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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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Nike Brand Equity Marketing Research
Šrámek, Martin ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Nike Brand Equity Marketing Research Objectives: Using marketing research to find out about Nike brand equity through perception of individual product attributes by their current or potential customers. Within the thesis, these customers are members of generation Y currently living in Prague. Methods: Quantitative research - electronic questioning. Results: In terms of product, to Prague generation Y Nike currently represents the most famous and the most used sports brand. The reason is its (product) above-average quality, design, and also its great availability. Results' objectivity is embodied by the fact that the total majority of this generation chose itself as typical Nike product user. Keywords: Brand, Nike, brand equity, brand as product, generation Y.
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Marketing research - sponsoring of the UEFA Champions League in the Czech Republic
Souchová, Dominika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing research - sponsoring of the UEFA Champions League in the Czech Republic Objectives: The main objective of this research was to determine if there is awareness about the sponsorship of the Champions League in football among the wider public. Primarily, on the basis of questionnaire, it was investigated if the public during watching this football competition perceives sponsoring and specific sponsors of Champions League, if the public knows all these sponsors, and if so, which seems to be the most important. It was also investigated a public interest in the Champions League and in football in general. Methods: The thesis is based on theoretical knowledges that bind to this topic. To determine the general knowledge of sponsorship of the Champions League in football was used survey questionnaire method. The results are presented in tables and graphs. Results: Marketing research of sponsorship of the UEFA Champion League has revealed, that overall 82% of the survey respondents knew at least one of the six official sponsors of the Champions league. The research results have shown, that even the best - known sponsor is a Dutch beer producer - Heineken, who also appears to be the most important. Keywords: Marketing research, sponsor, Champions League, football
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Marketing communication HC Talent Plzeň
Pašková, Barbora ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing communication of HC Talent Plzeň Objectives: The aim of this bachelor thesis is to propose new measures to improve the marketing communication of the handball club Talent Plzeň based on an analysis of the current marketing communication with club fans. The partial aim of the thesis is to define, based on interviews and collected information, strengths and weaknesses in the club's marketing communication. Methods: Methods of qualitative nature were used in this thesis. The methods include an analysis of relevant documents, billboards, posters, websites, etc., observations and semi-structured interviews with one of the co- owners and the manager of the club and the selected spectators of the matches. Results: The analysis of the current marketing communication with the fans of HC Talent Plzeň revealed some strengths and weaknesses. On their basis a proposal of the marketing communication for the season 2015/2016 has been created. The result of this bachelor thesis is the proposal based on the real possibilities of the club, current trends in modern sport marketing and events in the society. Keywords: marketing, communication strategy, communication mix, handball
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Management of Prague Minifootball Asociation
Doležel, Jiří ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: MANAGEMENT OF PRAGUE MINIFOOTBALL ASOCIATION Objectives: Main objective of the thesis is generation of suggestions for improvement of PSMF. Secondary objectives of the thesis are development of strategic plan and an action plan for its attainment; establishment of organisation goals, generation of proposal for amendment of the charter or other organisation documents; analysis of various aspects of association management. Methods: The thesis utilises methods of document analysis, observation and unstructured interview. Following documents were selected for analysis: charter, propositions for Hanspaulska league, competition and disciplinary rules. The observation refers to STDK and secretariat. A total of two interviews were conducted with the chairman of the executive committee Karel Filip. Results: As a result of the analyses, problems were identified in the areas of planning, organisational structure and marketing. A strategic plan was developed along with suggestions for changes in management positions. The findings along with this thesis will be presented to the chairman of PSMF, Karel Filip, who can together with the executive committee deal with them. Key words: Prague Minifotbal Association, Management, Sequential functions of management, Nonprofit sports organization
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Financial analysis of German and Italian Football League Clubs and their comparison
Krejčová, Lucie ; Štědroň, Bohumír (advisor) ; Voráček, Josef (referee)
Title: Financial analysis of German and Italian Football League Clubs and their comparison Objectives: The aim of this work is to find out the financial situation of chosen football clubs playing German and Italian League and compare them. Methods: In this thesis was used a method of analysis of financial document for getting the required data. At these data was applied creditworthy and bankruptcy models as one of financial analysis methods. Because of the possibility of comparison, the data were monitored in four consecutive years. Results: Application of bankruptcy and creditworthy models has brought many new results for selected German and Italian football clubs. Most of them would have to leave the current competitive business environment. But the environment of sport industry is very specific and clubs despite the unhealthy economy kept alive. The only exception is the economic situation of Bayern Munich. Not only excels in sports results, but also in this analysis, it is the only club where we can talk about "financial health". Keywords: creditworthy and bankruptcy models, Football Leagues, German, Italy
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Marketing communications of the Driving Academy Co.
Pařízek, Tomáš ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
Title: Marketing communications of Driving Academy Co. Goal: This thesis aims to present marketing communications of Driving Academy, Inc., summarize used communications tools and propose plan of marketing communications for 2016. Methods: For the collection of information was used qualitative research in the form of descriptive case study. The study consists of qualitative interviews, analysis of texts and documents. Results: The result of this work is plan of marketing communications for 2016. Work will be granted to Driving Academy. Keywords: Marketing communications, communications mix, qualitative research, driving the car
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Organizational structure of HC Sparta Praha
Pázlerová, Veronika ; Voráček, Josef (advisor) ; Čáslavová, Eva (referee)
Title: Organizational structure of HC Sparta Praha Objectives: The aim of this study is to analyze organizational structures of hockey club HC Sparta Praha. Methods: To obtain the data were used qualitative research methods. It is a method of case study. Results: The team has a highly specialized organizational structure with high centralization and clearly defines the competencies of the emmployees. The club has also standardized procedures for developing players squad. At this moment the structure for Czech ice hockey extraleague is fully sufficient. Keywords: Analysis, management, Ice Hockey, Czech extraleague, recommendations
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Products' offer of the Praga Kart Team for partners
Hájek, Patrik ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Products' offer of the Praga Kart Team for partners Objective of the thesis: Objective of this thesis was to review the current offer of Praga Kart Team for its partners, to create proposal to improve this offer and to propose sponsorship packages. Methods: In the thesis have been used case study and involved observation. Furthermore, to obtain the necessary information, interviews with manager of the team and with representative of one of current sponsors have been made. To supplement this information has been chosen written questioning with current partners. Outcomes: The lack of any offer for partners causes a loss of the potential partners right from the beginning. Creating of new offer, together with proposing of sponsorship packages, may facilitate the work with finding new partners. It is important that the team leadership deals with sponsorship issue more and that organizing of a ride in kart was included in the offer for partners, because many partners are missing it in current offer. Key words: Sponsorship, sponsorship package, sports advertisement
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Innovation of product offer for travel agency Europani-tour
Gerasimenko, Elizaveta ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Innovation of product offer for travel agency Europani-tour. Project goals: The main objective of this bachelor thesis is to create the own model trips with sport focus for the company Europani-tour. Method: In my thesis I used descriptive case study using a document monitoring and qualitative interview. Results: I created a new product - seven trips with sport focus for the travel agency Europani- tour. Before fulfillment of the main objective I have done a situational analysis of sport activities, explored an offer of the other travel agencies and tour operators, and explored a demand through interview. Key words: sport, trip, tourism, marketing mix
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