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Chování vybraného segmentu na trhu fitness center v Brně
Ryglová, Michaela
Ryglová, M. Consumer behaviour of selected segment in the fitness centre market in Brno. Diploma thesis. Brno: Mendel University, 2018. The diploma thesis focuses on the fitness centre market in Brno. The aim of the thesis was to characterize the behaviour of the selected segment (women of generation Y) on this market, to propose and economically evaluate marketing recommendations for commercial entities operating on this market. To meet this goal, were used the questionnaire survey (n = 310) and focus groups (n = 18). The results of the researches served as a basis for the creation of general recommendations for fitness centres as well as for case studies. The result of diploma thesis is the identification of factors, needs and preferences that influence the purchasing decision process of Y generation women.
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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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A comparison of Czech football and ice hockey national teams communication with supporters in the years 2014-2018
Touma, Štěpán ; Halada, Jan (advisor) ; Trunečka, Ondřej (referee)
The bachelor's thesis "A comparison of Czech national football and ice hockey teams communication with supporters in the years 2014-2018" deals with the analysis and comparison of the way both selected national teams communicated with fans during the selected time period, which was chosen due to similar sports situations of both teams. The aim of this thesis is to describe the communication of both teams and to answer the question, whether and eventually how the approach of selected subjects differed. The theoretical part focuses on marketing and public relations in sports, with an emphasis on the characteristics of sports fans. The analysis part describes the context within which the communication of both national teams took place in the selected time period and then continues to explore the specific activities related to both subjects. The findings are then used in the comparative part, which aims to identify both common and different characteristics in the communication of both national teams with supporters.
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Marketing research of customers satisfaction in chosen company
Cvrček, Jan ; Janák, Vladimír (advisor) ; Holánek, Michal (referee)
Title: Marketing Customer Satisfaction Research in chosen company Objectives: The aim of this bachelor thesis was to find out, by means of marketing research, the customer satisfaction with the 20min Fitness services offered. The opinions and comments received served for working out a proposal to improve the services offered. The proposal will be presented to the management of 20min Fitness. Methods: Quantitative research in the form of written and electronic questioning was conducted to determine the customer satisfaction. Results: The results of the research are shown by using graphs and tables in the analytical part. The results of the survey revealed some shortcomings, but in general, the customers are satisfied with the services provided. Keywords: Sports marketing, services, sports services, customer satisfaction, marketing mix of services, marketing research
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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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Ambush marketing on the example of 2015 Ice Hockey World Championship
Lakomá, Milena ; Vranka, Marek (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis focuses on topic of ambush marketing using an example of 2015 Ice Hockey World Championship that took place in Prague and Ostrava. In the thesis the overal theory of ambush marketing was summarized including several real examples from the world of championships and olympic games. I also introduced the topic of sponsorship to clearly set the differences between these two types of communication. Thesis also focuses on the legal and ethical limits this marketing method has. Even though using ambush marketing is a growing trend the general public tend to not know about it. According to the research done within this thesis people rarely know the term however they are good at recognizing it. In general people look at ambush marketing rather negatively and believe it is not ethical.
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Marketing research of the customers' satisfaction in RS Sportcetrum
Brožová, Ivona ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Marketing research of customer satisfaction at RS Sportcentrum Objectives: The goal of the bachelor thesis is to find out,through marketing research, the customer satisfaction of the services offered at RS Sportcentrum. The opinions and comments received on the services provided will serve to develop proposals for possible improvements to these services. Suggestions for improvement will be submitted to the RS Sportcentrum management. After submitting the proposals, the manager's opinion and their future progress in the management of the sport center will be heard. Methods: To determine customer satisfaction, quantitative research was conducted through written and electronic queries. Qualitative interviews were used to guide the research. Results: Research results are captured using graphs and cross classification. The results show that RS Sportcentrum customers are quite satisfied. Still, certain inquiries revealed some shortcomings on which the management of the sports center could improve on. Based on the results of the research, recommendations were made and presented to the RS Sportcentrum management. Keywords: sports marketing, services, sports services, customer satisfaction
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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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Tfhe Sponsoring of the Czech Biatlon in 2013-2018: Hamé case study
Uhlířová, Markéta ; Halada, Jan (advisor) ; Vranka, Marek (referee)
This bachelor thesis evaluates the Czech biathlon sponsorship between the year 2013 and 2018. During this period a relatively unknown sport became a nationwide phenomenon and attracted a large number of new sponsors. At present, sponsors include Viessmann, Hamé, Alpine Pro or Atex. This work also focuses on the current trend of increasing the effectiveness of sponsorship through active cooperation with a sponsored subject in the Czech biathlon environment. The theoretical part of this work addresses the definition of sponsorship and its functioning in the field of sport. The paper presents Czech Biathlon Union as a sponsored subject and describes its cooperation with sponsors. In the practical part, the attention is focused on Hamé, the main partner of the Czech biathlon since 2013. This partner uses biathlon most often for its promotional activities. Since the very beginning of the collaboration, the Czech biathlonists have been the main face of the Hamé brand and have appeared in several of its advertising campaigns. Linking biathlonists with Hamé products is meant to symbolize a healthy lifestyle for the target group A part of this work is a quantitative research focusing on a general awareness of the Czech biathlon sponsors and the relationship of the respondents to Hamé. The research results confirm...
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