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Marketing strategy of the project Radegast Index
Loudová, Kristýna ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Name: Radegast Index Marketing Strategy Objectives: This diploma thesis deals with the research of the Radegast Index project, which is for the fifth year official statistics of the highest Czech ice hockey competition. The work was complemented by expert studies on the subject. The main task of the work was to find out the awareness of the Radegast Index project and the association of Radegast with hockey at all. Then design the strategic solutions resulting from the results of questionnaires, interviews and SWOT analysis and can serve to improve the project itself. Methods: The research of the Radegast Index project and the association of Radegast with hockey was conducted using a questionnaire. Another important part of the research was the interview with the Radegast brewery brand specialist and the SWOT analysis of the project. Results: As a result, I will propose Marketing Strategies that will raise awareness of the connection between Radegast and the ice hockes as well as the Radegast Index. Keywords: Hockey, Radegast, strategic solutions, SWOT analysis
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Influence of Rugby World cup and Summer Olympic Games on the awareness of FTVS students about rugby
Kadavá, Tereza ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Influence of Rugby World Cup and Summer Olympic Games on the awarness of FTVS students about rugby Objectives: The main objective of this thesis is detection, if big sport rugby events had any influence on awareness of rugby for students of Faculty of physical education and sport. Concretely, if the knowledge about Rugby World Cup and rugby tournament at Summer Olympic Games increased. And then, if their knowledge about rugby rules, world rugby, Czech rugby and women's rugby increased. Methods: I used the methods of quantitative research in ma thesis. I created two electronic questionnaire through the web site Vyplnto.cz. One of the questionaire I distributed in 2015 (before the Rugby World Cup) and the second questionnaire I posted in 2016 after the Summer Olympic Games. Results: The results of research demonstrated the impact of the big rugby events. The awareness of students about rugby increased. Their basic knowledge about world rugby and rugby rules increased. The research also showed that researched events didn't have the impact for the knowledge about Czech rugby or women's rugby. Keywords: Rugby World Cup, Summer Olympic Games, rugby, awarness
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Effectiveness of advertising in Czech hockey league stadiums for the sponsoring companies
Vilímovská, Barbora ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Effectiveness of advertising in Czech hockey league stadiums for the sponsoring companies. Objectives: Expression and evaluation of efficiency of advertising in Czech hockey league stadiums. Methods: Quantitative research among the Czech hockey league stadiums and comparison of acquired data within defined regional units. Used research methods are the descriptive analysis, qualitative polling, content analysis, calculation of media indicators and the comparison method. Results: Effectiveness of advertising in Czech ice hockey league stadiums was mathematically expressed, including statistic and graphic analysis. Index of effectiveness of stadiums and advert types was compared. Due to the low number of stadiums involved in research, the most and less effective advertising type and place was determinate only as a theoretical conclusion. Keywords: effectiveness, advertising efficiency, sport advertising, sport sponsorship
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Adidas and Nike Brand Stores Quality Comaprison through Eyes of Customers
Šrámek, Martin ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: adidas and Nike Brand Stores Quality Comparison through the Eyes of Customers Objectives: Mystery Shopping is the instrument used to inspect the quality of adidas and Nike branded stores through the eyes of customers. Subsequently, the selected stores are compared and potential enhancements are proposed. Methods: Mystery Shopping - questionnaire focused on retail. Results: In terms of exterior, as well as interior, the Nike stores are ahead of the ones of adidas as the American brand has always been well-known for trying to initiate positive visual perception. On the contrary, adidas has provided better service quality demonstrated by modesty and higher selling effort from sales assistants towards customers. Also, adidas sellers have been more settled and disciplined. Additionally, adidas stores have worked more properly in terms of overall functioning. When comparing the stores of both brands with those in other world cities (Amsterdam, Berlin, Glasgow, London, New York, Tokyo), Prague stays behind. It has to fill the gap in the assortment and in the stores equipment, as well as in the service provided by sellers. Keywords: Marketing mix, retail, Mystery Shopping, adidas, Nike.
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Public relations of the SportFotbal company
Kvasnička, Tomáš ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Public relations of the SportFotbal company Objective: The main aim of the diploma thesis is to analyse the current state of the Public Relations (PR) activities of SportFotbal in relation to the target public and make recommendations for improvement. Methodes: In the process of assembling information some internal documents of SportFotbal were used. In addition to these interviews with the marketing and business manager were conducted. This formed the basis for the format adopted and influenced the assumptions of the company towards stakeholders. Through informal interviews and discussions with the management of the company, further information about the functioning of the company was obtained. Results: The outcome of the analysis of the SportFotbal Public Relations for the year 2017 is clearly stated in the presented diploma thesis. The results of in-depth interviews, analysis of texts and documents indicate that the public relations medium was not sufficiently utilized in the environment considered. Based on these findings, proposals were drawn up for the effective use of public relations of the medium for the year 2018. The concept adopted is a plan for organizing events for interest groups. Other avenues were created by way of the use of online communications. An important component of...
