Ali KHademi; nima majedi; mahdi naderi nasab
Abstract
Objective: Today, in order to survive in the sport markets, need to be dynamic. Sport marketing science provides a good foundation for proper marketing methods. The aim of this study is codify the wrestling federation marketing strategies based on SWOT analysis. Methodology: The method of this research ...
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Objective: Today, in order to survive in the sport markets, need to be dynamic. Sport marketing science provides a good foundation for proper marketing methods. The aim of this study is codify the wrestling federation marketing strategies based on SWOT analysis. Methodology: The method of this research is descriptive-survey. Based on the objective, it is applicable. Total of 73 people, including the boss, vice chairmen, committee officials, referees, and coaches of the national wrestling federation (33 people) were selected as the sample. Among the experts in the field of strategic marketing and sport marketing (40 people) were selected randomly and voluntarily. In the present research, a researcher-made questionnaire was used to study the internal and external factors of the federation's marketing strategic plan, which included 77 questions (11 strengths, 25 weaknesses, 19 opportunities, and 22 threats). The validity of the questionnaire was verified by 19 experts in this field and the reliability of the questionnaires was 0.89 by Cronbach's alpha coefficient. The swot process was used to determine the status of the organization and ranking the factors of strategic planning for Iran wrestling federation, Friedman test has been implemented. Results: According to internal, external, and strategic SWOT analysis, the findings of the research showed that the federation's marketing position is at WT rank with maintaining the current status. According to the results of the SWOT analysis matrix, it is better to use a defensive and stabilizing strategies to manage the Wrestling Federation's marketing domain. Conclusion: Therefore, codify of macro-management policies in order to make the sport more profitable, attention to the revenues from sustainable development, using the concept of outsourcing and securing the investment platform are among the most important strategies proposed in this research.
