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Marketing strategy of selected company
Brabcová, Adéla ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This diploma thesis deals with the marketing strategy of the football club FC Baník Ostrava. The aim of the thesis is to analyse the marketing strategy of the company and afterwards suggest possible improvements. The theoretical part focuses on marketing, marketing strategies, new trends in marketing, marketing in sport and on situation analysis. The practical part contains introduction and characteristics of the company, its marketing mix and situation analysis of the club. For better identifying of the awareness of the club supporters about marketing activities were used questionnaire and its evaluation. In conclusion there are some suggestions for the improvement of marketing strategy.
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Sports marketing
Neumannová, Aneta ; Procházková, Markéta (advisor) ; Čapoun, Karel (referee)
This work is dedicated to Sports marketing and its application in modern sport called Pole dance. The thesis integrates the reasons and the emergence of this sport into the overall history of sport. It describes the roots of pole dance and its important milestones. Also it deals with contemporary organizations and todays needs of sponsorship and thus logically opens up the possibilities of applying the modern methods that today successfully brings marketing and its dynamically developing Sports marketing to other branches of business and sport. The work also sets the right conditions for the application of Sports marketing and its main tools in this attractive and specific sport. In this work the research questionnaire identifies typical pole dance customers and determines the appropriate way of acquiring new customers. Through an interview with an expert are analyzed activities of pole dance organizations in Czech Republic. The interview also evaluates the current situation in pole dance field in Czech Republic and abroad. The main benefits of this work are the determination of effective marketing communication, its destigmatisation and rising up the readers knowledge about this topic.
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Marketing and PR activities of FC Viktoria Plzeň in the years 2011-2016
Paták, David ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
The thesis deals with the use of marketing and public relations in the Czech sporting environment on the example of FC Viktoria Plzeň football club. The theoretical part of the thesis describes marketing and PR disciplines in both classical and sporting way to point out their specifics in the sporting environment. Moreover, the theoretical part of the work presents football as the most popular sport on the planet, and describes the Czech football environment. At the end of the theoretical part FC Viktoria Plzeň is presented. For most of its history, FC Viktoria Plzeň has been rather an average football club. However, in 2011 the club celebrated its centennial anniversary with the first master's title in the Czech top football league, which was the beginning of the club's successful era. The following sporting achievements drew the attention of fans, media and sponsors, to which the club had to respond with changes in its communication activities. The analytical part of the thesis deals with a descriptive analysis of the development of these activities especially towards the fans from 2011 to 2016, when the club won the league for the fourth time. Attention is paid mainly to changes in club presentation, online communication, event management and crisis communication.
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Marketing communication of tennis club TJ Spoje Praha
Nesvorný, Jan ; Pecinová, Markéta (advisor) ; Kočíb, Tomáš (referee)
Title: Marketing Communication of TJ Spoje Praha Tennis Club. Goal: The aim of this thesis is to analyze current marketing communication and then suggest new marketing communication of the club for the year 2017. Methods: Methods of qualitative research (half-structured interview and non- structured observation) were used for the collection of information. Analysis of the club's internal documents was used as well as a method of quantitative research. Results: The plan of the club's marketing communication for the year 2017 is the main result of the work. Using more communication tools and improvements of currently used marketing tools are suggested as well. Keywords: Communication mix, Sports Marketing, Tennis Club, Interview.
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Marketing mix of FK Pardubice and proposals for its improvement
Šejvl, Martin ; Omcirk, Vilém (advisor) ; Pecinová, Markéta (referee)
Title: Marketing mix of FK Pardubice and proposals for its improvement. Targets: Analysis of various marketing instruments that form the marketing mix sports club. Determine the views of fans for marketing the club and then suggest ways to improve the quality of marketing mix, which would lead to higher customer satisfaction and attendance of matches. Methods: Analysis of literature in the field of sports marketing, implementation and evaluation of the questionnaire, informal interviews, participant observations and case study analysis of the marketing mix. Results: To improve the quality of marketing mix have been suggested recommendations. Suggestions relate primarily expansion manpower, proactive communication with supporters and improving promotion. Key words: Questionnaire, marketing, marketing mix in sports, sports marketing.