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Personnel management of the HC Škoda Plzeň ice hockey club
Baborová, Klára ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Personnel management of the HC Škoda Plzeň ice hockey club. Objectives: The main goal of this bachelor thesis is to eliminate shortages found on the basis of analysis of personnel management and then creation of proposals and their use for improvement of personnel management of the sports club HC Škoda Plzeň. Methods: In the work method of qualitative interview was used consulted with the sports manager Tomáš Vlasák then the method of semi-structured interviews with club employees and also the method of document analysis. Results: The bachelor thesis evaluated current condition of sports club HC Škoda Plzeň and consequently proposed measures for improvement in personnel planning and employees training. Keywords: human resources, sports club, personnel activities, employees
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Sports tourism in the Pardubice Region
Kučerová, Lenka ; Navrátilová, Miroslava (advisor) ; Voráček, Josef (referee)
Topic: Sports tourism in the Pardubice Region Objectives: The main aim of the thesis is to develop several general recommendations and own suggestions regarding sports tourism in the Pardubice Region, based on an evaluation of its overall potential. The conclusions of the thesis could increase the region's sport-tourism potential, rise the tourist traffic and contribute to the region's dynamic development. Methods: In this work, two separate methods of data collecting and one evaluation method were used. The principal method of data collecting was the examination of documents, especially official documents, archive data and virtual data. The second method consisted of leading semi-structured interviews with two experts in the field of tourism. The method for evaluating the potential was created and subsequently applied on the examined region. Results: The Pardubice Region is endowed with good natural potential for tourism development, which relies mainly on convenient natural prerequisites; however, the potential is not sufficiently developed. Sports tourism and recreational tourism prevails in the region, grounded in a stronger summer season. During their active vacation, the visitors' interest lies in cycling, hiking, swimming and skiing. The overall potential of sports tourism is very high,...
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The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region
Voráček, Josef ; Čáslavová, Eva (advisor) ; Tomek, Gustav (referee)
Title: The effect of the use of sports celebrities as the reference group on the buying preferences of the young generation in the Prague region Objectives: The main objective of the thesis is to determine through marketing research whether and what effect has the use of sports celebrities in marketing communication of companies as a reference group on the buying preferences of the young generation, so-called Generation Y, in the Prague region. Methods: The thesis used a questionnaire survey and subsequent focus groups. For the creation of the questionnaire is used as a basis the US version of the original questionnaire of the authors BUSH, MARTIN, BUSH (2004). Firstly the questionnaire undergoes a process of transcultural transfer, in which is utilized a modified direct translation and confirmatory factor analysis. This survey includes a sample of 416 respondents who are students of Prague secondary schools and universities. Focus groups are conducted with four groups which counts a total of 41 respondents. Results: The research results show that the use of sports celebrities in marketing communication has no demonstrable effect on the word-of-mouth communication and the switching and complaining behaviour for Generation Y. This communication tool can have an indirect positive effect on brand...
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Sponsorship system and proposals for utilisation of sponsored athletes in marketing communication of General Sport company
Procházková, Barbora ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Sponsorship system and proposals for utilisation of sponsored athletes in marketing communication of General Sport company Objectives: The main target of this diploma work is to create proposals for better utilisation of sponsored athletes in marketing communication that will be created on the basis of an overall analysis of General Sport Ltd. sponsorship issue. The proposals will be supported on the internal information and the company's datas and so they will be better implemented in practice. Methods: In this work there was mainly used a written and oral survey method. To evaluate the overall relation to the sponsorship and the utilisation of sponsored subjects there was also used a method of an in-depth interview that helped to gain greater inoformation. Basic facts about the company were being detected during the personal interviews with the company's executive directors. Combining these two methods of questioning was chosen for its additional character and greater gaining information. Results: The results of the entire work, based on both the information received from the sponsor and the information from the sponsored sides, show that the GS sponsorship system is insufficiently sophisticated. It lacks a clear structure, clear rules that are not respected by either side. The most...
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Leadership in non-profit sports organisations
Říhová, Michaela ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Leadership in non-profit sports organizations Objectives: The main objective of the thesis is to find out how managementship and leadership in non-profit sport organizations in the territory of the Czech republic. The issue of managementshipu is focused on the specific requirements of employers on workers, their qualifications, knowledge and skills. Then on employee motivation including evaluation and remuneration of workers, non-financial incentives and their opportunities for further personal growth. The issue of leadership is focused on the characteristic features of the manager, his leadership style and role in the organization. Then the situational conditions of success and failure. Methods: Research issues managementshipu is carried out using a questionnaire. Another used method is the interview, which is focused on the issues of leadership. Interviews will be conducted with the managers in the management of non-profit organizations in the sport. Results: On the basis of the results of the questionnaire research, it was found that the essence of managementshipu in non-profit organizations are not fundamentally different from the general principles. Interviews have shown that non-profit organisations in the sport seek out similar types of personalities, prefer the same style of...
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