Marketingová strategie sportovního centra YMCA

This bachelor’s thesis focuses on the marketing strategy of the YMCA sports centre. The main aim of the thesis is to propose a marketing strategy targeted at younger and middle-generation customers in order to support the performance of the centre and modernise its communication. The theoretical part defines the basic concepts of services marketing, sports marketing, marketing strategy, situational analysis, positioning and marketing communication. The methodological part describes the procedure for processing the methods used. The practical part is based on a situational analysis of the centre, a SWOT analysis, a questionnaire survey and interviews with employees, instructors and the manager of the sports centre. The findings show that the centre is perceived positively mainly due to its location, affordability, wide range of services and specific atmosphere. At the same time, weaker areas were identified, particularly in communication, visual presentation, the technical condition of the facilities and the clearer definition of the centre’s position. Based on these findings, measures are proposed to strengthen the perception of the centre, improve communication with the target groups and increase the attractiveness of the YMCA sports centre for younger and middle-generation customers.