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Communication of the FormFactory fitness center with customers at branches in Prague
Vybíralová, Tereza ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Communication of the FormFactory fitness centre with costumers at branches in Prague Objectives: The main objective of this thesis is to create a proposition on how to improve communication with customers in branches of Form Factory fitness center. In order to make a solid proposition on how to improve the communication in different branches, it is essential to gather enough information concerning the current state of communication with customers and how it is perceived by customers themselves. Methods: In this master thesis, it has been applied a quantitative method of data collection in form of the electronic questionnaire. The questionnaire was then enhanced by the method of direct observation. Results: The deficiencies have been identified in communication with customers in branches of Form factory fitness centers. These deficiencies were described in a result chapter of this thesis and then recommendations were made to discontinue these issues. Keywords: services, marketing communication, fitness, questionnaire survey, observation
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Factors influencing the management of a selected floorball club
Marušíková, Klára ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Factors influencing the management of a selected floorball club Objectives: The main aim of the thesis is to reveal the key factors that influence the management of the floorball club TJ Znojmo LAUFEN CZ by means of internal and external analysis. Methods: The research included internal environment analysis, PEST analysis, Porter's 5 forces model and SWOT analysis. Data from document analysis and interviews were used to compile the analyses. The results from these analyses were summarized and evaluated in a SWOT analysis, which resulted in a strategy that was used to set a set of objectives. Results: The most important factors that showed up in the analysis were the club's good relations with sponsors, the option to use the city's sports hall, the departure of players and the lack of training facilities. The most likely and most promising opportunities include the possibility of obtaining subsidies for a new hall through increased funding from the city or sponsors that would enable the club to meet the requirements for using the NSA grant program. What threatens the club is an increase in substitutes and competition. So far, however, this does not affect the club and so is not one of the issues on which, the club management should somehow change their long term planning. Keywords: strategic...
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Survey of purchasing behaviour and preferences of Czech ice hockey goalies on the ice hockey goalie equipment market
Habart, Jan ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Survey of purchasing behaviour and preferences of Czech ice hockey goalies on the ice hockey goalie equipment market Objectives: The main objective of this work is to identify and describe the buying behaviour and preferences of Czech pure amateur hockey goalies on the hockey goalie gloves market. Other objectives were: to identify the factors that are crucial in the purchase of goalie gloves and that influence goalies the most, to find out the usual places of purchase of goalie gloves, the most used brands of goalie gloves among "hobby" goalies and the loyalty of these goalies to the brand of goalie gloves. The final objective is to identify the price sensitivity of "hobby" goalkeepers in their purchases. Methods: In our thesis, we used a combination of quantitative and qualitative research methods. The quantitative method represented by a questionnaire survey was used to obtain a large amount of data (195 responses received in total), which was then compared with the responses of three interviews representing the qualitative method. The interviews were used to obtain more developed and accurate answers on the subject matter. Results: The results of the questionnaires and interviews showed that hockey "hobby" goalies are most concerned about the functionality of the goalie gloves, and they...
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Fans Perception of the brand equity of the HC Sparta Praha
Tománek, Dominik ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Fans' perception of the brand equity of the HC Sparta Praha Objectives: The primary aim of this thesis is to find out how the fans of HC Sparta Prague perceive the equity of this brand. The research will be conducted on the basis of quantitative research, which will be carried out specifically by means of electronic questioning. Methods: The thesis itself is based on theoretical knowledge related to the given topic, specifically the topic of brand equity, and to determine the perception of the brand value of HC Sparta Praha is used marketing research based on quantitative method of questioning, specifically electronic questioning. Results: The results of the research show that the fans of HC Sparta Prague are overwhelmingly men, a large part of whom have supported the club for more than 10 years. This group of fans is very loyal to the club, which is reflected in their frequent attendance at HC Sparta Praha home games, the purchase of merchandising items, and last but not least, the fact that being a fan of HC Sparta Praha is the most important reason for them to attend HC Sparta Praha home games. On the other hand, according to the results, the biggest current problem of HC Sparta Prague seems to be building its new younger fan base. Key words: brand equity, image, loyalty, merchandising,...
