Marketing mix of fitness Spot Centrum Budokan
| Thesis title: | Marketingový mix posilovny Sport Centrum Budokan |
|---|---|
| Author: | Růžová, Monika |
| Thesis type: | Diplomová práce |
| Supervisor: | Procházková, Markéta |
| Opponents: | Šádek, Milan |
| Thesis language: | Česky |
| Abstract: | Cílem práce je popsat a analyzovat marketingový mix a marketingové aktivity posilovny SPORT CENTRUM BUDOKAN s důrazem na zvýšení atraktivnosti a konkurenceschopnosti, identifikovat případné nedostatky a formulovat soubor doporučení pro majitele posilovny, tj. navrhnout ucelenou marketingovou strategii. Na základě vlastní marketingové analýzy (situační analýza, analýza SWOT, mystery shopping, dotazování, pozorování a benchmarking) jsem navrhla marketingovou strategii, díky které bude dosaženo stanoveného cíle. |
| Keywords: | benchmarking; pozorování; situační analýza; marketingový mix služeb; marketingová strategie; dotazování; mystery shopping; analýza SWOT |
| Thesis title: | Marketing mix of fitness Spot Centrum Budokan |
|---|---|
| Author: | Růžová, Monika |
| Thesis type: | Diploma thesis |
| Supervisor: | Procházková, Markéta |
| Opponents: | Šádek, Milan |
| Thesis language: | Česky |
| Abstract: | The aim of this work is to describe and analyze the marketing mix and marketing activities of the fitness SPORT CENTRUM BUDOKAN with the emphasis on increasing its attractiveness and competitiveness, to identify possible deficiencies and to give a list of recommendations for the owner of the fitness, i.e. to make a proposal of a compact marketing strategy. Based on my own marketing analysis (positional analysis, SWOT analysis, mystery shopping, polling, observation and benchmarking), I have designed my own marketing strategy, which would lead to the established aim. |
| Keywords: | observation; polling; positional analysis; marketing mix of services; marketing strategy; benchmarking; mystery shopping; SWOT analysis |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 27. 5. 2009 |
|---|---|
| Date of submission: | 25. 11. 2009 |
| Date of defense: | 3. 2. 2010 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/20817/podrobnosti |
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