Návrh marketingové strategie sportovního centra

Abstract

The aim of this thesis was to design of marketing strategy for sports center. I used the scientific literature dealing with this issue. In addition to processing theoretical basis, I also developed overview of the company, which included a SWOT analysis and Poter's five competitive forces. Next, I conducted market research, which consisted of two parts. The first part consisted of a survey aimed at obtaining information on the sports center directly from customers. The second part of generated external benchmarking through which I analyzed the competition. All primary and secondary data were processed using Microsoft Excel 2007 and SPSS. From the data I proposed to update existing marketing strategy, elaborated according to the marketing mix.