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Marketing mix of a Golf Resort Konopiště and a proposal for its improvement
Zdráhalová, Kateřina ; Voráček, Josef (advisor) ; Šavrda, Petr (referee)
Title: Marketing mix of Golf Resort Konopiště and a proposal for its improvement Objective: Analysis of the current marketing mix of Golf Resort Konopiště, execution of a questionnaire and following suggestions for its improvements. Methods: The analysis of marketing mix is executed with a quantitative research - a questionnaire. Quantitative research was used to obtain sufficient number of golfers' responses and to evaluate the current situation throughout the Golf Resort Konopiště. Results: The survey results show that on average customers are satisfied with the whole area. Thanks to the results of the questionnaire survey, changes were proposed in individual tools of the marketing mix, leading to its improvement and efficiency. The most important changes have been proposed in categories of product, price and promotion. The changes concern, for example, the introduction of action packages including the services offered by the resort. Next increased spending on marketing and promotion of the club and change of training areas for more effective training. Key words: Marketing, services, golf, marketing mix, marketing research
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Financing of the biathlon and skiing club
Krause, Veronika ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Financing of the biathlon and skiing club Objectives: The aim of this bachelor thesis is to identify financial resources which are used to fund the activities of the club, and to find particular failures of their funding. Afterwards is the aim to create recommendation to improve their funding. Methods: The main method used in this thesis is qualitative method, specifically interviews with employee of office of Prague 5 and with delegate from the club. The descriptive analysis of detected data was used too. Results: From the interview with the delegate of the club and the analysis of data I realized that the club is not using sponsorship to fund their activities. The club is also not using the grant from Prague 2. It was recommended to the club to ask for the grant from Prague 2 and a sponsorship packet was created to help the club to get a sponsor. Keywords: Subsidy, grant, nonprofit organization, sponsorship
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Marketing research of RunCzech brand image
Martincová, Andrea ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Marketing research of RunCzech brand image Objectives: The aim of this work is to analazye through research the image of brand RunCzech.on czech market and to compare it with brand identity. Results will provide suggestions for improvement RunCzech brand image. Methods: This bachelor thesis uses the method of interview and the method of electronic questioning. The method of interview was used during the meeting with marketing director of RunCzech brand. The data acquired from the interview helped to identify the identity of the brand and the information about desired image on the market. The method of electronic questioning will be used for analysing current image of brand RunCzech and I will compare the results with brand's identity. Results: The results of research show that the brand has very positive image. Its personality had the greatest results, brand was described with many excellent traits. Brand was perceived as successful, high-quality, modern, popular and innovative. Brands service (organising long-distance races) is also very well perceived. In the process of analysing the image of brands symbol I discovered disagreement with the phrase of its slogan. Respondents desire slogan in Czech language and they don't agree with the meaning of the phrase. Keywords: brand identity, brand...
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The Decision-making process of floorball players when purchasing floorball equipment
Pražan, Martin ; Crossan, William Morea (advisor) ; Voráček, Josef (referee)
Title: The Decision-making process of floorball players when purchasing floorball equipment Objectives: The main goal of this bachelor thesis is to obtain corresponding information about floorball equipment customers through research. Describe their behavior on the Czech market, what influences them and what their decision-making process is, and then provide recommendations for improving the business of selling floorball equipment. Methods: The work uses the method of quantitative research, specifically electronic questioning. The questionnaire in his electronic form was shared on social networks, Facebook and Instagram, and was sent to e-mail boxes of floorball club representatives, who distributed the questionnaire among their members, as members of the Czech league form the primary target group. Results: Research results, Floorball player's decision making process, when buying floorball equipment, tell us about Czech market redistribution of floorball brands, informing us about financial investments that customers invest in floorball and especially when these investments they are able to make. The results outline the reality of the floorball market. We are more able to determine the market potential. The obtained information can significantly help floorball brands and retail chains who provide...
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Strategic plan of association Vraťme dětem pohyb z.s.
Rodová, Veronika ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
TITLE: Strategic plan of association Vraťme dětem pohyb, z. s. OBJECTIVES: The diploma thesis examines the strategic management of a nonprofit sport organization, respectively long-term planning of association Vraťme dětem pohyb, z. s., goals are to characterize the organization and its products and to make a strategic analysis which will include an analysis of the internal and external environment as well as a comprehensive SWOT analysis of the organization. Strategic objectives and areas will be determined on the basis of the found information and will be subsequently solid in the proposal strategic plan of the organization. METHODS: This diploma thesis is concieved as applied research, a combination of quantitative and qualitative methods will be used for its purposes. The specific applied methods are observation, interviewing, questioninq, analysis of texts and documents, SWOT analysis, PORTER and PEST analysis. Design research, including research issues providing framework for the thesis are put in the relevant chapter. RESULTS: Within the framework of strategic analysis ware analysed internal and external environment and maked SWOT analysis of the organization. Subsequently was create strategic plan proposal of sports association plan Vraťme dětem pohyb for September 2018-2021. The following...
