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Surfing in the landlocked countries
Gross, Adam ; Bačáková, Radka (advisor) ; Hruša, Filip (referee)
Title Surfing in the landlocked countries Objectives The aim of this bachelor's thesis is to explore from the perspective of people who permanently live in a landlocked country, whether it is possible to sufficiently train and prepare for surfing in oceanic conditions. Methods This project is an empirical-theoretical work in which a quantitative research method in the form of questioning was used. Data was obtained through an online survey that contained mostly closed questions, along with a few semi-closed and open questions. The total number of questions was 24. The survey was distributed through various social media platforms aiming at people with previous or current surfing experience who live permanently in a landlocked country. Data collection took place using the Google Forms application. Results The results of the thesis show following: From the respondents' point of view, the conditions for learning, training and preparing surfers in a landlocked country are not comparable to the conditions of a country that has an ocean and offers the opportunity to ride real surfing waves. Conclusion In conclusion, the results of the survey have addressed the research questions. Based on the answers received from the respondents, it is possible to say that some individual parts (components) of surfing...
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Marketing communication of surf club
Růt, Eduard ; Čáslavová, Eva (advisor) ; Opelík, Daniel (referee)
Title: Marketing Communication of a Surfing Club Objectives: The main aim of this bachelor's thesis is to prepare recommendations for the marketing communication of the specified surfing club. Methods: Both quantitative and qualitative methods were used in this work. These included an online survey method, followed by semi-structured interviews with a member of the club's management. Results: The analysis of the club revealed that the current marketing communication is not structured and does not have clearly defined objectives. The result of this work are recommendations aimed at overall improvement of the club's marketing communication, thereby assisting the club in its growth and maintenance of its position as the primary non-profit organization in the Czech surfing environment. The recommendations are primarily focused on creating comprehensive and regular marketing communication for the club. Keywords: marketing communication, surfing, non-profit sector, sports club relations
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Social media marketing trends and their use in creating an advertising campaign for the brand Czech Surfers
Veselka, Dominik ; Crossan, William Morea (advisor) ; Voráček, Josef (referee)
Title: Social media marketing trends and their use in creating an advertising campaign for the brand Czech Surfers Objectives: The aim of this thesis is to identify current social media marketing trends through the analysis of secondary data and then describe these trends in more detail so that they can be used in the creation of the advertising campaign Czech Surfers. Methods: To identify these social media marketing trends, the work uses content analysis of 40 papers. These papers are evenly distributed across the research period from January 2020 to November 2021. The following studies and broader trend specifications are conducted in a case study, which describes the 12 most important social media marketing trends in more detail. Results: The results of the research show that the 12 trends identified are highly interconnected. At the same time, it turned out (with two exceptions) the defined trends are applicable to all social media platforms examined, such as Facebook, Instagram, Twitter, and TikTok. In the process of creating an advertising campaign plan, its SMART goals were set, the strategy was defined, and the specific implementation of the identified trends into the environment of Czech Surfers social media profiles was carried out. It all ends up with a content posting plan for the...
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Innovation of the sports product - Czech Surfers Camp
Horáková, Jana ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Innovation of the Sport Product - Czech Surfers Camp Objectives: The main objective of the research is to create an innovated product Czech Surfers Camp based on the analysis of primary data obtained by survey. Respondents will be divided into individual groups based on their personal experience with participation in the Czech Surfers Camp. According to the evaluated results of preferences and satisfaction of participants, an updated model of the event program will be designed. It will reflect the requirements of individual groups of participants. The secondary goal is to evaluate the loyalty of past camp participants. Methods: The selection of suitable research methods is led by the motivation for the use of modern methods of data acquisition. The research file is divided into samples of former participants, future participants (they have already bought a voucher for 2022), and potential participants. The method of online survey uses questionnaires shared by a web application optimized for a mobile environment and also uses surveys on social media networks. Results: The result of Czech Surfers Camp participants' feedback shows that the innovation process of the event's program cannot fully follow the requirements of the respondents. The developed program reflects a factor range that...
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Brand Building of Freestyle Brands on the Example of Quiksilver
Kučerová, Tereza ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The diploma thesis "Brand Building of Freestyle Brands on the Example of Quiksilver" deals with the brand Quiksilver, its origin, development, global agency, its place on the Czech market and marketing strategies. The first part of this thesis covers the issues incorporated within the market of freestyle brands, their development and cultural environment in which they were formed. Furthermore, the term "freestyle brand" is introduced and its meaning is explained. In addition, a historical background of Quiksilver is provided. The brand's global importance is also described, starting with the sewing of the first shorts of Quiksilver in Torquay, Australia and moving to Huntington Beach, California, and subsequent global expansion. Quiksilver was originally a small local company, and gradually developed and expanded its product line to become one of the largest multinational companies in the field of freestyle brands. This thesis depicts Quicksilver's marketing activities on the global and the Czech market, where it has been around since 1991. This section describes event marketing, advertising and sales promotion, and provides an evaluation alongside these descriptions. In this study the method of descriptive analysis was used. Research using an electronic public survey on the brand's popularity...
