Návrh strategie pro otevření nového tanečního studia

Abstract

This diploma thesis focuses on the development of a business strategy for opening a new dance studio, responding to the growing interest in a healthy lifestyle and active leisure. The aim of the thesis is to create a detailed strategy for the successful establishment and operation of the dance studio, including a comprehensive project that covers strategic, marketing, operational, and financial aspects of the business. The theoretical part defines key concepts and analytical tools such as PESTLE analysis, Porter’s Five Forces model, SWOT analysis, and the marketing mix. In the practical part, these tools are applied to a specific business project. A significant component is the marketing strategy based on the results of a customer survey, a pricing strategy proposal, an operational plan, and a financial plan including cost calculations, revenue forecasts, a profit and loss statement, and cash flow overview. The project’s risks and overall feasibility are also assessed. The result is a realistically developed business strategy proposal that can serve as a foundation for the actual establishment of a dance studio.