Marketing tools in assessing the strategic position of a private hockey camp in the sports services market
Keywords:
competitiveness in the market of services, criteria of attractiveness of services.Abstract
Objective of the study was to assess the competitiveness of a private hockey camp according to the McKinsey model.
Methods and structure of the study. The object of the experiment was a private hockey camp "YACH-CAMP". The McKinsey matrix was used to assess the competitive position of a sports organization and the potential of various activities to promote services in new segments.
Results and conclusions. The results of assessing the competitive advantage of a private sports camp showed that the greatest importance in its formation is the availability of financial, human, investment resources. The cooperation of the private camp management with sponsors and strategic partners indicates a well-built political strategy, which is an effective marketing tool, as well as evidence of investment attractiveness for many large companies in the region.
References
Zuev V.N. Sportivnyy arbitr [Sports referee]. Study guide. Moscow: Sovetskiy sport publ., 2004. 394 p.
Zuev V.N., Nasonov V.V. Vliyaniye volevykh kharakteristik voleybolnogo arbitra na yego professionalnyy rost [The influence of the volitional characteristics of a volleyball referee on his professional growth]. Teoriya i praktika fizicheskoy kultury. 2010. No. 1. pp. 77-80.
Nasonov V.V., Maltsev A.A., Manyakhin A.V. Proyektirovaniye kompleksa sportivnogo marketinga i osnovnykh napravleniy deyatelnosti voleybolnogo kluba «Samotlor» [Designing a complex of sports marketing and the main activities of the volleyball club "Samotlor"]. Strategiya formirovaniya zdorovogo obraza zhizni naseleniya sredstvami fizicheskoy kultury i sporta: aktualnyye vyzovy i otvety. 2020. pp. 66-72.
Nasonov V.V., Maltsev A.A., Tsymbal A., Shurshilina E.V. Effektivnost PR-strategii formirovaniya polozhitelnogo imidzha voleybolnogo kluba «Lokomotiv» (g. Novosibirsk) [Effectiveness of the PR-strategy for the formation of a positive image of the volleyball club "Lokomotiv" (Novosibirsk)]. Strategiya formirovaniya zdorovogo obraza zhizni naseleniya sredstvami fizicheskoy kultury i sporta: tselevyye oriyentiry, tekhnologii i innovatsii. 2021. pp. 94-105.
Additional Files
Published
Versions
- 08-07-2023 (2)
- 08-07-2023 (1)
