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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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Efficiency of football clubs in Premier League
Topinka, Jiří ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Efficiency of football clubs in Premier League Objectives: The aim of this diploma thesis is to investigate the technical efficiency of Premier League clubs in the 2015/2016 season using a Data Envelopment Analysis approach. Determine which clubs worked efficiently and identify weaknesses of individual teams. Methods: The efficiency of each Premier League club is analysed by Data envelopment analysis (DEA). The efficiency is computed for input oriented CCR model (constant returns to scale) and BCC model (variable returns to scale). Results: The technical efficiency of each club in the 2015/2016 Premier League season is evaluated in the practical part of this thesis, with eight clubs achieving maximum efficiency for both CCR and BCC models. That indicates that the competition as a whole is highly effective. Keywords: Premier League, technical efficiency data envelopment analysis, CCR, BCC
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The concept of internal PR in dance school Easy Dance 2000
Knytlová, Radka ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: The concept of internal PR in dance school Easy Dance 2000 Objectives: Creating an internal PR concept in dance school Easy Dance 2000 for the school year of 2017/2018 based on analysis carried out in dance school and selected interest groups of the dance school. Methods: The analysis of in-groups was used in this thesis for selecting the interests groups. Qualitative research methods, specifically observer surveys, in-depth interviews, and focal groups, were used for further analyzes of current situation and current relationships with interest groups. Results: The research shows that employees and members have a positive attitude towards dance school, trust each other and positively describe the overall atmosphere of the school. Problems occur in a lack of information, in group members' relationships and in dance styles, or in small possibilities of getting involved as members. The created concept includes a specific layout of tools for each month of the school year 2017/2018. To raise internal public awareness of all things the concept includes informational meetings with employees, informational first dance lessons and creating magazine ED News. To make long-term relationships the concept includes creating box of wishes and help, or a regular 5-minute chat focused on members' personal...
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AC Sparta Prague Kids membership project
Pašková, Barbora ; Voráček, Josef (advisor) ; Křivda, Tomáš (referee)
Title: AC Sparta Prague Children's Membership Project Objectives: The main aim of the Diploma Thesis is a proposal to improve the project of the children's membership in the Kids Club and the Teens Club in AC Sparta Prague based on the current state of the project and the results of the marketing research. Methods: The main methods of collecting data and information used in this thesis were a marketing research focused on the satisfaction of the registered members and an in-depth interview with the manager of the project. The method includes an analysis of documents. Results: Based on the description and feedback from the current members, the Kids Club and the Teens Club may be considered a successful project falling within the overall philosophy of AC Sparta Prague. The overall concept of the children's membership project may be considered properly set, too. The selected method of registration and the registration form are evaluated positively however the pace of the whole registration process is slow. Most of the total number of the registered members are from the Capital City and the surrounding area and most of them are males. The members are satisfied with the membership offer and the existing events but they would welcome more events with the players. A weak point of the project is its...
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