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Development strategy for the brand manufacturing surfboards
Veselka, Dominik ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Development strategy for the brand manufacturing surfboards Objectives: The aim of this bachelor thesis is to find out a "white spot" on the surfboard market and create a product and brand to fill this area. Another task is to apply strategic brand management steps. These steps will be guided from the very beginning of product and brand development through building the brand equity and its image. Then the study will choose appropriately brand elements and the brand building will continue up to brand next development and innovative activity. Methods: This paper analyzes the secondary data obtained from the results of market surveys conducted in the field of surfboard industry during 2017 and 2018. The data obtained were further processed for market competition analysis and creation of a positional map. Using these methods helped to find out and establish the position of the new brand in the surfboard market. Results: The paper has discovered an empty space on the market covered by demand and with no supply made. This place was complemented by a new product. The features of the product were determined on the basis of competition analysis and construction of the positional map. There were made strategies for the brand equity and brand image development. The paper selected the most important...
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Posterior chain muscle endurance and arm paddling peak power in amateur female surfers
Kopčilová, Michaela ; Jaklová Dytrtová, Jana (advisor) ; Prokešová, Eva (referee)
Title: Posterior chain muscle endurance and arm paddling peak power in amateur female surfers Objectives: Thesis is dedicated to female surfing, particularly paddling, as this is an undiscovered area of research. Very few studies have been carried out, which would focus on muscle activity in surfing. None of the studies focused on posterior chain or muscle activity of female surfers while paddling. Not only that the level of competitive surfing is increasing rapidly, as it will be part of Olympic Games in Tokyo in 2020, but the recreational surfers are also becoming more literate about surf science and willing to improve their surfing performance by dry land surf specific trainings. Surfing industry represents a worldwide business, where big companies offer sponsorship, which is reasonable motivation for young athletes (M. Mendez-Villanueva & Bishop, 2005). As the number of recreational and competitive female surfers is raising as well, the level of competitive female surfing is increasing (Booth, 2001) and professional female surfers are becoming equal in regards to getting the same amount of prize money in competitions, more research should be dedicated to female surfing. The aim of this thesis was to study association between posterior chain endurance and other variables such as frequency of...
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Development strategy for the brand manufacturing surfboards
Veselka, Dominik ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Development strategy for the brand manufacturing surfboards Objectives: The aim of this bachelor thesis is to find out a "white spot" on the surfboard market and create a product and brand to fill this area. Another task is to apply strategic brand management steps. These steps will be guided from the very beginning of product and brand development through building the brand equity and its image. Then the study will choose appropriately brand elements and the brand building will continue up to brand next development and innovative activity. Methods: This paper analyzes the secondary data obtained from the results of market surveys conducted in the field of surfboard industry during 2017 and 2018. The data obtained were further processed for market competition analysis and creation of a positional map. Using these methods helped to find out and establish the position of the new brand in the surfboard market. Results: The paper has discovered an empty space on the market covered by demand and with no supply made. This place was complemented by a new product. The features of the product were determined on the basis of competition analysis and construction of the positional map. There were made strategies for the brand equity and brand image development. The paper selected the most important...
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Marketing plan for online surfing magazine
Michna, Jakub ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
Název: Marketing plan for online surfing magazine Cíle: The main aim of this thesis is to design a marketing plan for launching new online surfing magazine. This project would emerge from present online media Freeride.cz/Water, which adverse situation is going to be analyzed. Metody: Author used interviewing and personal survey as methods. Secondary data collection, PEST analysis and Google Analytics tool served as framework for resulting SWOT analysis. Výsledky: The marketing plan for one year period is the outcome of this thesis. It will be used as practical basis for launching new online surfing magazine. Klíčová slova: marketing, marketing plan, online magazine, surfing, online media, Google Analytics
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Surfing as a key cause of social and cultural changes in Moroccan Taghazout
Remešová, Lucie ; Halbich, Marek (advisor) ; Varhaník Wildová, Kateřina (referee)
1 Abstract In this thesis I am focused on long-term research in a small Moroccan village of Taghazout where I had the opportunity to observe for several years the rapid changes in the local environment; a fishing village not too affected by tourism has become a popular center for surfers from all around the world and headquarters of foreign investors, which completely changed the character of the place. I first visited Taghazout in October 2010 for the purpose of surfing, I made friends with the locals and became insider to some extent. From this position I was then gaining during the research, in which I focused specifically on the case study of my main informants and friends who are Moroccan founders of a local company, that runs business connected to surfing. I have regularly visited Taghazout since 2010 at least once a year. From 2013 I started actively doing preliminary researches and the actual fieldwork lasted from October 2014 to January 2015, when I lived in Taghazout. The aim of my study was to explore and describe primarily, what changes occurred in the village due to tourism and surfing, how are these changes reflected in the functioning of my informant's company, if they consider them negative or positive and in what ways. I confronted their statements with my own observations and with...
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