Analýza marketingového mixu ve florbalovém klubu

Abstract

This bachelor thesis focuses on the analysis of marketing activities and marketing mix elements, which are applied in the floorball club Torpedo Havirov. There is also mention of resourcing finance for the successful operation of the club. To achieve the objective I use questionnaire methods among the supporters club, personal sighting of competitive matches and interviews with club chairman. The introductory section is devoted to compilation of knowledge by different authors with my own knowledge of the marketing mix in services and the sport. Then briefly outline the conditions in the world and the Czech floorball, after that follows characteristics of the floorball club Torpedo Havirov, which focuses on the history, structure of the club and in particular the various elements of the marketing mix. In the chapter on methodology of data acquisition, I present the research plan, including a description of the structure of the questionnaire and subsequent implementation of the research. In the analysis, evaluate results of the research, interview and sighting, which is divided into individual elements of marketing mix. These results and my own experience with the club, correspond with my proposals and recommendations where they mention the possible improvements leading to more effective marketing mix. At the conclusion, I summarise the thesis, objectives and assessment of the problem. In thesis, I'm looking at the theme from two angles, from a position of student marketing and position an active member of floorball club Torpedo Havirov.