Marketingový plán tanečního studia

This bachelor’s thesis focuses on developing a marketing plan for the COOL DANCE dance studio. The main objective is to identify strategic gaps in operations and propose measures to optimize capacity utilization. The theoretical section outlines the fundamentals of marketing in culture and sports, with a focus on the specifics of experiential value. The methodological foundation consists of a case study utilizing situational analysis through the PEST method, Porter’s Five Forces model, and a synthetic SWOT analysis, which is seamlessly followed by the STP targeted marketing process and the design of a marketing mix. The practical contribution is supported by qualitative research conducted in the form of eight in-depth interviews with the studio’s management and its clientele. Based on a comparison of the internal vision and the actual perception of the brand, an action plan is proposed that focuses on diversifying the product portfolio in the morning hours and strengthening digital communication. The conclusions of the thesis provide management with a practical tool for strategic decision-making through 2027.