External Sales Marketing Strategy for Bouncing Castles Company

Dominika Kútna

Master's thesis

Abstract:

The bouncing castle industry in Central Europe is going through an unprecedented change and the demand is increasing on an annual basis. As the original reactive approach towards marketing strategy is insufficient, the thesis aims to find additional revenue streams for a local bouncing castle company based in Slovakia – Hopsaland.com with the help of emerging technologies and tools of competitive intelligence. Competitive intelligence tools provide an advanced view of the market with the attractions, reaching beyond the boundaries of the Slovak Republic. Analysis of the latest trade data provides a basis for defining emerging strategic countries for trade with the bouncing castles within the European Union and advanced competitive intelligence tools, such as web scraping, then show the uncovered opportunities on the Central European market for the company. This thesis pioneers a proactive approach towards marketing strategy in the search of revenue and finding potential customers on an example of a local company in the Slovak Republic whilst becoming agile enough to adjust to the ever-changing conditions of the entertainment market.

Abstract:

The bouncing castle industry in Central Europe is going through an unprecedented change and the demand is increasing on an annual basis. As the original reactive approach towards marketing strategy is insufficient, the thesis aims to find additional revenue streams for a local bouncing castle company based in Slovakia – Hopsaland.com with the help of emerging technologies and tools of competitive intelligence. Competitive intelligence tools provide an advanced view of the market with the attractions, reaching beyond the boundaries of the Slovak Republic. Analysis of the latest trade data provides a basis for defining emerging strategic countries for trade with the bouncing castles within the European Union and advanced competitive intelligence tools, such as web scraping, then show the uncovered opportunities on the Central European market for the company. This thesis pioneers a proactive approach towards marketing strategy in the search of revenue and finding potential customers on an example of a local company in the Slovak Republic whilst becoming agile enough to adjust to the ever-changing conditions of the entertainment market.

Keywords

Competitive intelligence, Bouncing Castles, Inflatable Attractions, Hopsaland, External Sales Strategy

Keywords

Competitive intelligence, Bouncing Castles, Hopsaland, Inflatable Attractions, External Sales Strategy

Language used: English

Date on which the thesis was submitted / produced: 17. 12. 2023

Thesis defence

• Date of defence: 23. 2. 2024
• Supervisor: Jan Černý
• Reader: Matyáš Urbánek

Vysoká škola ekonomická v Praze

Master programme:
Data & Analytics for Business Management