Strategická analýza vybraného sportovního klubu

Abstract

This diploma thesis is focused on performing the strategic analysis in the conditions of a selected sports club. For the elaboration of the diploma thesis was selected floorball club from the Moravian-Silesian Region, club 1.SC TEMPISH Vítkovice. The theme of the floorball environment was chosen due to the personal relationship of the author to the club, as well as the constantly increasing popularity of this sport in the Czech republic. The main goal of the work is, based on made strategic analysis, to evaluate the current position of the club and to suggest posible options for its further development. The teoretical part of the thesis consists in defining the basic concepts, the practical part focuses on the implementation of specific analyzes of the external and internal environment, on the basis of which a comprehensive SWOT analysis of both of these environments affecting to the club was made. To obtain data were used following methods: work with publicly avaible documents and internal information of the club obtained from a personal interview with a club representative. After evaluating the overall SWOT analysis, some weaknesses can be mentioned, for example high dependency on external resources and insufficient marketing. On the other hand the club can be proud of its strengths in the form of an established brand, a rich and successful history, current above-standart results or an annual increase of the club members. At the end of the diploma thesis, the ideas and recommendations for the club are presented and specifically described in the areas in which the club has reserves, and on theirs improvement the club should focus on in the future.