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Communication strategy of the F2 fitness centre in Strakonice
Mařík, Michal ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
The title: The communicative stratégy of F2 fitness center in Strakonice The aim: The main aim of this diploma thesis is to propose new measures of the communication strategy for the following years. To obtain the data, there will be an analysis of the current communication strategy and the related awareness of population of Strakonice in terms of F2 fitness center in Strakonice. Methods: In this diploma thesis, methods in both qualitative and quantitative research were used. In terms of qualitative research, there were interviews (structured interview according to instructions) with the head of the fitness center and participating observations at F2 fitness center. Quantitative research was used mainly for the method of personal interviewing the individual respondents. The total number of respondents interviewed is 211. Results: The result of the diploma thesis is the proposal of new measures regarding the communication strategy of F2 fitness center in Strakonice. The measures contain some novelty in the field of modern communication that F2 did not have at the time of writing this work. This primarily concerns digital marketing, involving social networks focusing on PPC and CPM advertisement and their mutual interconnection between individual accounts. New measures also include the use of other...
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Volunteering at the sports event Jizerská 50
Hořáková, Kristýna ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: Volunteering at the sports event Jizerská 50 Objectives: The aim of this diploma thesis is to evaluace the satisfaction of volunteers with the volunteer program at Jizerská 50. The partial task is to visit the event, compared to the previous year and proposic possible recommendations for improvement for other volumes of the Jizerska 50 volunteer program. Methods: The research was carried out using the qualitative form of observation and the method of interview, as well as by quantitative research form of questioning. The qualitative method was conducted through direct observation through out the volunteer program, where the authoracted, as the coordinator of a volunteer group. Another form was a unstructured interview with the main coordinator, and the quantitative research method was implemented through electronic questionnaires. Results: The results showed that volunteers evaluated satisfaction with the volunteer program at Jizerské 50 as above-average. They were happy with the volunteer program. The research has revealed and confirmed the short comics faced by the volunteer program. This was an area of transport, refreshment and excessive awareness before the start of the event. The author evaluated the volunteer program as very successful. If the company covering this program focuses on...
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Marketing strategy of the Gigathlon Czech sport event
Klečková, Markéta ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
8 Abstract Title: Marketing strategy of the Gigathlon Czech sport event Objectives: The main aim of this diploma thesis is to propose a marketing strategy that should lead to the increase in the number of participants of sport event Gigathlon Czech. This marketing strategy contains the individual elements of the communication and price strategy, from the point of view of creating the starting fee. Methods: Methods of expert sources, analysis, synthesis and comparison were used in the research and completion of the project. Primary and secondary data collection was used as a complement to these methods. The description of the professional resources can be found in the chapter called Theoretical Basis. Further research was carried out, analysis of the Swiss model, popularity of sports in the Czech Republic, analysis of participants of the sporting event Gigathlon Czech, analysis of the return of participants, competitive competitions and SWOT analysis.. Results: The result of this diploma thesis is a marketing plan that was compiled for the current year 2019 and contains proposals that could be applied to the years 2020 and 2021. It is composed of the main and partial steps. The main steps include the modification of the concept in the form of category extension and rise of the starting fee; these steps have...
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Marketing communication of Surf Camp
Stejskal, Jan ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: Marketing communication of Surf Camp Objectives: The purpose of this bachelor thesis is to create a proposal to improve the marketing communication of Surf Camp for the 2019 season. The evaluation of current marketing communication was achieved through both the standpoint of its customers as well as its management. Methods: Both qualitative and quantitative methods were used to evaluate the company's existing marketing communication. The main research methods used were questionnaire surveys, an in-depth semi-structured interview with the company's owner, internal data analysis and personal observation. Results: The result of this bachelor thesis is a proposal for improving marketing communication for the 2019 season. This proposal will be submitted to Surf Camp management. Key words: Promotion, advertising, online, social networks, WOM, public relations, event marketing.
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Marketing mix of the JOYfit studio
Palátová, Kristýna ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
Title: Marketing mix of JOYfit studio Title: Marketing mix of JOYfit sports studio Objectives: The objective of this thesis is to analyze the current marketing mix of the JOYfit sports studio. On the basis of the gathered information suggest eventual adjustments of the current marketing mix, which should help the company to get a higher number of customers. Methods: In this thesis the evaluation of the current marketing mix was conducted using the marketing research. The qualitative method was used - informal interview and quantitative method specifically using the surveys. The other method used was the situational analysis using the SWOT analysis to determine the strengths and weaknesses, opportunities and threats. Results: The marketing mix of the JOYfit sports studio has very positive evaluation. The results of the research shown that some changes are needed only in a few areas. On the basis of the gathered results the suggestions for improvement has been made, mostly changes of these parts of the marketing mix: product, price, promotion, process and presentation. In the field of product, the suggested increases quantity of the group lessons. In terms of price is suggested to increase price for offered lessons. In the field of promotion, the suggested changes concern the up-to-date status of the...
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