Návrh marketingové strategie sportovního centra

Abstract

The diploma thesis was worked up for the sport centre Prestige park s.r.o. The core business of that company is running of the sport centre offering indoor and outdoor tennis courts, badminton, fitness, sauna and massages. The aim of the thesis was to analyse the current situation of the sport centre and the proposal of the marketing strategy leading to greater consumer satisfaction and competitiveness of the company. The theoretical part is devoted to the determination of the theoretical terms related to the given matter. The practical part was devoted to the characterization of the sport centre and the analysis of its current situation as well as exterior macro and micro environment. The research of the Prestige park customer satisfaction was realized by the questionnaire method. Subsequent conduction of the SWOT analysis and the analysis of the marketing research results were the basis for the proposal of the marketing strategy and the formulation of the recommendations, which may be used by the company for the improvement of its activities.