Analýza konkurenceschopnosti a managementu pohybového centra

Abstract

The diploma thesis deals with Analysis of the competitiveness and management of movement center. A small business dealing with sports services, founded in 2021 and headquartered in Kopřivnice, was chosen for the analysis. The fitness center is aimed at promoting the health and physical fitness of individuals of all age groups. The aim of the diploma thesis is to evaluate the competitiveness of a sports company, to find out the strengths and weaknesses of the company based on selected methods for analyzing the external and internal environment, and then, based on the results of the analysis, to establish proposals and recommendations for improving competitiveness. The thesis is divided into five main chapters. First chapter contains introduction. In the second chapter, basic concepts and selected methods for analyzing competitiveness are characterized, which will be further used in the practical part. In the third chapter of the thesis is characterized the movement center. Part of the third chapter is a practical part, in which the methods described in the second chapter are elaborated. These methods include: PESTLE analysis, Porter's model of five competitive forces, VRIO analysis, questionnaire survey and, last but not least, SWOT analysis. The fourth chapter contains a summary of the results from the practical part of the thesis together with proposals and recommendations for increasing the competitiveness of the company. The fifth chapter forms the conclusion and contains a summary of the work.