Plán strategie rozvoje golfového resortu

Abstract

This bachelor thesis focuses on developing a strategic development plan for the Park Golf Club Ostrava (PGCOV) golf resort. The primary objective is to propose specific steps for the future development of the resort based on comprehensive analyses and competitive benchmarking. The thesis is divided into two parts: the first part outlines the theoretical framework of strategic management and analytical tools, while the second, practical part focuses on comparing PGCOV with competing clubs in the Moravian-Silesian Region, followed by an analysis of the club's current state and proposals for management changes. Data collection for the subsequent analyses was conducted using personal interviewing and mystery shopping at competing golf courses. The acquired data were evaluated using benchmarking, Porter's Five Forces model, and PESTE analysis. SWOT analysis was applied to synthesize the findings from all analyses, serving as the basis for formulating management change proposals. The proposal section of the thesis comprises three key projects: the construction of a new irrigation system to eliminate critical threats and support membership retention, the introduction of a glamping project to address the lack of accommodation and support revenue diversification, and the definition of a new organizational philosophy for PGCOV, specifically establishing its mission, vision, and long-term objectives.