Aplikace strategické analýzy sportovního klubu

Abstract

This bachelor thesis deals with the application of selected methods of strategic analysis to the sports club FK Nový Jičín. The aim of the thesis is to evaluate the current situation of the club based on an analysis of its external and internal environment, identify the key factors influencing its operation, and formulate recommendations for its further development. The theoretical part defines the basic concepts of strategic management and selected methods of strategic analysis. The practical part focuses on the application of PEST analysis, the McKinsey 7S model, and VRIO analysis to the conditions of FK Nový Jičín. The thesis also includes benchmarking, through which the club is compared with MFK Havířov. The results of the thesis primarily highlight the importance of systematic youth development, regional cooperation, and the stable functioning of the club. On the other hand, lower match attendance and limited financial resources are identified as weaker areas. Based on the conducted analyses, recommendations for the further development of the club are formulated.