Developing the themes of strategic football excellence in North Khorasan with a mixed marketing approach

Document Type : Original Article

Authors

1 PhD student, Department of Sports Management, Shahid Chamran University of Ahvaz, Iran.

2 Assistant Professor, Department of Sports Management, Ferdowsi University of Mashhad, Iran.

Abstract

Objective: The purpose of this study is to develop a strategic marketing plan for the North Khorasan Football Board. The present study was a field study that was conducted by descriptive-analytical method and in the field.



Methodology: The statistical population of the study included: all employees, veterans related to the football board and managers of football boards in North Khorasan province. The statistical sample was selected as the total number of the statistical population and finally, out of 50 submitted questionnaires, 50 questionnaires were received. The measurement tool was a researcher-made questionnaire whose validity was confirmed. For compilation of ten experts and professors of sports management and its reliability was confirmed by Cronbach's alpha method (0.82). Strategies were extracted from SWOT analysis and Friedman ranking test was used to rank strengths, weaknesses, opportunities and threats.



Results: Findings indicate that the marketing mix in the North Khorasan Province Football Board is strategically located in the defensive zone in terms of internal and external matrix.



Conclusion: In North Khorasan Province, the football board must be strengthened, dissolved, or merged into another organization by restructuring and re-evaluating.

Keywords

journal of motor and behavioral sciences
Volume 4, Issue 2
July 2022
Pages 107-115

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