Designing a Billiards Strategic Marketing Plan Based on SWOT Analysis Using QSPM Matrix

Document Type : Research Paper

Authors

1 PhD Student in Sports Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

2 Associate Professor, Faculty of Physical Education, Kharazmi University, Tehran, Iran

3 Assistant Professor, Department of Physical Education, North Tehran Branch, Islamic Azad University, Tehran, Iran

10.22084/smms.2024.26510.3103

Abstract

In the sports industry, dynamism is needed for survival, and marketing science provides a suitable foundation for proper marketing methods. The purpose of this research was to design a strategic marketing plan for billiards based on SWOT analysis using the QSPM matrix. This research is of a descriptive-survey type and based on the purpose, it is practical. The statistical population of this research included all the members of the Federation's Board of Directors, university marketing professors, media experts of the sub-categories, the officials of the Federation's committees, whose number was equal to 15 people. The current research instrument is a researcher-made questionnaire that was designed using the Delphi method by using library studies, document review, and expert opinions of professors who had expertise in related fields. The validity of the questionnaire was confirmed by 10 professors in the field of management, strategic, and marketing. Also, the reliability of the questionnaire was obtained through Cronbach's alpha of 0.79. Then the SWOT analysis method of internal factors and external factors evaluation matrix was used to determine the situation. In the inferential statistics section, Friedman's test was used to prioritize criteria at the 0.05 level, and QSPM matrix was used to prioritize strategies. The mentioned information was analyzed using SPSS version 26 software. The strategic marketing plan of the billiard field had 9 strengths, 13 weaknesses, 7 opportunities and 10 threats. The sports marketing position of billiards was located in the defensive area. 4 strategies for realizing the mission of the long-term marketing goals of the federation were formulated and an operational plan was prepared for each of them. It was concluded that the billiard field can use the proposed strategies in the marketing of billiards in order to bring success to the marketing of this federation and improve its performance.

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Main Subjects

References

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Contemporary Studies On Sport Management
Volume 14, Issue 27
September 2024
Pages 193-211

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