Repositioning of Formula One - Analysis, Implications, and Recommendations for a Successful Transition
| Název práce: | Repositioning of Formula One - Analysis, Implications, and Recommendations for a Successful Transition |
|---|---|
| Autor(ka) práce: | Valníček, Jakub |
| Typ práce: | Diploma thesis |
| Vedoucí práce: | Machek, Martin |
| Oponenti práce: | Duroň, David |
| Jazyk práce: | English |
| Abstrakt: | The aim of this Master Thesis is to analyze the process of repositioning of the Formula One racing series from a motor sport company to a global entertainment brand since its acquisition by Liberty Media, an American mass media company, in 2017. The Thesis presents a comprehensive review of theoretical frameworks along with an analysis of the sport’s history to lay a solid foundation for a qualitative examination of the specific steps Formula One has taken in order to change its perception and reposition itself on the global entertainment market. The SMART Goal Framework complemented by an expert interview are used as the main methods for analysis of the Formula One Corporate Strategy, which outlines the future direction of the sport and thereby its repositioning efforts. The Thesis produces a set of recommendations for each area of the Corporate Strategy in order to improve the repositioning process of Formula One. |
| Klíčová slova: | Repositioning Strategy; Brand; SMART Goal Framework; Formula One; Motorsport |
| Název práce: | Repositioning of Formula One - Analysis, Implications, and Recommendations for a Successful Transition |
|---|---|
| Autor(ka) práce: | Valníček, Jakub |
| Typ práce: | Diplomová práce |
| Vedoucí práce: | Machek, Martin |
| Oponenti práce: | Duroň, David |
| Jazyk práce: | English |
| Abstrakt: | The aim of this Master Thesis is to analyze the process of repositioning of the Formula One racing series from a motor sport company to a global entertainment brand since its acquisition by Liberty Media, an American mass media company, in 2017. The Thesis presents a comprehensive review of theoretical frameworks along with an analysis of the sport’s history to lay a solid foundation for a qualitative examination of the specific steps Formula One has taken in order to change its perception and reposition itself on the global entertainment market. The SMART Goal Framework complemented by an expert interview are used as the main methods for analysis of the Formula One Corporate Strategy, which outlines the future direction of the sport and thereby its repositioning efforts. The Thesis produces a set of recommendations for each area of the Corporate Strategy in order to improve the repositioning process of Formula One. |
| Klíčová slova: | SMART Goal Framework; Motorsport; Formula One; Repositioning Strategy; Brand |
Informace o studiu
| Studijní program / obor: | International Management |
|---|---|
| Typ studijního programu: | Magisterský studijní program |
| Přidělovaná hodnost: | Ing. |
| Instituce přidělující hodnost: | Vysoká škola ekonomická v Praze |
| Fakulta: | Fakulta podnikohospodářská |
| Katedra: | Katedra marketingu |
Informace o odevzdání a obhajobě
| Datum zadání práce: | 1. 12. 2020 |
|---|---|
| Datum podání práce: | 25. 8. 2021 |
| Datum obhajoby: | 24. 9. 2021 |
| Identifikátor v systému InSIS: | https://insis.vse.cz/zp/75390/podrobnosti |