Marketingová analýza hokejového klubu v 1. hokejové lize

Abstract

The content of this thesis is to conduct a marketing analysis of a hockey club in the first Hockey League, which means the second highest rating Czech competition. This is one of the top clubs in the competition for the title of HC Slovan Ústí Lions. As the previous sentence suggests, it is a professional club whose prime interest it is to participate in the highest ranking ice hockey competitions in the Czech Republic. This thesis is divided into two main parts, theoretical and practical. The theoretical part outlines explanations of key concepts, such as determination of a corporate and marketing analysis via a SWOT or STEP analysis. The practical part refers to the club itself, its legal definition, marketing analyses, the club´s strengths and weaknesses and proposal of possible alternatives.