strategic marketing planning for sport for all in...

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