Návrh marketingové strategie Attack Fitness studia

Abstract

This thesis “Marketing strategy proposal of Attack Fitness studio“ is focused on the current state of fitness description and on designing an appropriate marketing strategies. Thesis investigates a significant area affecting fitness and the internal structure of the marketing mix, with which the fitness operates on the market. By the help of synthetic analysis it is achieved a comprehensive view of current status and by use of the questionnaire as a helpful method are made proposals and recommendations.

The work is divided into theoretical part, which explains main terms related to current issues, analytic methods and information, which are needed to understand this issues. Next part of this thesis is practical analysis of Attack Fitness studio. For analyzing the external environment it is used PEST analysis which describes macro environment around fitness. Internal environment is characterized by Porter´s analysis and particular products of fitness are analysed by General Electric matrix. Results of all analysis are summarized by SWOT method. From results of carried analyzes there are made proposals and recommendations which solves current situation in fitness area. The main goal of this analyzes, proposals and recommendations is to improve present position on Ostrava´s fitness market.