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Welcome to our support website for the business case series “Skoda Auto" (A) & (B).

Read inspection copies of the part A and part B.


Skoda Auto had a serious brand image problem: most people in UK think of “Skoda” as the generic name for anything that is of the worst possible quality. How should Skoda launch its new car model, Fabia, and turnaround this image so that more people would consider a Skoda for their next purchase ?


Teaching objectives

The case is ideal for demonstrating the process of rebuilding a weak brand, with a negative image. This process requires the involvement of all the elements of marketing, targeting, positioning, and the marketing mix. Consequently, the case is suitable for an introductory marketing class, as well as for electives on branding and advertising.


How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.