Analýza konkurenceschopnosti fotbalového klubu

Abstract

This thesis deals with a comprehensive analysis of the competitiveness of one of the traditional sports entities operating within Czech professional football, anonymously designated as Fotbalový klub, a.s. The aim of the thesis is to evaluate the current market position of the club, identify its strengths, weaknesses, opportunities and threats and propose strategic recommendations for further development in the context of increasing competition and a changing environment.

In the first part of the thesis, the theoretical part is elaborated, which defines concepts such as competitiveness, strategic management, marketing mix or tools for analyzing the external and internal environment. The key methods used include PESTLE analysis, Porter's five competitive forces analysis, SWOT analysis, IFE and EFE matrices and financial analysis through ratio indicators (profitability, debt, liquidity, activity).

The practical part focuses directly on the club, with analyses based on publicly available data and documents. The PESTLE analysis analysed the political, economic, social, technological, legislative and environmental factors that influence the club's activities. In addition, the club's position in relation to its competitors (six selected rival clubs) was evaluated and comparisons were made based on attendance, results and youth work.

The financial analysis covered a period of five years and provided a detailed look at the development of key profitability, liquidity, debt and activity indicators. The results show that the club has shown improvement in most of the areas monitored in recent years, but there is still room for optimisation, particularly in the areas of income diversification and infrastructure development.

The SWOT analysis and the subsequent IFE and EFE matrices helped to reveal internal capacities and external opportunities that the club can leverage to strengthen its position. Recommended actions include improving youth outreach, expanding marketing activities, upgrading the stadium, promoting financial literacy among players and building a stronger brand not only regionally but also nationally.

The thesis offers a comprehensive view of the current state of the club and suggests specific steps that can help improve its competitiveness, stability and long-term sustainable development within the Czech football market.