Návrh rozvoje marketingu vybrané společnosti
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Date
Authors
Ďurina, Richard
Advisor
Referee
Mark
F
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
ORCID
Abstract
Tato bakalářská práce se zaměřuje na identifikaci strategií pro zvýšení počtu samoplátců ve srovnání s pojištěnými klienty v Moderných Kúpeľoch Turčianske Teplice. Cílem výzkumu je analyzovat současnou strukturu klientely, porozumět její motivaci a navrhnout účinné marketingové a servisní inovace s cílem přilákat více samoplátců. Teoretická část popisuje základy lázeňského turismu, segmentaci zákazníků a spotřebitelské chování. Analytická část je založena na analýze interních dat, zákaznických průzkumech a srovnání s konkurencí. Závěrečná část předkládá konkrétní doporučení přizpůsobená potřebám lázní, včetně diverzifikace produktů, cílených propagačních aktivit a zlepšení zákaznické zkušenosti. Výsledky zdůrazňují význam personalizovaných služeb a nabídky s přidanou hodnotou pro zvýšení podílu samoplátců.
This bachelor thesis focuses on identifying strategies to increase the number of self-paying clients in comparison to insured clients in the modern spa of Turčianske Teplice. The aim of the research is to analyze the current structure of clients, understand their motivations, and suggest effective marketing and service innovations to attract more self-payers. The theoretical part outlines the fundamentals of spa tourism, customer segmentation, and consumer behavior. The analytical part is based on internal data analysis, customer surveys, and competitive benchmarking. The final section proposes specific recommendations tailored to the needs of the spa, including product diversification, targeted promotional activities, and improvements in customer experience. The results highlight the importance of personalized services and value-added offers in increasing the share of self-paying clients.
This bachelor thesis focuses on identifying strategies to increase the number of self-paying clients in comparison to insured clients in the modern spa of Turčianske Teplice. The aim of the research is to analyze the current structure of clients, understand their motivations, and suggest effective marketing and service innovations to attract more self-payers. The theoretical part outlines the fundamentals of spa tourism, customer segmentation, and consumer behavior. The analytical part is based on internal data analysis, customer surveys, and competitive benchmarking. The final section proposes specific recommendations tailored to the needs of the spa, including product diversification, targeted promotional activities, and improvements in customer experience. The results highlight the importance of personalized services and value-added offers in increasing the share of self-paying clients.
Description
Citation
ĎURINA, R. Návrh rozvoje marketingu vybrané společnosti [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
2025-06-19
Defence
In his presentation, the student informed the committee about the objectives, solutions and results he reached in his thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The thesis advisor graded the thesis with a grade of "F" and the thesis oponent graded the thesis with a grade of "E". The student answered the questions from the opponent's evaluation were did not answer. Questions from the committee members:
1. Ing. Havíř: What kind of secnodary resource data you used? - partly answered
2. Doc. Zich: What is the institution you used as a source of data? - partly answered
3. Ing. Petrová: What makes the analysed place so unique? - partly answered
4. Ing. Petrová: Where can I find the competitors' analysis in your thesis? - not answered
5. Ing. Petrová: Has the company seen your thesis? How do they consider your proposals? - partly answered
6. Ing. Bumberová: What was the criterium to select the competitors for the analysis? - not answered
7. Ing. Bumberová: How is your personas connected to the proposals? - not answered
8. Ing. Bumberová: Can you explain your KPI and how would you controle them? - not answered
9. Doc. Zich: How did you define presonas? - partly answered
10. Doc. Zich: How should be personas defined? - not answered
11. Doc. Zich: How do you use the data from the webpage? - partly answered
12. Doc. Zich: How do you found out that Czech people have enough money? - not answered
13. Doc. Zich: How do you know that your proposals are realistic? - not answered
Notes:
Doc. Zich: Your persona does not fit to the target group.
On the basis of the presentation and the answers to the questions raised in the discussion, the full committee found that the deficiencies in the thesis were serious and decided that the student did not defend the thesis.
Result of defence
práce nebyla úspěšně obhájena