Analýza konkurence squashového centra

Abstract

The topic of the Diploma thesis is the competition analysis of a squash centre Squash Centrum Ostrava. The aim is to analyze the market of squash center in Ostrava, to point out the shortcomings that have emerged from the research, to present recommendations to eliminate those shortcomings and to suggest ways to gain a competitive advantage, to maintain the current customers and to attract new potential customers. The work is divided into several chapters. At first the theoretical background is describes (competition analysis, competitive strategy, marketing mix of services including marketing mix of services in sport and Mystery Shopping method), then characteristics of Squash center Ostrava and its competitors and research methods (Mystery shopping, survey). The practical part contains analysis of the researched results, including verbal and graphical interpretation. The conclusion is devoted to suggestions and recommendations for the management of the centre to increase its competitiveness. The results of this study could be used to reveal major shortcomings of the squash centre so as to achieve more effective services providing and to maintain or to increase the attendance and the competitiveness of the squash center.