Návrh zdokonalení marketingového mixu fitness centra
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Date
Authors
Huser, Štěpán
Advisor
Referee
Mark
E
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
ORCID
Abstract
Tato bakalářská práce analyzuje a navrhuje zlepšení marketingového mixu fitness centra AZ Fitness v Brně s cílem zvýšit návštěvnost o víkendech. Na základě modelu 4P a vytvořených zákaznických person byla provedena strukturovaná pozorování a rozhovory s majitelem a zaměstnanci. Součástí je také srovnání s dvěma konkurenčními fitness centry. Výsledky ukazují klíčové oblasti ke zlepšení v oblasti služeb, cen, viditelnosti a propagace. Navržené změny mají za cíl pomoci AZ Fitness přilákat více klientů a posílit jeho postavení na místním trhu.
This bachelor thesis analyzes and proposes improvements to the marketing mix of AZ Fitness in Brno, with the goal of increasing weekend attendance. Using the 4P marketing model and customer personas, the research is based on structured observations and interviews with the owner and employees. A brief comparison with two competing fitness centers is also included. The findings highlight key areas for improvement in services, pricing, visibility, and promotion. The proposed changes aim to support AZ Fitness in attracting more clients and strengthening its position in the local market.
This bachelor thesis analyzes and proposes improvements to the marketing mix of AZ Fitness in Brno, with the goal of increasing weekend attendance. Using the 4P marketing model and customer personas, the research is based on structured observations and interviews with the owner and employees. A brief comparison with two competing fitness centers is also included. The findings highlight key areas for improvement in services, pricing, visibility, and promotion. The proposed changes aim to support AZ Fitness in attracting more clients and strengthening its position in the local market.
Description
Keywords
Marketing , Marketingový mix , Produkt , Cena , Distribuce , Propagace , Marketing , Marketing Mix , 4P , Product , Price , Place , Promotion
Citation
HUSER, Š. Návrh zdokonalení marketingového mixu fitness centra [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Robert Zich, Ph.D. (předseda)
Ing. Veronika Bumberová, Ph.D. (člen)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. Kateřina Petrová, Ph.D. (člen)
Ing. David Havíř, Ph.D. (člen)
Date of acceptance
2025-06-20
Defence
In his presentation, the student informed the committee about the objectives, solutions and results he had reached in his thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the opponent's assessment in part. Questions from committee members:
1. Ing. Petrová: Can you describe me the target group of the TikTok platform? - partly answered
2. Doc. Marciánová: How would you work with the specifis segment of Ukrainians? - partly answered
3. Doc. Marciánová: Is is need to create special version of webpage for this group of customers? - partly answered
4. Doc. Marciánová: How did you make the segmentation? - partly answered
5. Doc. Zich: You mentioned your competitors are focusing on Ukrainians. How do you know it? - not answered
6. Doc. Zich: What approach you applied while creating personas? - partly answered
7. Doc. Zich: Why did you apply observation for creating personas? - partly answered
8. Doc. Zich: How can you validate the defined personas? - partly answered
Notes:
Ing. Petrová: I miss in your theoretical part the definition of the competitors.
On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.
Result of defence
práce byla úspěšně obhájena