Návrh marketingové strategie pro florbalový klub

Abstract

The thesis is focused on management´s issues of floorball club. Whole thesis is divided into the 6 capitols describing marketing, sport, floorball itself, situation analysis, research methods and techniques, description of the current situation and subsequent proposal for appropriate marketing strategy. Individual chaps are divided in more detail and characterized. Theoretical part is explaining several fundamental terms, with emphasis on services marketing mix. Practical part is describing club´s current situation and proposals for improvement. The thesis is focused on surrounding influences of environment and customer satisfaction also. The conclusion reviewed marketing situation of the club and the consequent recommendations.