The final work deals with the problems of positioning in the market. Positioning in the market companies seek to gain an impression in the minds of consumers and the characteristics of the product or service compared to the impression on the products of competitors. The rapid development of new technologies of production and application of computers in the design and manufacturing process allow different ways of presenting a new product on the market that includes it’s acceptance. Companies must develop a good strategy for positioning, select the target segments and analyze good competitors. In addition, companies in the market reveal different needs and user groups, or targeted to those needs and groups can meet in the best possible way, and after that it’s offer positioned so that the market recognizes this special offer and the reputation of the company. Creating attractive position of the product requires a penetrating understanding of the needs and desires of customers, the ability of enterprises and competitive activities. Although the successful positioning in the market seem difficult, company Samoborček Ltd. proves that it 29 is not impossible, because it is disciplined and continuous work, and thinking creatively managed to build a unique position in the market. The company is proud that for years have their loyal passengers, who recognized first of all quality and safety of the journey, but the company still strives to maintain good relations with its constant, and new passengers.