Developing Sports Marketing Strategies for Iran Sport for all Federation (ISFAF)

Document Type : Research Paper

Authors

1 Ph.D student of sports management in Payam Noor University

2 Assistant Professor, of Sport Management, Payame Noor University,

Abstract

The purpose of the research is to develop marketing strategic plan for Iran Sport for all Federation(ISFAF). The research method is descriptive-analytic, a type of strategic study. The statistical population consisted of members of the board of directors, chairmen of committees, provincial councils, associations and the strategic council of ISFAF, a researcher and a sports strategy marketing stakeholder and a marketing strategist who were totally 132 People. Using random stratified sampling and Cochran formula, 95 people were selected as samples. Data was collected by interviewing and researcher-made questionnaire. Initially, an interview was conducted to determine the strengths, weaknesses, opportunities and threats in the formulation of a Strategic Marketing Plan for ISFAF in the Strategic Committee, with a panel of experts on Delphi (SWOT), and its validity was confirmed by professors of sport management & marketing. The reliability of the research tool was obtained using Cronbach's alpha coefficient for strengths, weaknesses, opportunities and threats respectively of 0.84, 0.87, 0.91 & 0.93. The data from this questionnaire were analyzed by descriptive and inferential statistics such as Friedman test, using SPSS software version 22. The Strategic Sports Marketing plan has 12 strengths, 11 weaknesses, 10 opportunities and 9 threats. The position of strategic marketing plan for ISFAF is in the conservative region (WO). Fourteen strategies were developed to fulfill the mission of the federation's long-term marketing goals, and set up an operational plan for each of them. The conclusion was that the federation requires the use of conservative and near-invasive (SO) strategies in the field of action.

Keywords

References

 

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Applied Research in Sport Management
Volume 7, Issue 3 - Serial Number 27
Winter 2019
February 2019
Pages 75-84

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History

  • Receive Date: 18 November 2016
  • Revise Date: 29 October 2018
  • Accept Date: 13 January 2019

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