Návrh marketingové strategie neziskové organizace v oblasti sociálních služeb

Abstract

This diploma thesis focuses on the analysis and design of a marketing strategy for the nonprofit organization Středisko sociálních služeb města Kopřivnice. The main goal was to evaluate the existing marketing strategy, conduct a survey among relevant respondents, and based on the findings, propose effective strategies to improve marketing communication and the overall operation of the organization. The theoretical part addressed the fundamentals of marketing strategy, data collection methods, and specifics of marketing in the social services sector. In the practical part, PESTLE and SWOT analyses were conducted, along with an analysis of the marketing mix and a research survey using the IBM SPSS statistical software. Based on these analyses, recommendations for improvement were formulated, particularly in the area of promotion and marketing activities. The work offers specific recommendations to increase the efficiency and attractiveness of the services provided by the organization.