Sport Management Journal

Strategic Planning for Sports Marketing of Private Sector in Tehran

Document Type : Research Paper

Authors

Somayeh Kounani 1
Maryam Mokhtari Dinani 1
Najaf Aghaei 2

1 Department of Sport Management, Faculty of Sport Sciences, Alzahra University, Tehran, Iran.

2 Department of Sports Management, Faculty of Sports Sciences, Kharazmi University, Tehran, Iran

https://doi.org/10.22059/jsm.2022.342330.2941
Abstract
Introduction: The purpose of this study was developing strategic planning for sports marketing of private sector in Tehran.  
Methods: This study was conducted by forming a strategic council consisting of sports service providers, managers and sports marketing specialists in Tehran universities, sports service marketing specialists, key representatives and stakeholders (media, sponsors) who were purposefully selected. Internal and external factors questionnaire, internal and external factors matrix, strategic positioning matrix of domestic sports services marketing and SWOT matrix were used to prioritize the marketing strategies of sports services in Tehran.
Results: Based on the results, Strengths 16 items, weaknesses 18 items, opportunities 14 items, threats 18 items were obtained. The strategic position of marketing sports services in Tehran was obtained in the position of WT (internal weakness of the organization and external threats).
Conclusion: Therefore, it is necessary to formulate marketing strategies for sports services in Tehran in such a way that it can use the existing strengths and opportunities to reduce the weaknesses of the organization and act in order to deal with the environmental threats ahead.

Keywords

Marketing
Private sector
Sports Services
Strategic Marketing
WT
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Sport Management Journal
Volume 16, Issue 2
Spring 2024
Pages 79-63

  • Receive Date 29 April 2022
  • Revise Date 14 July 2022
  • Accept Date 06 September 2022

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