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Marketing strategy of development of the company MARINE SPORT
Valúch, Viliam ; Janák, Vladimír (advisor) ; Pecinová, Markéta (referee)
Title: Marketing strategy of development of the company MARINE SPORT Objectives: The main objective of the diploma thesis is prepared a strategic marketing plan based on theoretical assumptions and acquired data and analysis. The marketing plan and key marketing strategy should improve marketing situation and position in the czech market of the company. Methods: The practical part of thesis includes various analyzes that provide information about marketing situation. It's used Porter's model of five forces, marketing mix and PEST analysis of external macro-environment of company. Analysis of market is focused on competitiveness and its intensity. All these analyzes form main data for the final SWOT analysis that is processed as a plus-minus matrix. The aim of this matrix is marketing strategies for the company. Results: The result of the diploma thesis was selected the best marketing strategy and deducted proposals and measures how to improve the functioning of the company in the czech market. Key words: marketing strategy, company, situation analysis, SWOT analysis
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Pilsner Urquell sponsorship of Czech ice hockey national team
Šenkárčin, Jakub ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Pilsner Urquell sponsorship of Czech ice hockey national team The Objective of the Thesis: The goal of this thesis is to create a comprehensive proposal of partnership activities between Pilsner Urquell and the Czech national ice hockey team for the 2016/2017 season. The conclusions and recommendations of this thesis are based on a thorough analysis of the same partnership in the 2014/2015 season within the frame of ICE HOCKEY campaign. Method: There were multiple methods of qualitative analysis used in the research section of the thesis. The relationship between both the sport association and Pilsner Urquell was analysed using a case study, document analysis and direct observation, with communication campaign as well. The data collection process was facilitated by a structured interview with the marketing department of both sides. Results of the thesis: The outcome of this thesis is a comprehensive proposal of a PR campaign for the 2016/2017 ice hockey season. The proposal includes concrete communication measures and initiatives that establish the partnership between the Czech National Ice Hockey Team and the Pilsner Urquell company. All individual initiatives are described in terms of their mission in the context of the overall partnership, the steps required to their realization, and...
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Satisfaction Members of CZ Golf Club with Services of Golf Resort Písek Center
Cibulka, Karel ; Janák, Vladimír (advisor) ; Šíma, Jan (referee)
6 ABSTRACT Title: Satisfaction Members of CZ Golf Club with Services of Golf Resort Písek Centre Objectives: This thesis explores the extent of satisfaction members of Golf Resort Písek Centre with provided services. The extent of satisfaction was determined by an opinion poll where the members evaluated the perceived quality of services and the quality of services which they would expect at an "excellent" golf resort. Questionnaire was compiled according to a research which considered the most significant elements that should be implicit for each golf resort. The acquired findings allowed assessing the quality of services at Golf Resort Písek Centre. Given the assessment some recommendations are suggested, which should increase the quality of services at the resort and consequently the higher satisfaction of its members. Methods: The survey of the quality of services was performed using the designed questionnaire, which was inspired by SERVQUAL method. Therefore, it compares the quality of the services at an "excellent" golf resort with perceived quality of services at Golf Resort Písek Centre. The created questionnaire was designed according to the analysis of an opinion poll, where the importance of particular features was determined. The most important features were used in the main questionnaire which...
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Analysis of custumer satisfaction in the leisure center
Jeřábek, Jiří ; Šíma, Jan (advisor) ; Janák, Vladimír (referee)
Title: Analysis of customer satisfaction in the leisure center. Objectives: This thesis is focused on leisure center Offpark. The main goal of this thesis is to find out satisfaction or dissatisfaction with the service in the leisure center. Offpark offer for its customer leisure activities - services which the thesis analyze and improve their individual aspects. The thesis compares the expected and the real value of individual aspects. This comparison will help deduce possible changes to improve the quality of services by major deficiency. The supporting aim is analyzing the thoughts and opinions of staff and a comparison with the ideas and opinions of real visitors. This comparison should discover distinction in opinions and views of visitors and instructors. The resulting differences in these two groups showed differences in understanding of the situation made by the visitors and the instructors, which was in some cases fundamental distinction. Method: A survey of service quality was investigated by using Servqual questionnaire, which was distributed by e-mail address database of visitors leisure center Offpark. The research was carried out at the end of season 2012, when the research was presented to visitors as a tool to improve the quality of service to the next year. The basic idea of this...
