Návrh strategie pro fitness centrum

Abstract

This diploma thesis is focused on the fitness centre Pure Jatomi Fitness in Ostrava. The goal of this paper is, by means of corresponding methods, to perform a strategic analysis of a chosen fitness centre and based on the results to determine a strategy and recommend changes which could help to improve the competitive position and the overall position of the fitness centre in the market. A questionnaire, an interview with a manager, and secondary sources were used to gain necessary information. The paper consists of a theoretical and practical part. The theoretical part determines basic terms from the strategic management area. The practical part focuses on applying theoretical grounds in practice. As follows from the research, the fitness centre has a good competitive position, however considering its successfulness it does not have sufficient space for a great amount of people. The management should concentrate on setting a right strategy. An important step forward could be establishing another branch in a different shopping centre and extending their service offer.