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Strategic marketing planning for
Sport for All in Greece
Zachari Panoraia, Thanos Kriemadis,
Alkistis Papaioannou, Pinelopi
Athanasopoulou, Panagiotis Alexopoulos,
Ioannis Douvis &, Ourania Vrondou.
A g
e n
d a
Introduction
Sport for All in Greece
The organizational structure of SfA in Greece
Purpose of the study
Study questions
Study methodology
Results
Conclusions
Recommendations
Q & A’s
Introduction
Local Sport Organizations (LSO) providing leisure activities in
Greece, begun to recognize the contribution of marketing
planning, although in many cases there are still fundamental
perplexities.
Collins et. all (1992) refers that many officers and members in
public leisure services associate marketing with promotion, and
some devalue or reject it for that reason alone. That requires much
better awareness in order to remove this misapprehension.
Sport for All in Greece
The Greek SfA programs were initially implemented in
1982. The main aim of the SfA programs is to encourage all
social groups to participate in sport and leisure activities
improve the quality of life and at the same time to advance
health, culture, education and recreation in the community.
The organizational structure
of SfA in Greece
General Secretariat of Sport
Implementation
of programs
Sport for All programs Directory
Executive and approval board Planning
Scientific support Financial support
Prefectorial Sport experts
Local Authorities and/or
Organizations
Ministry of Culture and Tourism
Feedback of
implementation
Physical Education Trainers
Purpose of the study
This study was designed to investigate the extend to
which Local Sport Organizations (LSO) have adopted
strategic marketing planning in the Sport for All (SfA)
programs.
Stu
dy q
ues
tio
ns
Does the LSO have a strategic marketing plan
developed for SfA programs?
In which degree does the LSO take into account the
factors of external environment?
In which degree does the LSO take into account of
internal environment?
In which degree does the LSO take into account the
factors that are related with the strategy marketing?
In which degree does the LSO take into account the
factors that are related with the implementation of
marketing planning process?
Stu
dy m
eth
od
olo
gy
Questionnaire
The research has been conducted in the
prefecture of Attica in Greece where seventy-four
(74) LSO have implemented SfA programs.
Almost sixty-seven (67) percent of those
surveyed returned the questionnaire.
R e s u l t s (1)
Evaluation of strategic marketing planning for SfA in Greece
Yes (%)
No (%)
Establishment of mission statement, vision and values for
SfA programs
determination of long-term objectives for SfA programs
evaluation of strengths and weakness of SfA programs
evaluation of opportunities and threats that arise
from the exterior environment
determination of marketing objectives
growth of marketing strategies that leads to the achievement
of marketing objectives
periodical evaluation of attribution of above activities
periodical evaluation of attribution of SfA programs
85.4
66.7
83.0
66.0
54.2
43.5
59.6
40.4
14.6
33.3
17.0
34
45.8
56.5
40.4
53.2
43,8% apply short-term structured marketing planning
20,8% apply marketing planning based on the intuition
20,8% apply non structured marketing planning
14,6% apply strategic structured marketing planning
R e s u l t s (2)
The level of marketing planning
R e s u l t s (3)
The majority of LSO do not have a marketing department,
and in contrast, only 12% do have one. Moreover, only 19% are
planning to create such a department during the following two
years.
Most of LSO obtained governmental funding 76%-100%
while self-funding was 0-25%.
external environment Not at all
13
Moderate
39
Little
26
Very
52
Very Much
65
Mean: 41,63
Not at all
14
Little
28
Moderate
42
Very
56
Very Much
70
Not at all
13
Little
26
Moderate
39
Very
52
Very Much
65
Not at all
4
Mean: 52,76
Not at all
8
Mean: 43,21
Little
8
Little
16
Moderate
12
Moderate
24
Very
16
Very
32
Very Much
20
Very Much
40
Mean: 14,83
Mean: 25,14
R e s u l t s (4)
Cumulative indicators
internal environment
strategic marketing
implementation process
discouraging factor
Con
clu
sio
ns
(1)
LSO apply strategic marketing planning
giving more importance:
in the establishment of mission statement,
vision and values for SfA programs (85,4%)
in the evaluation of strengths and weakness
of SfA programs (83%)
in the determination of long term objectives
(66,7%)
Con
clu
sio
ns
(2)
On the other hand:
only 43,5% of LSO develop marketing strategies
that leads to the achievement of marketing
objectives
hardly 14,6% of LSO have structured strategic
planning
the level of marketing planning that LSO apply is
mainly short-term structured (43,8%)
Con
clu
sio
ns
(3) 12% of LSO have department marketing and
only 19% are forecasted it creates department
marketing
the income of LSO is mainly funded from
government subsidies and does not include sources
of self-financing
Con
clu
sio
ns
(4)
LSO considers the following aspects into
medium-high priority and importance
during strategic marketing planning:
internal and external environment
strategic marketing
implementation process
discouraging factor
marketing planning
Create a marketing department with trained and experienced staff.
A Structured short-term marketing plan for those not already
having such plans.
Built strategic marketing planning for those who have already
implemented a structured short-term marketing planning.
Increase revenue from sources LSO flow such as sponsorships,
tickets, sports, etc.
Recommendations (1)
Further development of strategies for promotion (advertising, direct
marketing, public relations, internet marketing, etc.).
Develop pricing strategies in line with growth strategies on the
natural environment.
Develop research programs to identify market needs and use of
information systems.
Promotional activities by the government (GSS).
Controlling the operation of marketing.
Recommendations (2)
Q & A’s