Postavení značky na trhu nákladních vozidel

Abstract

The main content of the submitted diploma thesis is the analysis of the brand position on the truck market in the Czech Republic. The selected area for research has become Tatra Trucks, which this year celebrates the 100th anniversary of the name of the TATRA brand. It is one of the reasons to explore this important and purely Czech brand with a long tradition in truck production. The main goal of this work was to find out the position of the TATRA brand compared to the competition on the truck market and conducting research to map the overall perception and knowledge of company Tatra Trucks. The partial aim of the research was to find out the customer's perception of certain characteristics of TATRA vehicles and their subsequent satisfaction with vehicles, including factors affecting purchase. The analysis uses data collection methods that are divided into preparatory and implementation phases. To obtain the necessary data, the questionnaire survey method was used in the form of personal questioning with the PAPI technique. Segmentation criteria were used to obtain the respondent structure - personal data about the customer (sex, age, education), nature of the organization (sector, size), location (regions in the Czech Republic) and customer status (current, potential). Based on the collected data, the main competitors were identified and the overall perception of the TATRA brand from the respondent’s perspective was found. The results can be used by Tatra Trucks to better estimate their brand perception, to better define their marketing strategy, or to set goals for improving customer relationships.