The purpose of this thesis was to research Sandvik’s and the competitions current underground hard rock hoisting truck market position, and to get an in-depth understanding of the underground hard rock hoisting business in its entirety. To begin, research was conducted on all commonly used underground hoisting methods, giving working examples of each commonly used method and investigating the advantages and disadvantages associated with each method looking at mining trends and future mining challenges associated with each hoisting method making particular reference to truck hoisting. In addition, this thesis also researched the current and future trends with regards to underground mining, reviewing future metal and mineral consumption and the market drivers associated with these trends. The intended outcome of a mining introduction will be to create a solid foundation of knowledge on the general application of trucks used in underground hard rock mines. Only after conducting such a review on the mining application, will it be possible to conduct a comprehensive and relevant market analysis. Lastly this thesis focused on a truck hoisting market analysis. This analysis reviewed and evaluated Sandvik’s past and present market position with regards to 30 to 60 tonne hoisting trucks. Detailed competitor comparisons were made to compare the main differences and advantages each model has over Sandvik’s current offering. This research also reviewed future sales estimations, competitor identification analysis focusing on advantages and disadvantages, safety comparison and hoisting customer’s future truck needs and focus areas. The results of these investigations are included in this study. A hoisting truck customer survey was also conducted. This survey was customer focused and was answered by personnel currently involved in hard rock mining truck hoisting operations globally. The results of this survey are also documented and the results presented in this paper. The intended outcome of having a truck hoisting market analysis is to review the competition’s strengths and weaknesses and the customer survey is to firstly evaluate potential future market sales, future development focus areas to guarantee future hoisting truck sales (key success factors). To get a customer view on future development and customer needs a customer survey was conducted. The results of this survey should help Sandvik with future hoisting truck development projects. The methodology used in this market analysis, will be based on the model presented by Dr. David Aaker in his book Strategic Market Management, published in 2007[1]. The key topics identified as important research areas by Dr. Aaker are as follows: Market size now and future Market growth rate Market trends Key success factors