Original title: Marketingový mix posilovny Sport Centrum Budokan
Translated title: Marketing mix of fitness Spot Centrum Budokan
Authors: Růžová, Monika ; Procházková, Markéta (advisor) ; Šádek, Milan (referee)
Document type: Master’s theses
Year: 2009
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: [cze] [eng]
Cílem práce je popsat a analyzovat marketingový mix a marketingové aktivity posilovny SPORT CENTRUM BUDOKAN s důrazem na zvýšení atraktivnosti a konkurenceschopnosti, identifikovat případné nedostatky a formulovat soubor doporučení pro majitele posilovny, tj. navrhnout ucelenou marketingovou strategii. Na základě vlastní marketingové analýzy (situační analýza, analýza SWOT, mystery shopping, dotazování, pozorování a benchmarking) jsem navrhla marketingovou strategii, díky které bude dosaženo stanoveného cíle. The aim of this work is to describe and analyze the marketing mix and marketing activities of the fitness SPORT CENTRUM BUDOKAN with the emphasis on increasing its attractiveness and competitiveness, to identify possible deficiencies and to give a list of recommendations for the owner of the fitness, i.e. to make a proposal of a compact marketing strategy. Based on my own marketing analysis (positional analysis, SWOT analysis, mystery shopping, polling, observation and benchmarking), I have designed my own marketing strategy, which would lead to the established aim.
Keywords: benchmarking; marketing mix of services; marketing strategy; mystery shopping; observation; polling; positional analysis; SWOT analysis; analýza SWOT; benchmarking; dotazování; marketingová strategie; marketingový mix služeb; mystery shopping; pozorování; situační analýza

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/19766

Permalink: http://www.nusl.cz/ntk/nusl-15736


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses