Document Type : Research Paper
Authors
1 Ph.D. Student of Sports Management, Ayatollah Amoli, Islamic Azad University, Amol, Iran.
2 Assistant Professor, Department of Sports Management, Ayatollah Amoli, Islamic Azad University, Amol, Iran.
3 Assistant Professor, Department of Sport Management, .Sport Sciences Research Institute of Iran
Abstract
The purpose of this study was developing a strategic Marketing planning for Karate Federation of the Islamic Republic of Iran based on strategic studies with had implemented by mixed methodology. This research was an applied research, based on data collection was field research and Descriptive- Analytic type. The statistical population of this research was Presidents and Vice presidents, officials of Karate Federation committees, Faculty members of sports management, Sports marketing experts and activists, Karate champions and coaches. The size of statistical population was 63 Specialists. The statistical sample in this research is equal to the statistical population (Census). Research tools include SWOT identification questionnaire, Internal and external factors questionnaire, internal/external environmental factors questionnaire and SWOT matrix form was also interviewing with members of the research was applied to the extent of theoretical saturation to formulate strategies. Validity of the questionnaire was confirmed by 14 experts and the reliability of the questionnaires was obtained through Cronbach's alpha coefficient of (α=0.89). To analyze data and formulate strategies SWOT analysis method and for Prioritize strategies quantitative strategic planning method were used. Findings showed that the strategic marketing plan of the Karate Federation has 14 strengths and 16 weaknesses in internal dimensions and also 13 opportunities and 12 threats in the external dimension. With regard designing the internal and external evaluation matrix, the Karate Federation's strategic marketing position was in a competitive position and ST position.
Keywords
)