Marketingová strategie sportovního centra

Abstract

The aim of this diploma thesis was to conduct „AsIs“ analysis of selected business entity and based on the results to suggest an appropriate strategy that will lead to an effective use of Marketing Mix and to an increased number of satisfied customers. The thesis is divided into six parts. The first part is an introduction and the last is a conclusion. The second chapter defines key marketing concepts, using literature as the main data source. The following chapter is the characteristic of the Havaj sport center. The fourth chapter is the micro and macro analysis, analysis by ME Porter and SWOT analysis. In this chapter are also described the result of the conducted survey. The survey was split into two parts, the preparatory and the implementation phase, followed by the evaluation of the results. Sport center marketing strategy concept based on “7P” was than defined. The fifth chapter contains a summary of the survey results and proposed recommendations.