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Sponsors' perception of canoe slalom
Chaloupka, Václav ; Bačáková, Radka (advisor) ; Voráček, Josef (referee)
Title: Sponsors' perception of canoe slalom Objectives: The aim of this thesis is to find out how Czech companies approach sports sponsorship. Another aim is addressing the reasons why canoe slalom still lacks the adequate level of popularity among Czech society in comparison to other minority sports. Based on the data from our research, I will suggest a new marketing campaign for the Czech canoe union in order to support the increasing popularity of this sport. Methods: The main method used in this thesis was a quantitative method, specifically a survey across Czech companies. Data from our research will be analyzed and used in creating a new marketing strategy. Results: We have found out that companies prefer to sponsor mostly individuals followed by sports teams and clubs. Also, they mostly sponsor mass sports. Canoe slalom should build its promotion strategy upon the best individual athletes, who are already well-known to increase its popularity. Key words: Marketing, marketing strategy, popularity, campaign, canoeing
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The effect of athletes in the marketing communication of companies on consumers of the Z generation
Skrbek, Matěj ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: The effect of athletes in the marketing communication of companies on consumers of the Z generation Objectives: The main objective of the bachelor thesis is to find out through focus groups whether athletes appearing in companies' marketing communications influence the purchasing decision process of Generation Z consumers and if so, to what extent. Methods: The qualitative method of focus groups was used in this study. The scenario for these focus groups was developed based on operationalization and literature search. Data analysis was conducted using a summarizing protocol and then the grounded theory method was used to create a model of the effect of athletes in corporate marketing communications on Generation Z consumers. Results: Athletes in marketing communication have a positive effect on the credibility of the entire message, as well as on promoting brand loyalty and building product awareness among Generation Z representatives. However, this effect varies from one Generation Z to another, as they are demanding consumers who require originality and an individual approach. Companies must therefore choose the appropriate form of communication to reach as many Generation Z consumers as possible. Keywords: marketing, generation Z, sports celebrities, buying behaviour, celebrity endorsement
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Rebranding of a selected sports company.
Šedý, Jan ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Rebranding of a selected sports company Objectives: The work's objective is to develop a partial rebranding of Flyboard.cz company. Methods: Qualitative research methods were used in this thesis. More precisely, in-depth interviews with the owner of the company, Mr. Filip Mentzl and the managing director of the company, Mr. Štefun Hornik were utilized. Furthermore, an analysis of internal documents, existing elements of Flyboard.cz and all communication channels of the company and its main competitors on the water sports market was conducted. Results: The result of this thesis is a partial rebranding of Flyboard.cz and its main communication channels. These include the website and social networks Facebook and Instagram. Keywords: adrenaline sports, website, identity, brand, digital marketing, online marketing, branding
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Rebranding of the sport clubs in the Czech Republic
Chládek, Filip ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Rebranding of the sport clubs in the Czech Republic Objectives: The aim of the work is to draw up recommendations for clubs planning rebranding. The recommendations will be drawn up on the basis of an analysis of the rebranding of the clubs examined - AC Sparta Praha and HC Dynamo Pardubice. The analysis is focused on how the clubs AC Sparta Praha and HC Dynamo Pardubice exploited the potential of rebranding. Methods: Methods of qualitative research were used in this work. The method of in-depth interview in the form of a semi-structured interview was used to find out information on brand changes of the clubs studied. The method of case studies was used for a more detailed overview of the topic of rebranding. The case studies of rebranding of foreign clubs were used in this work. The case studies of the clubs studied were also created. Another method was the analysis of documents, which ensured the reliability and validity of information on the topic of rebranding. The last method was the discussion in the focus group with experts and fans. This method was used to gain a better understanding of the issue, to gain further information and different attitudes, views and opinions on rebranding. The findings of the discussion were used to make final recommendations. Results: As part of the...
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Marketing research comparing fitness centers in Sedlčany
Procházka, Martin ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Ttitle: Marketing research comparing fitness centers in Sedlčany Objectives: The aim of this bachelor's thesis is to use quantitative research to find out the preferences of customers in two selected fitness centers in Sedlčany. the next task is to propose a series of recommendations for fitness center owners, based on the knowledge obtained in this way, which would lead to an increase in the satisfaction of the customers of these fitness centers. Method: In this bachelor's thesis, the questionnaire survey method was used. Specifically, it was a quantitative research that took place through an electronic questionnaire. This work will draw on both primary and secondary data. Primary data was obtained using an electronic questionnaire, which was conducted with visitors to the fitness centers PeVan Gym and Vltavan sport. Results: The result of the work is the identification of the preferences of the customers of the investigated fitness centers, on the basis of which a recommendation for the future development of the given fitness centers was subsequently created. The most important preference for choosing a fitness center is the quality of the machines. Furthermore, when choosing a fitness center, respondents pay the most attention to the location of the equipment. Respondents cited recommendations...
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Social media marketing trends and their use in creating an advertising campaign for the brand Czech Surfers
Veselka, Dominik ; Crossan, William Morea (advisor) ; Voráček, Josef (referee)
Title: Social media marketing trends and their use in creating an advertising campaign for the brand Czech Surfers Objectives: The aim of this thesis is to identify current social media marketing trends through the analysis of secondary data and then describe these trends in more detail so that they can be used in the creation of the advertising campaign Czech Surfers. Methods: To identify these social media marketing trends, the work uses content analysis of 40 papers. These papers are evenly distributed across the research period from January 2020 to November 2021. The following studies and broader trend specifications are conducted in a case study, which describes the 12 most important social media marketing trends in more detail. Results: The results of the research show that the 12 trends identified are highly interconnected. At the same time, it turned out (with two exceptions) the defined trends are applicable to all social media platforms examined, such as Facebook, Instagram, Twitter, and TikTok. In the process of creating an advertising campaign plan, its SMART goals were set, the strategy was defined, and the specific implementation of the identified trends into the environment of Czech Surfers social media profiles was carried out. It all ends up with a content posting plan for the...
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