Finanční a marketingová analýza taneční školy

Abstract

This bachelor’s thesis focuses on the financial and marketing analysis of a dance school, using TŠ M-plus Olomouc as a case study. The main objective is to assess the financial health and the effectiveness of the marketing activities of this non-profit organization, and to propose specific measures aimed at enhancing its stability, competitiveness, and long-term sustainability.

The theoretical part defines key concepts related to sports, physical activities, marketing, and the financing of non-profit organizations. It also examines the development of dance schools in the Czech Republic, their role in education and leisure activities for children and youth, and the specifics of operating dance schools as entrepreneurial entities.

The practical part is dedicated to an in-depth analysis of TŠ M-plus Olomouc, applying a combination of qualitative and quantitative methods – including analysis of financial statements, internal documents, interviews with the management, and results of a questionnaire survey conducted among the school’s members. The financial analysis evaluates the school’s revenues, expenses, funding structure, and level of budgetary self-sufficiency for the period 2019–2024. The marketing analysis focuses on the marketing mix, the competitive environment in the Olomouc region, the school’s communication with parents and students, and its presentation on social media.

The findings show that the school has been facing recurring operational losses, which have repeatedly been covered by personal contributions from the management. In the field of marketing, the school was found to be active on social media, but its communication is less effective compared to its competitors. The survey confirmed high satisfaction among members with the quality of teaching and overall atmosphere, while also highlighting shortcomings in communication and promotion.

Based on the analysis, specific steps were proposed to strengthen financial stability, develop marketing activities, and foster closer cooperation with the community and partners. The thesis provides practical insights not only for dance schools, but also for other non-profit organizations engaged in leisure education.