Marketinški načrt širitve dejavnosti Gledališke skupine Dobrova

Zuljan, Tina

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Title:	Marketinški načrt širitve dejavnosti Gledališke skupine Dobrova
Authors:	ID Zuljan, Tina (Author) ID Marič, Miha (Mentor) More about this mentor... ID Vukovič, Goran (Comentor)
Files:	VS_Zuljan_Tina_2019.pdf (895,56 KB) MD5: F225AE9B9E4C9E41485D3999DBBC91BF PID: 20.500.12556/dkum/11129458-f3d1-4b9c-a325-0a4f09148e59
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	Gledališka skupina Dobrova obstaja z namenom uresničevanja svojega poslanstva, preko katerega prispeva k razvoju in dostopnosti ljubiteljske gledališke kulture. Omenjeni skupini zaradi skupnih interesov po gledališkem ustvarjanju in druženju svoj prosti čas posvečajo amaterski gledališčniki. Znotraj okvirov omejenih finančnih sredstev skrbijo za ustvarjanje, uprizarjanje in organiziranje gledaliških predstav ter abonmaja. Polna gledališka dvorana in zadovoljno občinstvo, ki se rado vrača v gledališče, predstavljata za gledališko skupino najvišje merilo uspeha in motivacijo za nadaljnje delovanje. Zaznan trend zniževanja števila obiskovalcev gledaliških predstav na Dobrovi ogroža dolgoročno delovanje gledališke skupine in predstavlja glavni motiv za ukrepanje. Brez obiskovalcev gledaliških predstav bi bilo delovanje gledališke skupine brez pomena. Enega možnih ukrepov člani gledališke skupine Dobrova vidijo v širitvi dejavnosti gledališke skupine z uvedbo otroškega abonmaja. Otroci, prebivajoči v občini Dobrova - Polhov Gradec, nimajo možnosti obiskovanja otroškega abonmaja v domačem kraju. Omogočanje zgodnjega stika otrok z gledališčem bi pomenilo nadgradnjo poslanstva gledališke skupine in hkrati pestrejše kulturno dogajanje v občini Dobrova – Polhov Gradec. Raziskava želja, pričakovanj, zanimanja in navad potencialnih obiskovalcev ter izdelava marketinškega načrta za uvedbo nove storitve otroškega abonmaja omogoča ovrednotenje smotrnosti nove storitve in določitev temeljev za njeno lansiranje in kakovostno izvedbo. Zaradi omejenih finančnih sredstev gledališke skupine, konkurence v smislu drugih oblik preživljanja prostega časa, vedno »zahtevnejših« obiskovalcev gledališča, potrebe po inovativnosti, pomanjkanja znanja, časa, angažiranosti prostovoljcev in številčnih deležnikov je načrtovanje pomembno orodje za obstoj in razvoj gledališke skupine Dobrova ter s tem kulturnih vrednot prebivalcev občine in bližnjih okoliških krajev.
Keywords:	marketing, neprofitne organizacije, ljubiteljska kultura, ljubiteljska gledališka skupina, otroški abonma.
Place of publishing:	Maribor
Year of publishing:	2019
PID:	20.500.12556/DKUM-73547
COBISS.SI-ID:	8109843
NUK URN:	URN:SI:UM:DK:RI7JHA5R
Publication date in DKUM:	13.06.2019
Views:	1475
Downloads:	88
Metadata:
Categories:	FOV
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	13.05.2019

Secondary language

Language:	English
Title:	A Marketing services expansion plan of amateur Theatre Group Dobrova
Abstract:	The Dobrova Theatre group was established to fulfil the mission of enhancing and developing the accessibility of amateur theatre culture. The amateur theatre is being run by amateur actors who dedicate their leisure time to the group. Within the boundaries of limited funds and financial resources they produce, perform and organize various plays and also offer season tickets for the theatre. Their benchmark for success and also motivation for continuous efforts and dedication to the group is a full theatre hall and a satisfied audience, who keep returning to their plays. The perceived trend of declining number of the Dobrova Theatre visitors is a major motivator for action as it could endanger the existence of the group. Without their audience the endeavours of the group would be meaningless. As one possible measure of action the group is thinking of introducing children seasonal tickets, since the children of Dobrova-Polhov Gradec municipality do not have any possibilities of attending children plays in their place of residence. Early contact of children with the theatre would be an upgrade of the original theatre group mission and would also provide a more vivid cultural life in the municipality of Dobrova–Polhov Gradec. With a well-structured survey of the wishes, expectancies, interests and habits of potential new visitors, together with a marketing plan for the possible new season tickets, the group intends to evaluate the efficacy of the plan and have good foundation for the launch of their offer and a good execution of their new repertoire of plays for children. Due to limited financial resources of the group, everlasting lack of time and decreasing motivation of the amateur performers and the dedicated individuals combined with other possible leisure activities for the theatre audience, who is becoming increasingly more demanding and require innovation, a well-designed marketing plan is crucial for existence and further development of the Dobrova Theatre group, who nurtures and promotes culture appreciation in the municipality and surrounding villages.
Keywords:	marketing, non-profit organization, amateur culture, amateur theatre group, children season tickets.

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