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Marketing mix for sport studio
Vrbický, Ondřej ; Pecinová, Markéta (advisor) ; Janák, Vladimír (referee)
Title: Marketing mix of sports studio Objectives: The aim of this thesis is to analyse the current marketing mix of the GoMango sports studio. The data gathered from the analysis are used to suggest posible adjustements of the present marketing mix to atract more customers. Methods: In this thesis the evaluation of the present marketing mix was conducted through the marketing research. Both quantitative and qualitative methods were used. For the quantitative part semi-structured questionnaire was used. For the qualitative part informal interview was conducted with the manager of GoMango studio. In order to identify potencial strengths and weaknesses, opportunities and threats SWOT analysis was carried out. Results: The evaluation of the marketing mix of the GoMango studio was very positive. The outcome of the reseach indicated that only a couple of changes in certain areas are needed. Changes of the following elements of the marketing mix were proposed: product, promotion, process and presentation. As for the part of product the studio was suggested to increase frequency of highly attended group fitness classes and to decreace frequency of the less attended ones. As for the promotion part the studio was recommended to adjust content and design of websites and facebook profile. In terms of process...
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Marketing Strategy Proposal
Krejčíčková, Lucie ; Linhartová, Babeta (referee) ; Chalupský, Vladimír (advisor)
The thesis focuses on the current marketing strategy of the professional hockey club HC Vítkovice Ridera with the aim of proposing changes in the marketing strategy that the club could use in the coming season. Based on theoretical knowledge, a situation analysis is developed, which evaluates the current state. This analysis is then supported by a questionnaire survey. The final part of the work is focused on recommendations for the club.
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Proposal of Communication Campaign for the Famous Czech Ice-hockey Club
Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season.
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Marketing Research of customer satisfaction in the Prague Sports Center
Kejvalová, Elena ; Pecinová, Markéta (advisor) ; Janák, Vladimír (referee)
Title: Marketing Research of Customers' Satisfaction in a Prague Sports Centre Objectives: The main goal of this work is to gather information about customers' satisfaction in one Prague Sports Centre through marketing research. Then, based on that research, analyze the data so that conclusions and possible further recommendations for the management of the sports center can be made. Methods: In this thesis, both quantitative and qualitative methods of the marketing research were used. Qualitative in the form of two interviews that were held in the centre - one with the manager of the centre and the second one with two members of staff, last but not least a hidden observation of one sport class in the sport centre. Quantitative method was in the form of an electronic questionnaire filled in by 136 customers of the sport centre by computer in the hall. Results: This thesis has revealed that the sport centre is very popular among its customers but there are still few things to improve. The results of this work are also suggestions of some possible improvements that could lead to an increased attendance at the sport centre during less popular days and times while also increasing customer's satisfaction and total revenue. Keywords: marketing, customers' satisfaction, sport services, sport marketing, 7C,...
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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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Customer satisfaction with the services of Wellness fitness centre Hany Bany
Suchánek, Jiří ; Pecinová, Markéta (advisor) ; Ruda, Tomáš (referee)
Title - Customer satisfaction with the services of Wellness fitness centre Hany Bany Target of work - To obtain marketing information about customer satisfaction with services in Wellness fitness centre Hany Bany and further use of this information to give recommendation to increase quality of provided services. Methods - The whole work is framed on base of theory consisting on matters of satisfaction in the first place. For target of work - finding degree of customers' satisfaction with services of the centre - the marketing research contains questionnaire and semi-structured interview with centre owner. Respondents' answers are shown in graphs and descriptions. Results - Found data provides owners of the centre inherent information of customer satisfaction with services of the centre, point strong and weak parts of the centre and information about customer opinions. This bachelor thesis is important material which contains not only evaluation of customer satisfaction but also some recommendation for improvement of current situation of the centre.
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Marketing communication of softballclubs fans playing women's Extraleague
Tauchenová, Natálie ; Čáslavová, Eva (advisor) ; Pecinová, Markéta (referee)
Title: Marketing communication woth fans of softball club playing Women Extraleague Objectives: The aim of this thesis is to analyse the current situation of marketing communication of those two softball clubs playing czech women's Extraleague and to create suggestions and recommendations for the improvement of marketing communication of those clubs and general recommendations for the clubs playing this league. Methods: The results of this work were made thanks to qualitative marketing research. The greatest benefit was brought by method of semi-structure interview with club managers and the questionnaire with fans. For more information about current situation of marketing communication was used analysis of documents, especially websites and social media. Then the SWOT analysis was created on the basis of results of non-structure personal observation and the comparison of marketing communication of those clubs was made on the basis of marketing research. Results: The results confirmed opinions of managers that the most used communication channels include social media, web pages and email communication. On the basis of results were identified individual weaknesses for each club in WOM marketing, sponsoring, merchandising, direct marketing and making games more attractive. For all these marketing...
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Suggestion of Change of the Marketing Mix of the selected Ice Hockey Club
Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This Bachelor thesis deals with the usage of marketing mix of selected hockey club. Theoretical introduction of some marketing knowledge in the first part of the text is further used for an analysis of current marketing activities and approaches that the selected business in the sports industry applies. The analysis is done based on questionnaires and personal interviews with fans, who are considered to be customers. The thesis concludes with real suggestions for improvement of the club’s marketing mix taking into account the opinions and feedback from the fans with special focus on the improvement of sports services and the club’s image.
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HC Slavia Praha ice hockey benefits
Šafránek, David ; Šíma, Jan (advisor) ; Crossan, William Morea (referee)
Title: HC Slavia Praha ice hockey benefits Objectives: The aim of this paper is to identify and describe individual benefits of product ice hockey match HC Slavia Praha. There is also the aim to find out viewers satisfaction with partial benefits that come out from observing the home match of HC Slavia Praha. The accumulated data is used to create recommendation which might help to increase satisfaction and viewers audience as well. Methods: Marketing research that was used to find out viewers satisfaction with partial benefits of HC Slavia product was realized via quantitative method. Data was collected by observing as well as questioning. Techniques of personal, written, and electronical questioning of a great deal of respondents were used to reach satisfying amount of data that showed viewers satisfaction with partial benefits of matches. Results: It was found out from collected data that HC Slavia Praha home match viewers are mostly satisfied. For viewers, the most important part of a match is sport performance as well as atmosphere on the stadium. Accompanying program is also the important part. Based on the data from the research, there were specific suggestions and recommendations for increasing viewers satisfaction made. The recommendations were mostly about food, viewers' comfort, and...
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Marketing strategy of football club SK Slavia Prague
Ježek, Tomáš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
Bachelor's thesis is concerned with the current marketing strategy of football club SK Slavia Prague. Its main aim is to evaluate the strategy. The thesis is divided into four chapters. The first chapter is theoretical with an introduction to marketing communication and sport marketing. The second chapter is focused on football club SK Slavia Prague. There is a description of its current situation with a focus on its current marketing strategy. In the third chapter the results of conducted marketing research, which measures the awareness of marketing activities of SK Slavia Prague, can be found. In the last chapter of this bachelor's thesis is stated interpretation of results of the marketing research and subsequently evaluation of current marketing strategy of football club SK Slavia Prague.
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