In the present hypercompetitive market environment of car producers established especially at the developed west european markets is very difficult to gain new customers and increase the market share. The car producing companies have to build and increase customer loyalty to ensure the sustainable growth of market share in the future. One possibility how to improve customer's loyality to brand is to provide the highest standard at both sales and service department and carefully monitor the customer satisfaction. From the satisfaction and performance indicators of the car producing company is possible to construct a mathematical model producing the market share in a given country as an output. Key indikators of customer satisfaction, sales and service and also the macroeconomical data has been used as the inputs for the model. As a target market for my analysis has been chosen Germany. This thesis presents a set of recommendations and proposals, whose implementation should ensure the improvement of the market share of the given brand on german market. The recommendation does not include only the tips for improvement of the key indicators but it also gives the overview of how to make the marketing strategy more efficient using Customer relationship management.

Alors que le contentieux des produits de santé n'a jamais été aussi fourni, l'application du régime spécial de responsabilité du fait des produits défectueux issu de la directive européenne du 25 juillet 1985, entraîne l'émergence d'un certain nombre d'incertitudes qui affectent directement le sort des demandes en réparation. Les incertitudes matérielles ont, pour la plupart reçu un traitement efficace par l'action conjuguée de la jurisprudence et du législateur. Si les outils juridiques traditionnels, tels que les présomptions ou la causalité alternative, ont permis de résoudre une partie non négligeable de ces incertitudes, les juges se sont également attachés à développer des outils nouveaux comme la balance bénéfice/risque ou encore la répartition de l'obligation à la dette selon les parts de marché. Cependant, si le développement de ces outils juridiques, plus adaptés aux spécificités des produits de santé, a permis d'apporter une solution efficace aux incertitudes matérielles, le traitement de l'incertitude scientifique, fondé sur les présomptions du fait de l'homme, n'apporte, toujours pas, de solutions satisfaisantes. L'étude du traitement des incertitudes dans le contentieux des produits de santé défectueux permet d'apprécier les acquis mais également les limites atteintes par l'utilisation de certains outils mis à la disposition des juges et qui se révèlent parfois inadaptés. L'intervention du législateur et la prise en compte des spécificités des produits de santé, permettraient de développer un système d'indemnisation adapté qui interviendrait de façon subsidiaire en cas d'échec de la voie contentieuse. / At a time when healthcare-product litigation is attaining record heights, the implementation into French law of the special liability regime for defective products, which derives from the European Council Directive of 25 July 1985, has led to the emergence of several grey areas of uncertainty which have a direct impact on the outcome of claims for compensation. Areas of material uncertainty have, for the most part, been effectively dealt with through the combined application of case law and the intervention of the legislator. While classic legal tools such as presumption and alternative causality provide a means to resolve a non-negligible part of these uncertainties, judges have also endeavoured to develop new tools, such as risk/utility test and market-share liability. Still, although the development of these legal tools - better suited as they are to the specific features of healthcare products - provide an effective solution to resolving areas of material uncertainty, the treatment of scientific uncertainty, which is based on presumptions of fact, does not always provide satisfactory solutions. The study of the legal treatment of uncertainty in healthcare-product litigation provides a means to assess the benefits but also the limitations of certain tools that are now available to judges but which at times prove inadequate. Intervention on the part of the legislator, while at the same time taking into account the specific features of healthcare products, could lead to the development of a suitable compensation system that could afford relief when litigation fails.

The master’s thesis on the topic “Market analysis and competition on the soft drinks market” describes current situation on the market, its structure with the focus on existing competition, it put the accent on the evaluation of the strategy applied by the strongest undertaking on the market, examines a describes distribution channels and analyse the market demand for products including its estimation of the trend in the future. This thesis results from theoretical resources as are general analysis used for the purpose of the market studies oriented on business sector as well as common environment and its own functioning and the thesis is based on the competitive strategy defined by M.E. Porter. Further the thesis is dealing with data resources and methods of data handling, including data collection, classification, segmentation and its following evaluation. Master´s thesis is the guideline for the market analysis and decisions concerning entering new markets and among others gives the answers to the questions concerned the actual situation on the market and subjects that are operation on the market.