Marketing approaches to boost the performance of an operating sports club : case company: BeLive Family Sports Club
Filippov, Andrei (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202304185560
https://urn.fi/URN:NBN:fi:amk-202304185560
Tiivistelmä
The aim of the thesis was to develop a marketing strategy for a sports club. The study was completed in cooperation with BeLive Family Sports Club. The sports club was unprofitable and accumulated debt monthly. The paper aimed to examine different marketing approaches that would allow the company increase its revenue and attract new clientele.
The theoretical part of the thesis was based on qualitative research. The information was acquired from the relevant literature review as well as author’s personal knowledge and experience. Such concepts as SWOT analysis, STP model, Porter’s Five Forces analysis and others were used to study company’s situation and related market. Relationship and Digital marketing approaches were chosen based on the carried analysis.
As for the empirical research, a customer survey was conducted using a questionnaire form in the club. Primary data was received from the case company.
The results of the study display the target audience of the company, suitable marketing approaches and appropriate positioning. BeLive Family Sports Club strong points that can be developed into competitive advantages are defined as well. However, the author admits the need in further observations of marketing strategy implementation and according adjustments in marketing tactics.
The theoretical part of the thesis was based on qualitative research. The information was acquired from the relevant literature review as well as author’s personal knowledge and experience. Such concepts as SWOT analysis, STP model, Porter’s Five Forces analysis and others were used to study company’s situation and related market. Relationship and Digital marketing approaches were chosen based on the carried analysis.
As for the empirical research, a customer survey was conducted using a questionnaire form in the club. Primary data was received from the case company.
The results of the study display the target audience of the company, suitable marketing approaches and appropriate positioning. BeLive Family Sports Club strong points that can be developed into competitive advantages are defined as well. However, the author admits the need in further observations of marketing strategy implementation and according adjustments in marketing tactics.