The study of sport goods marketing in Hormozgan based on SWOT

Mohammad Sadr, Masoome Hosseini

Abstract


The research studied sport goods marketing in Hormozgan based on SWOT model. The research method is a survey method. Its population consisted of all sales persons, marketers and managers of sport clubs, totally 151 available people were selected as a sample. A questionnaire was developed by researcher based on SWOT model and Delphi method with 35 questions that they were set in four dimensions of strengths, weakness, opportunity and threat, the AHA and SWOT models were used to analyze data in seven steps. Finally the results showed that according to the SWOT model, opportunities and threats were assessed as external factors in sport goods marketing. The results of Matrix assessment for weakness and strengths of SWOT model showed that the final score equals 3/78 in strength and it is more than the average score of strengths (3/28) that illustrates relative success of strengths in sport goods marketing of Hormozgan and these factors could be the major factors impressing the succeed of sport goods marketing of Hormozgan. Also matrix assessment of weaknesses of SWOT model showed that the final score equaled to 1/3 for strength and it was less than average score of weakness (3/23) that explains internal factors weakness in system and sport goods marketing of Hormozgan. Final score equaled to 3/11 in external opportunities for sport goods marketing and it is more than average score of opportunities (2/78) and indicates that there are external opportunities for sport goods marketing in Hormozgan. And these factors can be the major factors impressing sport goods marketing in Hormozgan. The results of weaknesses of assessment showed that the final score is 1/5 for external threats and it was less than average score of threats (3/85) that explain weakness of opportunities resulting from external factors in sport goods marketing in Hormozgan. 


Keywords


marketing, sport goods, SWOT model.  

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