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The Marketing Strategy for fitness center Esporta
Vorlová, Kateřina ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: The Marketing Strategy for fitness center Esporta Objectives: The thesis aims to create a marketing strategy for Esporta Fitness Club. Next on the analysis of the competition it was found out, which fitness centre in exact area is the biggest threat. Finally there were completed promotional program and materials for every target group. Methods: The analysis of the competition was performed by using scoring model and the individual criteria were subsequently evaluated. Next the SWOT analysis was also prepared. There were analyzed strengths and weaknesses, opportunities and threats. Also the interviewes with selected clients of fitness center were conducted. Results: The analysis of the competition showed that the biggest threat is for Esporta Fitness Club newly opened centre Pulse Wellness and Fitness. Mainly due to the favorable price offered to its clients and a wide range of services. The interviews with longtime clients showed that four out of five of those surveyed are satisfied with the fitness center and want to continue to visit it. Only one client said that knows even better fitness center. The BCG matrix showed that Esporta Fitness Club does not have in its operation any question marks, only one dog, one star, three cash cows and one strategic unit, which is at interface of a star...
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Quality of sport services in sport centrum Jeremi Sport from the customer perspective
Šuranská, Anna ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Service quality according to customers in sports centre Jeremi Objective: The main goal of this thesis is to execute a marketing research of service quality in sports centre Jeremi. The research is done by a questionnaire survey with the aid of Brady model. Suggestions recommendations for improvements service quality in sports centre Jeremi are made on the basis of compiled results. Methods: Brady model which deals with service quality perception is used for the research. Individual dimensions of this model are studied by a customer-oriented questionnaire survey. The estimation made by the management of sports centre Jeremi and my own direct monitoring were also included in the research. Results: The research results are represented by graphs, cross classification and tables. Shortcomings which should be improved according to customers were found. Suggestions and recommendations were created to eliminate these shortcomings. Afterwards, sports centre Jeremi should reach improvement in service quality and customer satisfaction. Key words: customer, service, satisfaction, sports centre, quality, research
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Corporate identity of a new gentleman's fencing club Tailor's Fencing Club
Krejčík, Jan ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Corporate identity of a new gentleman's fencing club Tailor's Fencing Club Goals: The goal of this thesis is to create a complete corporate identity of a new fencing club in the form of a business company. The outcome of this thesis will be used for the project of founding a new gentleman fencing club. Methods: For the solution of the thesis I used the method of document analysis, the method of a group discussion with the future realization team of the project, the method of informal interviews with the future co-owner of the club and a marketing and PR expert and the method of observation in several chosen business and sport clubs. Results: The outcome of this thesis is the creation of a complete corporate identity of a new club, including graphic designs of various chapters referring to the corporate identity, such as choosing the right name of the club together with the organization's philosophy, the creation of the logo, corporate colors, printed materials, merchandising, the interior of the club, the uniforms of the employees and the sports equipment, the design of the company's website, followed by the corporate communication and the product of the company. A next result is the formulation of the social contract of the organization. Key words: company identity, epee fencing, design...
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Marketing research of the image of the brand Reebok among people doing Crossfit
Koubík, Vojtěch ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Marketing research of the image of the brand Reebok among people doing CrossFit Annotation: The main objective of the bachelor thesis is to find out what the image of the Reebok brand is like using marketing research. The terms brand and image are explained in the first part of the thesis which include theoretical basis from various literary and electronic sources. The methodology section describes marketing research and its process. The analytical part presents the Reebok brand and CrossFit as sport and brand, the research itself and its results. The last part of the thesis provides suggestions and recommendations for improving the image of the Reebok brand based on the research. Keywords: Image, brand, marketing research, questionnaire, Reebok, CrossFit
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Organizational structure of HC Sparta Praha
Pázlerová, Veronika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Organizational structure of HC Sparta Praha Objectives: The aim of this bachelor thesis is based on an analysis of the organizational structure of czech ice hockey team HC Sparta Praha and to evaluate its individual parts and afterwards introduce suggestions to change it. Methods: To create the bachelors thesis was used qualitative research, from which it was used descriptive case study. Furthermore basic methods were used data acquisition as an observation, analysis of texts and documents, interviews, and video and audio recordings. Results: An analysis of the Organization presents us with different cactivities as well as activities of individual employees and senior managers. The result is that the organizational structure of HC Sparta Praha in the Czech hockey environment ranks among the most sophisticated, it contributes to the fact that the team belongs to Sportovni Holding Praha a. s., which brings together several sports teams and is a unique project. In conclusion, it was proposed to create the position of general manager, empower the financial sector and build a completely new part of the organizational structure, which is a department focused on charity work. Keywords: analysis, organization, organizational structure, ice hockey, suggestions
