Strategická analýza fotbalového klubu

Abstract

The bachelor thesis is focused on strategic analysis of a football club. The primary goal of this work is to carry out the strategic analysis and the partial goal is to propose recommendations that can help the club to achieve better results. The first part of this work was concentrated on theoretical definition of basic concepts related to the topic. Then follows the characteristics of the football club and the practical part which was focused on methods analyzing a external environment in the form of PESTLE analysis and Porter's model of five compenting forces. For analyzing a internal environment were used methods of financial analysis,questionnaire survey and the analysis of a marketing activities. Than all methods were connected and used in SWOT analysis. In conclusion were proposed recommendations. The result for club represents strategy of weakness and threat minimazition. At the request of the club management,the bachelor thesis is written in an anonymus form,so it does not mention specific names to respect the request of the club management.