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O ambiente de marketing desportivo está em constante mudança e desenvolvimento, não apenas por causa das novas tecnologias, como ocorre na maioria dos setores, mas também pela crescente tendência do setor desportivo, em geral. As organizações desportivas precisam de um sistema racional que corresponda às necessidades do consumidor com suas ofertas. O marketing no ambiente desportivo tem suas próprias especificidades. Esse ambiente turbulento é caracterizado por uma enorme volatilidade, e o marketing na indústria desportiva ganha um espaço constantemente maior. Portanto, todo clube desportivo precisa de uma estratégia de marketing para atingir seus objetivos da melhor maneira possível. Este estudo está focado na estratégia de marketing do Prague beach team z.s., um clube desportivo de voleibol de praia, localizado na República Checa. Nesta organização, não é dado muito espaço às atividades de marketing. As razões para tal são descritas neste estudo de caso.
Foi usada a metodologia de estudo de caso para analisar a atual situação de marketing do clube Prague beach team z.s., e sugerir melhorias, tendo em conta o potencial da organização. É muito importante entender que esta organização é um clube desportivo muito orientado para o cliente, e que não é focado no lucro do clube, como é normalmente esperado.
O resultado do estudo de caso pode ser encontrado na última parte desta tese e consiste principalmente em recomendações e a avaliação da equipe Prague beach team z.s.
Sports Marketing environment is constantly changing and developing, not only because of new technologies, as it is in most of the industries, but also because of the growing tendency in the sports industry in general. The sports organizations need a rational system that matches consumer´s needs with their offerings. Marketing in the sports environment has its own specifics. This turbulent environment is characterized by a huge volatility, and marketing in the sports industry gets a constantly bigger space. Therefore, every sports club needs its own marketing strategy to achieve their goals in the best possible way. This study is focused on the marketing strategy of Prague beach team z.s., a sports club focused on beach volleyball, located in the Czech Republic. Marketing does not have a big space in this association and it has its own reasons, which are described in this case study. A case study approach was selected as a method for this work and the analysis of Prague beach team z.s. is a very important part of it. The current marketing situation of the club is evaluated and the space for improvements is found. It is very important to understand that this organisation is very customer-oriented sports club, which is not focused on the profit of the club, as it is usually expected. The result of the case study can be found in the last part of this thesis and it consists mostly of recommendations and evaluation of Prague beach team z.s.
Sports Marketing environment is constantly changing and developing, not only because of new technologies, as it is in most of the industries, but also because of the growing tendency in the sports industry in general. The sports organizations need a rational system that matches consumer´s needs with their offerings. Marketing in the sports environment has its own specifics. This turbulent environment is characterized by a huge volatility, and marketing in the sports industry gets a constantly bigger space. Therefore, every sports club needs its own marketing strategy to achieve their goals in the best possible way. This study is focused on the marketing strategy of Prague beach team z.s., a sports club focused on beach volleyball, located in the Czech Republic. Marketing does not have a big space in this association and it has its own reasons, which are described in this case study. A case study approach was selected as a method for this work and the analysis of Prague beach team z.s. is a very important part of it. The current marketing situation of the club is evaluated and the space for improvements is found. It is very important to understand that this organisation is very customer-oriented sports club, which is not focused on the profit of the club, as it is usually expected. The result of the case study can be found in the last part of this thesis and it consists mostly of recommendations and evaluation of Prague beach team z.s.
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Estratégia de marketing Plano de marketing Marketing de serviços Marketing desportivo Voleibol de praia Prague beach team z.s. Marketing strategy Marketing plan Service marketing Sports marketing Beach volleyball