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The marketing strategy of the chosen company
Tichý, Dominik ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The subject of this Bachelor Thesis is an analysis of the marketing strategy of the chosen bussiness subject - Fotbalový Klub Jablonec, a. s. The primary goal of this thesis is to evaluate the marketing strategy of this club, as well as its marketing communication and to suggest possible improvements which could lead to more quality marketing communication of the Jablonec club. The next goal is related to this objective - to suggest a solution for the problem of low attendance of the Jablonec club at the home stadium. My own research and a questionnaire were used in order to analyse the marketing strategy. The research showed that there are many activities organized which correspond with the marketing strategy and they are mostly focused on the region around Jablonec nad Nisou and that also fit into the strategy of FK Jablonec of being a regional club. The questionnaire revealed that marketing communication is considered to be relatively high-quality. Results also showed, that the most important communication channels for FK Jablonec are Facebook and official website, which are the best rated and mostly followed ones. Research also showed, that fans, who visit home matches, do it regularly, so FK Jablonec should focus on winning new fans over.
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