Identifikace cílové skupiny činohry Národního divadla moravskoslezského

Abstract

The diploma thesis focuses on identification of the target group of Drama of the National Moravian-Silesian Theatre. The main aim of the research was to discover the visit rate of Drama of the National Moravian-Silesian Theatre and to divide the visitors into separate segments of the market. Based on this division the target groups, which the Drama of the National Moravian-Silesian Theatre should focus on in their marketing communication, were identified. The theoretical bases of the market segmentation are described in the first part. The second part focuses on the characteristics of the National Moravian-Silesian Theatre with focus on its Drama. The third practical part is dedicated to the description of the methodology of data collection and analysis of the visitors of the Drama of the National Moravian-Silesian Theatre. Recommendations and suggestions based on the findings are proposed in the last part.