Repositioning of Formula One - Analysis, Implications, and Recommendations for a Successful Transition
| Thesis title: | Repositioning of Formula One - Analysis, Implications, and Recommendations for a Successful Transition |
|---|---|
| Author: | Valníček, Jakub |
| Thesis type: | Diploma thesis |
| Supervisor: | Machek, Martin |
| Opponents: | Duroň, David |
| Thesis language: | English |
| Abstract: | 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. |
| Keywords: | Repositioning Strategy; Brand; SMART Goal Framework; Formula One; Motorsport |
| Thesis title: | Repositioning of Formula One - Analysis, Implications, and Recommendations for a Successful Transition |
|---|---|
| Author: | Valníček, Jakub |
| Thesis type: | Diplomová práce |
| Supervisor: | Machek, Martin |
| Opponents: | Duroň, David |
| Thesis language: | English |
| Abstract: | 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. |
| Keywords: | SMART Goal Framework; Motorsport; Formula One; Repositioning Strategy; Brand |
Information about study
| Study programme: | International 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: | 1. 12. 2020 |
|---|---|
| Date of submission: | 25. 8. 2021 |
| Date of defense: | 24. 9. 2021 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/75390/podrobnosti |