Marketingová strategie sportovních zařízení

Abstract

One of the main supposals of a succesful effect and sport facilities function is also the use of quality marketing strategy which is currently considered as a key matter. The knowledge of such precautions that will lead to a satisfactory result is absolutely necessary for marketing strategy. Plenty of experience and excellent knowledge of marketing details and the sport facilities environment are necessarily required. As a proposing design of a marketing strategy I have chosen a sport facility complex - a hockey ice-rink stadium; a multi-purpose sport hall, an outdoor sportground with an athletic course; indoor swimming pool and bathing place in Brumov - Bylnice. In the theoretical part I describe the general issue concerning marketing strategy. In the practical part I research the exploitation of sport facilities, customer´s satisfaction with offered services including their sources and also which factors influence customers to choose a particular sport facility. Afterwards, I analysed both macro- and micro environment and carried out the SWOT analysis which was the basis for a marketing strategy proposal and an improvement suggestion of individual activities.