Posouzení marketingových přístupů fitness center v poskytování sportovních služeb

Abstract

This thesis deals with the differences in marketing approaches of fitness centers with different concepts. The first part of this thesis theoretically defines basic concepts related to the given issue. These theoretical concepts are then applied in the practical part. The second part focuses on the theoretical delineation of methods that were utilized for marketing research in the practical section. In the practical section, fitness centers are first described in terms of the marketing mix, followed by conducting marketing research for each of them. Marketing research was conducted using methods such as SWOT analysis and Porter's analysis. The practical part utilizes the results of the conducted analyses to determine possible suggestions and recommendations for the future of the respective fitness centers.