Komparace marketingové strategie fitness center

Abstract

The aim of this bachelor thesis, called “Comparison of marketing strategies amongst fitness centers”, is to compare marketing strategies of two chosen fitness centers. In the theoretical part, we have defined some key terms related to this bachelor thesis. The practical part was focused on an evaluation of both fitness centers according to their marketing strategies, followed by their comparison. All conclusions are based on results from a questionnaire survey and a SHOW analysis. According to the obtained results, the author suggests that the Fit Club Relax should invest more resources into innovation and promotion of the fitness and cooperate with local sport clubs and, Fitness K2 should be using new methods of promotion and focus on cooperation with local schools.