Formulation and steps to implement marketing strategy FC MAS Táborsko, a.s

The very dynamic development of the sports environment and marketing tools makes sports organizations aware of how important a marketing strategy can be for their existence. Therefore, the thesis deals with the issue of marketing strategies in sport, specifically in the selected football club FC MAS Táborsko, a.s. The aim of the thesis is to determine the marketing strategy of the club with its subsequent implementation using a qualitative study. Three research questions have been formulated to meet the objective. The first concerns the current marketing situation in the club, the second deals with the initial conditions for the creation of the strategy and the third deals with the selection of a particular strategy and its implementation. The thesis is divided into two main parts, where the first is a theoretical research and synthesis of the most current professional sources that deal with the planning process of marketing strategies and specific marketing strategies in sport. The second part then analyzes the football club FC MAS Táborsko, a.s., which operates in Fortuna National League, which is the second highest professional competition in the Czech Republic. The analysis is carried out by a qualitative method, namely by means of observations and personal interviews, to which eleven respondents were selected as important stakeholders - club employees involved in the club's marketing activities and representatives of sponsors or spectators. Based on the results of the literature search and the research developed, it is clear that the club should take advantage of the market penetration strategy with the great support of promotion elements. The reason for this is a strong product that has a chance to grow in the current market and given that the organization of marketing is hardly used, the space for penetration is considerable.