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.

Content of this thesis is proces and structural layout design of subject „SENIORS’ BOARDINGHOUSE“. It’s a wide subject, which south wing is designed as single-storey with cellarage, central subject is two-storeyd without cellarage. Wooden shelters are connected to north and south wing. Architecture has been chosen in order to make a subject evoking calm and positive impression for retirement aged persons living. Roof structure is double-pitched shape with two main skylights. Roof is red coloured and a facade is white. Interior space of subject is designed to satisfy a demands for comfortable living of single persons (one-room flats) as well as retirement aged couples (2+KK flats). Round the subject there are situated further tinier subjects there designed for utilization by seniors, but for those who are still active. Subject is brick, founded on continuous footing and spreading slab. Roof structure is constructed of wooden bearing rafter framework which is, in case of main object, designed with central binding rafter and collar roof in case of north and south wing. Subject is insulated with External Thermal Insulation Composite System, roof is covered by ceramic roof covering in combination with folded sheet metal covering. Main living quarters is situated in first and second above-ground storey of central subject, restaurant with background lie in south wing and wellness available for public as well is situated in north wing. In basement of south wing there is technical background of whole subject situated there as is garage, technical room, service room, bicycle room and storage. Next the kitchen staff background including storages for kitchen lie here.