Analýza požadavků zákazníků na trhu nákladních vozidel

Abstract

This thesis is focused on finding out and analyzing customer requirements on business to business market for trucks. The research is for a company Tatra Kopřivnice, which entered on the market with a new vehicle Phoenix.

The theoretical part describes Tatra company‘s profile, its history, current development and product portfolio. Next section is focused on the theory of customer‘s satisfaction. I tried to explain customers’ specifics on the business market.

The practical part presents marketing research, which was conducted through a questionnaire survey. The aim of research is to determine customers’ satisfaction with the use of a vehicle Phoenix, to determine customers’ requirements and their suggestions for improvement. The research findings, recommendations and proposals for contracting authorities are created in collaboration with the marketing department of the company Tatra.