The objective of this thesis was to evaluate the standard of marketing planning in social services facilities established by the citizens? association o.s. Prevent. The objective was to find out whether such planning is performed and, if so, how and in which areas. In my research I focused on identification opportunities, risks, weaknesses and strengths of the individual facilities by means of a situation analysis, which enables to set the main pillars of the future marketing strategy. Further, I evaluated the provided services by interviewing a user of the services about the quality of service provided by o. s. Prevent facilities. The research was performed in facilities providing services in the drug addiction area on the territory of the South Bohemian region. Marketing as such was always primarily used in the profit sector. Currently, however, it has also entered the sector of non-profit organizations. The process is often accompanied by skepticism, which is based on a superficial view of the purpose of marketing management and also on the dominant position of the service providers in the region which means that they are not sufficiently motivated to use marketing. The method used for the research was collection of qualitative data. The data were collected by means of non-standardized questionnaires. Another research technique was interviewing. Additionally, directors of the individual facilities filled out tables for the situation analysis and clients of the facilities filled out non-standardized questionnaires with open questions. The research has shown that the individual facilities fail to use in their planning the structured mechanisms of marketing planning. Their planning is based on the necessity to meet requirements set by the law and in many cases their approach to the planning is rather intuitive. The quality of planning then depends on capabilities of directors of the individual facilities. A strong motivation element in favor of development of marketing strategies of the facilities might be the lack of financial means. On the other hand, the lack of funds also threatens introduction of new marketing activities in those facilities. Therefore it is necessary to think about the ways of effective generation of funds by their secondary economic activities. The research has confirmed the client´s satisfaction which is a significant indicator of quality of the provided services and of properly performed work by the facility. However, for a more efficient comparison comparative studies should be performed comparing the services with those of other facilities of similar type; this is the only way to prepare the facility for the ever more competitive market of providers of the services in the future. For the future structured planning it is essential to set some objectives. The objectives should be as specific and detailed as possible. The objectives should be measurable and comparable as only such objectives will enable to work on an effective and long-term strategy for the facilities.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:51994 |
| Date | January 2010 |
| Creators | ŠAFRÁNEK, Libor |
| 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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