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Marketing mix of Nikon Golf Academy and suggestions for its improvement
Opelík, Daniel ; Štědroň, Bohumír (advisor) ; Voráček, Josef (referee)
Title: Marketing mix of Nikon Golf Academy and suggestions for its improvement Objectives: The aim of this work is to optimize marketing mix of the company Nikon Golf Academy, which focuses at providing services to customers in Prague and its surroundings. The analysis of the current marketing mix of the company, specifically of the 7P's (product, price, place, promotion, people, process, presentation), should bring proposals and suggestions for the improvement of its current marketing mix. This will help the company to attract higher amount of clients and bring bigger prosperity. Methods: In this thesis a method of qualitative analysis and a secondary data analysis is used. The quantitative analysis and its results focuses on the marketing mix of the company. First of all the marketing mix is analysed from the company's perspective. Thereafter the issue is analysed from the customers point of view perceiving of the components of the marketing mix. The secondary data analysis is applied to study the current marketing mix. Results: The company management and their clients evaluated the current marketing mix mostly as positive. The result of the research points out the fact that changes are needed. The following parts of the marketing mix were proposed: product, price, promotion and process. Product...
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Marketing mix of Nikon Golf Academy and suggestions for its improvement
Opelík, Daniel ; Štědroň, Bohumír (advisor) ; Voráček, Josef (referee)
Title: Marketing mix of Nikon Golf Academy and suggestions for its improvement Objectives: The aim of this work is to optimize marketing mix of the company Nikon Golf Academy, which focuses at providing services to customers in Prague and its surroundings. The analysis of the current marketing mix of the company, specifically of the 7P's (product, price, place, promotion, people, process, presentation), should bring proposals and suggestions for the improvement of its current marketing mix. This will help the company to attract higher amount of clients and bring bigger prosperity. Methods: In this thesis a method of qualitative analysis and a secondary data analysis is used. The quantitative analysis and its results focuses on the marketing mix of the company. First of all the marketing mix is analysed from the company's perspective. Thereafter the issue is analysed from the customers point of view perceiving of the components of the marketing mix. The secondary data analysis is applied to study the current marketing mix. Results: The company management and their clients evaluated the current marketing mix mostly as positive. The result of the research points out the fact that changes are needed. The following parts of the marketing mix were proposed: product, price, promotion and process. Product...
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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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