|
maryam fathalian *1, Neda Heshmat2, mahdiye Motahari3 1دانشجوی دکتری مدیریت ورزشی دانشگاه آزاد اسلامی واحد ساری 2دانش آموخته کارشناسی ارشد دانشگاه ،، علامه طیاطیائی، تهران، ایران 3دانشجوی کارشناسی ارشد بازاریابی ورزشی، دانشگاه آزاد اسلامی، اردبیل، ایران |
The aim of this study was to develop a strategic marketing plan for leagues of Badminton federation. According to the purpose of the research, the present study is applied research and based on data collection methods is mixed research which was done by interview with Badminton experts and this is one of the strategic studies. The statistical population of this study included the president, vice president and secretary and other members of the federation, and Badminton experts and specialists. purposive sampling was used.10 people of focus group including professors of sport management, experts of the Iranian Badminton Federation were selected as a sample. Data collection was done by interviews of an open-ended questionnaire based on the SWOT strategic planning model, and in total, statement of mission and vision, strengths, weaknesses, opportunities and marketing threats of The Badminton federation was identified. Then, SWOT matrix to formulate strategies, evaluation of internal and external factors matrix to determine the strategic marketing position of the federation, and finally, Quantitative Strategic Planning Matrix (QSPM) to prioritize these strategies was applied.in order to analyzing the data collected from the development of strategic plan matrices (SWOT matrices, evaluation of internal and external factor matrix and QSPM matrix) the research questions were answered. Maxqda software version 2020 were used for all statistical calculations and graphs.
The results showed that in general, 8 vision indicators, 8 mission statement indicators, 21 strengths, 10 weaknesses, 17 opportunities and 17 threats for the marketing of the Badminton league of the Islamic Republic of Iran were identified. According to the internal and external matrix results it was determined that the strategic marketing position of the Badminton league is located in the defensive zone (WT) and 7 strategies were formulated and prioritized for it. the strategies of "developing marketing strategies, advertising and sponsors of the Badminton league", "attracting specialized and Experienced human resources, formulating practical strategies and models in the issue of developing talents in Badminton "and" Improving the professional level of Premier League clubs and developing regular programs in holding the league "were ranked in the first, second and third of attractiveness. |
