Strategická analýza vybraného sportovního klubu

Abstract

The thesis deals with strategic analysis of a football club FK Bolatice. The aim of thesis is to find out the current position of club and to suggest options for improving the amateur football club FK Bolatice, especially in economic, sports and social areas. In the theoretical part of this thesis are defined terms associated with strategic analysis, there are described individual tools and models through which the practical part is subsequently carried out strategic analysis. The practical part analyzes the external and internal environment of the football club FK Bolatice. The analysis of the external environment is divided into macro and micro environment. The macro environment of the club is analyzed by PEST analysis, the micro environment by Porter's analysis of competitive forces. The internal environment is evaluated through the analysis of key factors of the club and financial analysis. From the factors affecting the external and internal environment of club is then carried out SWOT analysis, which summarizes the strengths, weaknesses, opportunities and threats of club. The conclusion is devoted to the evaluation of the current situation of club. In addition, suggestions and recommendations for club management are presented, which should help to improve the level of FK Bolatice, especially in the economic, sports and social areas.