Main goals of the thesis are running strategy situation analysis for the club of veteran vehicles, giving analysis of its marketing mix and setting new tools for its future promotion. Recommendations for the marketing procedures are backed up by renewed web space, which contains redaction system and is linked into optimized advertising campaign, too. Research methods were chosen according to considered financial possibilities of the club. They consist of structured interviews with people familiar with the matter, as well as club data analysis and overall statistic data analysis. Expert tools for web designers and consultants were used while creating the web advertising campaign. Conclusions of the thesis lighten the similarities between marketing mix of nonprofit organization and small entrepreneurship. Next, the fresh new site with internet promotion is boosting the money earning activities. At the same time, it speeds up communication both inside and outside of the club, all together strengthening its member's loyalty to the club.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73965 |
| Date | January 2010 |
| Creators | Filip, Lukáš |
| Contributors | Stříteský, Václav, Vávra, Oldřich |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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