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

Document Type : Research Paper

Authors

1 Phd student in Sports Management, Islamic Azad University, North Tehran Branch

2 Associate Professor of Sports Management, Kharazmi University of Tehran, Iran

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

10.22084/smms.2024.26510.3103

Abstract

In the sports industry, survival requires dynamism, and marketing science provides a good foundation for the right marketing methods. The purpose of this study was to design a strategic marketing plan for billiards based on SWOT analysis using the QSPM matrix. This research is descriptive-survey and applied based on purpose. The statistical population of this study included all the members of the board of directors of the federation, marketing professors of universities, media experts in the sub-fields, and the officials of the federation committees, whose number was equal to 15 people.The instrument of the present study was a researcher-made questionnaire that was designed by Delphi method using library studies, review of documents and expert opinions of professors who specialized in related fields. The validity of the questionnaire was approved by10 professors in the field of management, strategy and marketing. The reliability of the questionnaire was also 0.79 through Cronbach's alpha. Then, SWOT analysis matrix of internal and external factors was used to determine the status. In the inferential statistics section, Friedman test was used to analyze the findings to prioritize the criteria at the level of 0.05, and the QSPM matrix was used to prioritize the strategies.This information was analyzed using SPSS software version 26.The strategic marketing plan for billiards had 9 strengths, 13 weaknesses,7 opportunities and 10 threats. Billiards's sports marketing position was in the defensive zone. 4 strategies were developed to achieve the mission of the federation's long-term marketing goals, and an action plan was developed for each

Keywords

Main Subjects

Contemporary Studies On Sport Management

Articles in Press, Accepted Manuscript
Available Online from 26 June 2024

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