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Use of new media in football club communication
Běhounková, Pavlína ; Klimeš, David (advisor) ; Halada, Jan (referee)
The bachelor thesis Use of new media in football club communication, shows the ways how to use new media and social media in sports marketing and sports communication, specifically in the field of football club communication. Its main goal is to show the phenomenon of new media in sport. After that on the basis of content analysis and interviews to evaluate how the six selected football clubs from the top Czech football league Synot liga communicate, how they take advantage of new media and whether they use their potential. An integral part of the work is the communication recommendation for each analyzed football club. The goal of this thesis is also to design an ideal model of how the Czech professional football club should communicate and how should exploit the new media, which is proposed at the end of this thesis. The theoretical framework describes the problems of sports communication and sports marketing, and shows the possibilities of using new media in communication on specific cases from foreign professional football leagues.
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Marketing research of PSG Zlín fans' satisfaction
Adamík, Karel ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Marketing research of PSG Zlín fans' satisfaction Objectives: The aim of the diploma thesis is to find PSG Zlín fans' satisfaction and propose actions that would lead to an increase fans' satisfaction in following seasons. Methods: To determine the satisfaction of the fans of the PSG Zlin hockey club it has been used the method of a quantitative research with the help of an electronic questionnaire. This electronic questionnaire based on a large sample of fans enables to uncover sufficient data and analyses fans' satisfaction by various aspects. Results: The analysis and interpretation of data gained from marketing research have found that fans are very satisfied with many aspects. The most important thing for fans is the atmosphere in the stadium and the sport performance. The least interesting aspect was the supporting program, whom the fans are not completely satisfied. Overall, the greatest range for improvement was found in the allocation of a place for families and the improving of service during home matches. Regarding social networks, websites and merchandising exists mostly good satisfaction about the value of 2 (1 - very satisfied, 5 - very dissatisfied). Generally, fans would welcome more information, coverages and interviews behind the scenes of the club. Keywords: sports...
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Communication of FC Dukla Prague in 2011-2014
Pštross, Pavel ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
The paper analyzes the communication activities of the football club FK Dukla Praha in years 2011-2014. The reason for this limited period is the entrance of the club in the Premier League (2011) and the beginning of the data collection for evaluation (2014). The analysis is based on the theory of sports marketing, the structure specifically is derived from items in the marketing mix (product, price, place, promotion). Besides introducing the club through the history and philosophy, the theoretical part of an analysis consists of the psychological aspects of advertising and sport. The purpose of it is relevancy of the interpretation. The practical part is based on descriptive method; a list of all used communication channels, description of the activities of individual media, analysis of the formal aspects of communication and evaluation of the functionality of the site. The sources were the club's website, annual reports and club profiles on social networks. Analysis, among others, showed that FK Dukla Praha proactively communicates with its fans, the primarily channel being social networks, and adapts the language to that of the target group. Continual work with the fan club received positive ratings as well. Progressive approach, however, is not present in the appearance of web pages. There was...
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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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Marketing mix of FC Baník Ostrava and proposals for its improvement
Bartošek, Daniel ; Omcirk, Vilém (advisor) ; Pecinová, Markéta (referee)
Title: Marketing mix of FC Baník Ostrava and proposals for its improvement. Targets: Comprehensive appraisal of FC Baník Ostrava marketing mix. The objective was to make an improvement proposal of individual marketing elements based on the synthesis of the club fans marketing research results and author's experience. Methods: An electronic questioning was used to obtain the relevant information. This questioning was focused on the fans satisfaction, opinion and attitude. The respondents were the fans of FC Baník Ostrava. Results: Marketing research results showed deficiency in the current marketing mix of the club. Fundamental deficiencies regard an unprofessional club communication and disrespectful attitude towards the club fans who are their customers. Improvement proposals were made to enhance the current marketing mix of the club. Keywords: football club, marketing, marketing research, fans satisfaction, sports marketing.
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