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Corporate identity of TK Most
Čechová, Karolína ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Corporate Identity of TK Most Objectives: The objective of this work is to create the list of recommendations that lead to improvement of corporate identity of TK Most. Methods: Method of non-structured interviews with players of the club, SWOT analysis. dates analysis and participant observation made by myself were used for corporate identity analysis and subsequently proposed recommendations. Results: It was revealed that corporate identity of TK Most has a couple of weaknesses. It negatively influences image of the club in eyes of players. Respondents agreed on three main areas that are essential for improvement of corporate identity of the club. Those factors are communication, organization and club facilities. As a solution, there was made a complex project of recommendations focusing on individual parts of corporate identity. Keywords: tennis, corporate identity, corporate design, corporate communication, corporate culture, corporate product, corporate image
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Short-term loyalty program at the filling stations OMV Czech Republic
Vaňous, Marek ; Janák, Vladimír (advisor) ; Štědroň, Bohumír (referee)
Title: Short-term loyalty program at the filling station OMV Czech republic Goals: In general terms to present loyalty programs, which have become a necessary part of many companies in the last years. These companies struggle with the competitors, they try to keep their customers and also to get new ones. The goal is to clarify making of the loyalty program and describe the steps and methods which are associated with the creation together with the introduction of loyalty programs. Another aim of this thesis is to introduce OMV company and its short-term loyalty program, which was taking place at the OMV Czech republic filling station at the turn of year 2012 and 2013. Based on the interviews and SWOT analysis certain improvements have been proposed. Method: For the theoretical background were used studies of specialized literature from marketing and economics. For the final recommendation were used method interview and SWOT analysis. Results: We have introduced the important procedures and methods which are used in creating of loyalty programs. Subsequently, we have analyzed specific loyalty program LIORA, in which we have found several positive and negative aspects. We have also approached the possible threats, which may arise during similar activities. All these knowledge can be applied to the...
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Monitoring circumstances for youth ice hockey in selected hockey clubs in smaller towns
Kobzová, Tereza ; Kovář, Karel (advisor) ; Janák, Vladimír (referee)
Title: Monitoring circumstances for yourth ice hockey in selected hockey clubs in smaller towns Purpose: Main aim of diploma tesis is to decribe situation in selected ice hockey clubs in Czech republic. Visited clubs were choosen by small numbers of members in youth categories of ice hockey players. Huge effort of the diploma tesis is detect causes unsatisfactory situation in clubs and suggest the best solutions to expansion and development youth membership. Methods: Survey is based on depth and sturctured interviews with the expert guidance of the clubs and the mayors of the cities. Next method used in diploma tesis is utilized content data analysis. Thanks to using these two methods was formed qualitative research, which was summarized and described in 18 case studies. Results: Both methods are qualitatively processed in case studies. There are carefully and accuratelly reasons of decreasing youth membership in ice hockey clubs. There is also decribed way of solution. Collected data include envely research and results could be aplicated to the whole territory of Czech republic. Keywords: ice ring, sports facilities service, funding clubs, membership development
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Security and safety at Football Stadiums
Pail, Čestmír ; Janák, Vladimír (advisor) ; Čermák, Jiří (referee)
SECURITY AND SAFETY ON FOOTBALL STADIUMS This thesis deals with the safety of the Czech firstleague stadiums. The theoretical part describes how security was ensured in the history of Czech Football League and also defines main manifestations o hooliganism during matches in this league. It also includes faces of agression of football fan. The main purpose of this thesis is to describe the organization of safety and security in Czech football today. Especially it tries to determine a suitable model according to which one could achieve sufficient security of football matches in the most effective and appropriate manner. Keywords: Security, Football, Stadium, Violence and Agression, Audience
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Customer satisfaction with the service of the store Sportex.cz
Kubátová, Lucie ; Šíma, Jan (advisor) ; Janák, Vladimír (referee)
Title: Customer satisfaction with the service of the store Sportex.cz Leader: Mgr. Jan Šíma Objectives: The aim of this work is to use the survey to find out the customer satisfaction with the service of the sports store Sportex.cz. Furthermore, based on the results of questionnaires, to propose new solutions and the arrangement for the existing sports shop Sportex.cz. If the customers are satisfied with the purchase, they will visit this store for further purchases in the future again. Methods: Quantitative research using electronic and written questioning Results: Customers are most satisfied with the service and retail facilities. Assortment is considered to be above average. The weakest aspect appears to be the availability and location of the store. Based on the results, as the main pillar of changes, it was recommended extending the range of the new products, introduce light banner in front of the store, extend the opening hours, buy of the receipt printer and rethink the pricing policy. Keywords: Sports store, staff, store equipment, merchandising
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Popularity of floorball among elementary pupils and high school students in Czech Republic
Čílová, Tereza ; Janák, Vladimír (advisor) ; Ruda, Tomáš (referee)
Title: Popularity of floorball among elementary pupils and high school students in Czech Republic. Objectives: The main aim of this thesis is determite popularity of floorball among elementary pupils and high school students. Secondary aims include an overview awareness of public about floorball and transcribe evolution of this sport in Czech republic. Methods: It was use the method of quantitative marketing research. The electronic polling was used for acquaring primary data. The work also includes an analysis of secondary data using linear regression. Results: It was found through research current situation floorball at Czech school children. Data are for better orientation in tables and graphs and then data are commented. Overall we can say that floorball is popular among students and floorball is included into the lessons of physical education. A large number of young athletes involved in school competitions of they are registrad player of floorball. The bigges impact comes from the elementary schoool. Keywords: floorball, students, popularity of sport
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