"Mysli globalne, konaj lokalne" pre slovenskych importerov automobilov neplati
"Think Globally, Act Locally" Does Not Apply To Slovak Importers

Summary/Abstract: In the introduction of the study we will focus first of all on defining basic concepts: automotive industry and automotive market. While the denotation of automotive industry includes research, development, production and sale of new motor vehicles and trailers, in broader context also the production of automotive components, official authorized import of motor vehicles and their trading as well as training of professionals for the automotive, supplier and related industries, automotive market involves only trading in motor vehicles and trailers. Further, in the study we remind of the fact that the Law on Road Traffic divides automobiles according to the same design features (e.g. body type, wheelbase, trunk volume) into categories (Category L up to Category V). However, producers determine the character of automobiles before their assignment into classes (Class A up to Class H4), which differ from each other not only by construction features, but also by the extent of the basic equipment and the level of price. Consequently, we distinguish the mass brands of cars and the premium brands of cars. Finally, in the study we draw attention to the official import of personal motor vehicles and their trading by importers in Slovak Republic. We describe tasks of importers and authorized vendors. Following the implementation of marketing activities associated with the brand of vehicles while maintaining the main marketing and communication strategies of the parent company, we interpret partial outcomes of the survey carried out among them.

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