GM2t Tec"n$gica$$5 A17ance1 CarG
GE8ec#ti7e Car ! t"e %earG
GN,O Vice ! c#2tmerG
GBe2t entr5 $#8#r5 carG

Strateg5: T"e c#rrent 2trategie2 im3$emente1 are
Create ne4 mar0et !r 2ma$$ car2
Mar0et 3enetratin 4it" 1r33ing 3rice2
T increa2e Lca$ 3r1#ctin 3ercentage !
cm3nent2 !rm =:> t /=>
Strate%ic /ana%ement Proce''
Strate%ic /ana%ement Proce''
Strate%ic Strate%ic
Strate%ic Evaluation
2ormulation Implementation 3
Control
Strateg5 !rm#$atin: a!ter ,raming mi22in2 an1
&'ecti7e2 an1 S-OT ana$52i26 S01a In1ia "a2 4r0e1
n a 3$an t ta3 t"e L4er "atc"&ac0 2egment ! t"e
mar0et.
Ne42: Skoda India, a part of the Volkswagen Group, is changing tack
and one could soon see new cheaper small cars on Indian roads. Next
week, the Skoda India management would be in the company's
headuarters in !urope to discuss the nitty gritty of the new small
car, as well as a way forward in India, where Skoda is number nine
among car manufacturers.

Strateg5 im3$ementatin: it 4i$$ &e 14n in mi1 ;::?
4"en t"e c#rrent man#!act#ring 3$ant 4i$$ &e e83an1e1
t !aci$itate t"e ne4 3r1#ctin $ine.
Cnc$#2in: !$$4ing i2 t"e cnc$#2in a&#t S01a
In1ia
T"e5 ma0e rc0 2$i1 car2 an1 !#e$ e!!icient car2 4"ic"
t"e c#2tmer 1e2ire !r an1 !r t"i2 t"e 2a$e2 23ea0 !r
t"em 2e$7e2
In ;::9 an1 ;::/6 S01a In1ia "a2 recei7e1 a 23ate !
a4ar12 4"ic" "a2 &een remar0a&$e in term2 !
ac"ie7ement2 $i0e J D PO-ER ASIA PACI,IC A-ARDS
,OR ;::/ !r &eing ran0e1 1't in Sale' 'ati'$action
inde4 !""5
S01a In1ia a$2 ac"ie7e1 t"e 60CS a(ard6 in mi1 2iBe
3remi#m 2egment again2t *n1a Ci7ic in ;::9 a$ng
4it" 6/o't 0echnolo%icall+ Advanced Car6 !r
Skoda Laura7 68e't &ariant6 !r Skoda Superb
T#r& Die2e$ !rm CNBC-TV(< AUTOCAR AUTO A-ARDS
;::9
6E4ecutive Car o$ the 9ear6 !rm NDTV PRO,IT CAR
INDIA A-ARDS ;::96 an1 6Auto tech o$ the 9ear6
!rm OVERDRIVE ;::96 &t" a4ar12 !r S01a La#ra
Recmmen1atin
T"eir c#rrent 2trategie2 in P$ace ta0e2 care ! m2t !
t"e recmmen1atin I "a1 in min1 &#t !e4 4"ic"
"a7enEt &een a11re22e1 are
*ig" $a&r c2t 1#ring A.S.S i2 "ea75 n c#2tmer2
nee12 t &e &r#g"t 14n
Re$ia&i$it5 3r&$em ! S01a S#3er& a2 t"e a17ance1
engine cannt 1ea$ 4it" #r !#e$ D#a$it5
Unet"ica$ acti7itie2 ging 4it" 1ea$er an1 Ser7ice
centreE2 $i0e c"anging rigina$ 3art2 4it" 1#3$icate
nce6 "ence 1ea$er2 an1 2er7ice centre "a7e t &e
in23ecte1 &5 t"e cm3an5
*ig" 3rice n 23are 3art2 nee1 t &e &r#g"t 14n
T"e2e are a !e4 recmmen1atin gi7en &5 me6 t"e2e
are t"e !e4 3r&$em2 I !ee$ nee12 t &e a11re22e1 &5
t"e cm3an5 !r &etter c#2tmer 2er7ice.