نوع مقاله : مقاله پژوهشی
نویسندگان
دانشگاه خوارزمی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The present research aimed at determining the strategic marketing position of the volleyball federation of Islamic Republic of Iran. The present research is an applied study and falls into survey category. The data were collected using quesionnaire. The 5 M+F model was used to design the questionnaire for internal analysis of the organization, Porter’s value chain and PEST were used for external analysis and SWOT matrix was the tool used for analysis. The staff managers of the volleyball federation of Islamic Republic of Iran were used for data collection who were selected through non-random, purposive sampling. The data were analyzed using descriptive statistics (average, standard deviation) and Friedman non-parametric statistical test. Binomial test was used for meaningfulness of the questionnaire items. Research findings showed that the volleyball federation had 7 strengths, 7 weaknesses, 4 opportunities and 7 threats in its marketing sphere. Among the marketing strengths of the volleyball federation, the valuable and well-known brand of volleyball federation had higher importance. With regard to its weaknesses, the lower number of active human forces; with regard to the opportunities, flexibility and the power to make decisions regarding the costs’ method, and with regard to the threats, the presence of women and families in volleyball salons were of higher importance respectively. After the analysis, it was evident that volleyball federation marketing lied in a competitive position which must utilize competitive strategies.
کلیدواژهها [English]
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