Determining the market development strategy of sports jewelry industry in Iran

Document Type : Original Article

Authors

1 Associate professor of sport management

2 Senior expert in strategic management in sports, Allameh Tabatabai University, Tehran. Iran

10.22034/sms.2024.141000.1329

Abstract

The utilization of various strategy formulation models in different industrial sectors has become a common practice. The aim of this research was to determine a strategy for the market development of the sports jewelry industry in Iran using the analytical SWOC approach. The current study was practical in terms of its objective and descriptive-analytical in terms of its strategy. Qualitative content analysis was conducted using the method of nominal interviews to collect data. The concepts and codes obtained were classified into four categories: strengths, weaknesses, opportunities, and threats. A total of 15 theoretical saturation interviews were conducted. The research population consisted of sports management specialists, experts in the gold industry, gold jewelry manufacturers, gold jewelry retailers, and marketing academics with relevant studies in sports, and sports figures. The results of this research, based on the analysis of strengths, weaknesses, opportunities, and threats in this industry, indicated that the sports jewelry industry is in a position of aggression (SO). Therefore, strategies used in this industry include utilizing reserves and energy resources for planned exports, employing young educated workforce for better services, capacity development and collaboration among specialists, and leveraging cultural and climatic diversity with an emphasis on organizing exhibitions for introduction and marketing purposes. Considering the findings and results, it can be acknowledged that the sports jewelry industry, relying on aggressive position strategies, will be able to achieve its goals.

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