Document Type : Original Article
Authors
1
PhD student in Sports Management, Department of Motor Behavior, Sports Science and Physical Education Faculty, Ferdowsi University of Mashhad, Khorasan Razavi, Iran.
2
Assistant Professor, Department of Motor Behavior, Sports Science and Physical Education Faculty, Ferdowsi University of Mashhad, Khorasan Razavi, Iran.
3
Professor in sport management, Department of Motor Behavior, Sports Science and Physical Education Faculty, Ferdowsi University of Mashhad, Khorasan Razavi, Iran.
10.22098/rsmm.2023.13169.1248
Abstract
Purpose: As the business environment becomes more complex and the needs of consumers become more complex, companies and business organizations must carefully consider how to conduct strategic marketing planning. The aim of the present research is to design and compile the strategic marketing development plan of the Iraqi Swimming Federation.
Method: The current research was applied in terms of purpose and descriptive survey, which was collected using qualitative methods. The statistical population of this research is 450 swimming experts in Iraq (according to the statistics of the Iraqi Swimming Federation in 2021). Experts mean swimming club managers, coaches, athletes, referees, and veterans of this sport in Iraq who are active in swimming at a professional level. First, the total number of samples was selected in the qualitative section to reach theoretical saturation, and 17 were selected for the qualitative section.
Results: The results of the internal and external matrix show an average of 2.23 and 2.16, which indicates that the strategic marketing plan of the Iraqi Swimming Federation is in the WT position and the conditions for maintaining the existing situation.
Conclusion: This program cannot make good use of strengths and opportunities address weaknesses, and reduce threats. Managers and organizations related to this sport can reduce and minimize losses caused by threats and weaknesses with proper planning. Therefore, the strategic marketing development plan of the Iraqi Swimming Federation should be developed with a comprehensive, transparent, and accurate approach to improve the marketing and development activities of the Iraqi Swimming Federation.
Keywords
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