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Marketing communication of Faculty of Physical Education and Sport, Charles University in Prague
Jindrová, Jana ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Marketing communication of Faculty of Physical Education and Sport, Charles University in Prague Objectives: The aim of this thesis is to analyze the current marketing communication of Faculty of Physical Education and Sport, Charles University in Prague and based on the obtained data to create proposals for the improvement of current marketing communication or suggest new instruments that will help to streamline existing marketing communication. Methods: To analyze the current marketing mix of the faculty is used a qualitative research in the form of group discussions with current students of the faculty and pre-prepared written questioning for the staff of the Marketing department of the faculty. Results: The main outcome of this thesis is the evaluation of current marketing communication and creation of its improvement for example by adding new communication instruments, streamlining of the current marketing communication instruments. Keywords: Marketing, marketing communication, communication mix, non-profit organization, marketing of school, group discussion
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Draft concept in the highest women's basketball league in the Czech Republic
Klečková, Markéta ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Draft concept in the highest women's basketball league in the Czech Republic Goal: The primary goal of this thesis it to suggest a new concept of women's basketball league. This concept can be only applied in case that the current status of the highest women's basketball league proves inefficiency and that has to be changed. But first of all must meet the secondary requirements of the work, which are - Evaluation of competition level and comparison of competition system in season 2010/2011 versus season 2014/2015. Methods: In a research and completion of the project were used methods from expert sources, analysis, synthesis and comparison. In addition to these methods were used primary and secondary collection of data along with descriptions of expert sources in chapters of theoretical bases. In other chapters were used analysis of effects extending Women's basketball league. Primary qualitative surveys were a source of data analysis and syntheses as a base for the change of concept for season 2019/2020. By comparison, we were finding inspiration in other international basketball league. Results: In this thesis was found, that the current status doesn't follow prior expectations. For this reason was suggested a brand new concept for the whole competition that will be applied for the first...
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Marketing research of ASICS brand image
Procházková, Petra ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of ASICS brand image Objectives: The objective of the inquiry is to identify the image of the ASICS brand by view of Czech consumers of products associated with running. The aim is to find out how is ASICS brand perceived by runners, what is brand awareness among Czech consumers of running products, knowledge of the brand and experience with ASICS brand. Then, to make suggestion that could improve ASICS brand image in the Czech market. Methods: The marketing research used in this survey is in the form of an electronic questionnaire. It is quantitative structured marketing research. Results: The inquiry results show that the awareness of ASICS brand is highest among brands specialized in running. However, ASICS is third, following Adidas and Nike. ASICS brand is associated with words like shoes, running, quality, comfort, sport and technology. 87% of respondents know ASICS brand. ASICS is perceived as a credible, successful, and important on market with running equipment; modern, and favorite. In the front of view of product is brand founded as a brand, offering new technology product with good-looking design, high quality product and purely sporty product. However, on the Czech market ASICS has weak propagation. Only 13% could connect ASICS with some athlete, team or sport...
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Typology of Visitors of Handball Club HC SPORTA Hlohovec
Špániková, Lucia ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Topic: Typology of Visitors of Handball Club HC SPORTA Hlohovec. Object: The main aim of this thesis has been to design the typology of visitors of Handball Club HC SPORTA Hlohovec handball club. Methodology: The data have been collected by means of quantitative marketing research. The basic set was represented by 484 attendants at three different matches men's first league. In the synthetic part of thesis the typology has been devised via by methods of k-means. Results: The results of questionary research are presented through graphs in the analytical section. The synthetic section of the thesis is devoted to the description of the character of each of the four suggested segments. Key words: handball, sports viewer, typology, segmentation, k-means.
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Marketing Plan of FK Mladá Boleslav for Season 2015/2016
Matoušková, Veronika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing Plan of FK Mladá Boleslav for Season 2015/2016 Objectives: The main objective of the thesis is to analyze the current marketing plan of FK Mladá Boleslav - detect shortcomings, and then propose an enhanced version. Methods: Two structured interviews were led to obtain the needed information, the first one with head of marketing department Michal Hrdlička, and the second one with FK Mladá Boleslav fan Vojtěch Tichý. Another method used was the document analysis applied to 2015/2016 marketing plan and annual report. Results: While analyzing, it was found that some relevant parts of the marketing plan were missing. Its enhancement proposal, which mainly includes the efficiency improvement of some promotional strategies, is created so in order to correspond with the current situation, and to be feasible. Key words: Sports marketing, football club, marketing plan of services, marketing mix.
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