The Marketing Strategy of SPORTOVNÍ PODLAHY ZLÍN

This bachelor thesis focuses on the analysis of the marketing strategy of the construction company SPORTOVNÍ PODLAHY ZLÍN, s.r.o., which specializes in the implementation of sports facilities and surfaces in the Czech Republic. The main objective of the thesis is to assess the effectiveness of the company’s current marketing strategy and to propose specific measures aimed at increasing its competitiveness, market share, and overall value. The thesis is based on current theoretical knowledge in the field of marketing and is supported by practical analytical tools such as SWOT analysis, PESTEL analysis, Porter’s Five Forces, and the marketing mix (4P). Thesis research part includes qualitative inquiry conducted through expert interviews with professionals from the sports construction sector. The findings from the interviews were used to formulate a SWOT analysis and subsequent recommendations for improving the marketing strategy, with a focus on strengthening relationship marketing, enhancing digital communication, expanding activities in the private sector, and maintaining a strong position in public procurement. The conclusion summarizes the key findings and presents recommendations for the company’s future development, with an emphasis on strategic data use, brand building, and a systematic marketing approach within the dynamically evolving market of sports infrastructure.