Segmentace trhu piva ve vztahu k portfoliu vybrané společnosti

The Master’s thesis deals with understanding of the Czech beer market and consumer attitudes in this market. The goal of this thesis is to find similarities or differences in terms of consumer attitudes and behaviour to uncover the segments which are internally homogeneous and externally heterogeneous. Secondary goal of the thesis is analysis of Molson Coors company portfolio in relation to given segments, identifying opportunities for its portfolio while suggesting of adjustments of strategic activities and marketing orientation of its brands. Theoretical and methodological part of the thesis explains theoretical basis of consumer behaviour, market segmentation process and methods of segmentation. The practical part is focused on the Czech beer market situation and its segmentation. The segmentation is based on Median’s MML-TGI data as well as the primary data from own questionnaire survey with 786 respondents, while using both basic and advanced statistical methods. By combining the results of both data sources, there were eight final segments revealed. Based on the analysis of Molson Coors company portfolio in relation to the revealed segments, its strategic orientation and marketing activities were evaluated and their adjustments were proposed.