The main objective of my thesis was to carry out a automotive market segmentation.I have chosen the company ´Autocentrum Šmucler´, Ltd., as the object of my thesis. This firm deals with sale of new cars and also second-hand vehicles.I have devided my writing into a theoretical and practical part. In the theoretical part the meaning of the word ´marketing´, ´market´ and ´car market´ is explained, then everything concerning market segmentation in the concrete {--} its process, its procedure, its reason, its type, its effective criterions, market targeting and searching of a position in the market.In the practical part the automotive market segmentation is carry out. I have made a marketing research, in this case by the questionary survey. I have got all informations needed for each segment characteristics by the research.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:49386 |
| Date | January 2008 |
| Creators | BUREŠOVÁ, Hana |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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