Komparace marketingu vybraných zahraničních a českých hokejových klubů

Abstract

This bachelor thesis concerns the marketing comparison of selected Czech and North - American ice hockey clubs. The thesis has theoretical-empiric character. In theoretical part is aim taken to terminology, which is necessary to understand in terms to understand the whole thesis and sense of comparison. In practical part, at first, are introduced particular clubs and then made the characteristics of their marketing strategies, mainly pointed on three fields, which are not important just for ice hockey clubs, but also for clubs in sports generally – Promotion, Communication with fans and Tickets. After processing the data, concerning mentioned points of sports marketing, obtained by interview with marketing managers of individual clubs, there has been made the mass comparison of these fields. After this comparison, its results were summarized into SWOT analysis, and based on these outputs were made suggestions of ways, which could help clubs to boost the efficiency of their economic activities. Except the marketing comparison of ice hockey clubs from totally different economic environments, this thesis also concerns the behavior, habits and preferences of fans from various cultures, which are, in this case, in role of customers. The goal of this piece of work is not only to understand the mentioned points and to highlight how much is the marketing strategy depended on the culture of each country, but also, to indicate how positions of particular leagues differ, however, sometimes, in some points, are alike due to unstoppable trend of globalization, which influences the whole (and not only economic) society.