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Marketing Strategies to Developing the Iranian Sports Industry

Document Type : Original Article

Authors

1 MSc, Department of Sports Management, Faculty of Sport Science, Alzahra University, Tehran, Iran.

2 Associate Professor, Department of Sport Management, Faculty of Sport Sciences, Alzahra University, Tehran, Iran.

3 Associate Professor, Department of Sports Management, Faculty of Sport Science, Tehran University, Tehran, Iran.

Abstract

Purpose: This research aims to determine the Iranian strategic position with IFE and EFE analysis and present budget development marketing strategies.
Methodology: The study's statistical sample was selected from 18 expert faculty members in the research field to give a questionnaire. For the investigation of the Collecting Information Agency, during the closed interviews, the answer to the basics of the inventory status questionnaire, which was made in the contents of Mr. et al. (2014), with a reliability coefficient of 0.953, was used (P <0.05). The matrix is used more than the described indices for experiments and data analysis. The Friedman test is used in SWOT adjustment and study.
Findings: The findings showed that the current sports industry has eight strengths, 35 weaknesses, 16 opportunities, and 25 threats. Accordingly, matrix analysis in external and internal factors showed that the industry is in WT strategic position. As a result, it is appropriate to use defensive and protected strategies to get out of this situation. The sports organization's proposal uses the model of a pioneering organization, from the strategy of penetration in the mass market, penetration in a particular market, rapid entry into the market, and faster withdrawal from it as maintenance strategies or strategies. Use growth and development to develop the Iranian sports industry.
Originality: Authors in this article proposed marketing strategies to prevent the sports industry from dissolving and helping it develop.

Keywords

References
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Sports Business Journal
Volume 1, Issue 2 - Serial Number 2
Summer and Autumn
July 2021
Pages 95-113
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