Segmentace českého zákazníka značky BMW a její využití pro optimální cílenou komunikaci

The Master’s thesis on the topic entitled “Segmentation of the Czech Customer of BMW and Its Use for Optimal Targeted Communication” deals with the issue of market segmentation within the product portfolio and market share of the BMW brand (premium cars) in the Czech Republic. The first part of the work comprises a study in the theoretical background of the issue and presents a collection of the most useful forms and aspects of segmentation as relating to the topic. Subsequently, the work focuses on a practical adaptation of the segmentation in question, including the concept of targeted communication. In the final part of the work, the practical adaption is implemented, employing the concept of “common-sense” segmentation based on product ownership, with the presiding goal being to enrich segments defined in this way. The work culminates in the development of a group of selected segments evidencing significant potential within the brand portfolio and market share. To conclude the analysis, key points for communication towards the selected segments are established, and a dynamic segmentation “dashboard” is presented as representing perhaps the greatest practical contribution of the work.