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. On the other hand, sports, as an effective factor in social, economic, cultural development and direct and indirect effects, play an important role in the economy of countries. In recent years, sports as an economic sector, both practical and spectacular, play an essential role in the production and consumption of sports goods and services and the economic development of different societies. Therefore, considering the place of sports and art among people, we realize that handicrafts and industrial arts, especially ornaments, have attracted many fans since the beginning of history (Chavosh bashi, et al., 2012). Therefore, to expand this category and promote it by using sports marketing, which is one of the sub-branches of marketing, in which sports teams and events are promoted. Today, suppliers in the market of industrial and consumer goods are faced with customers who have unlimited demands but are less influenced by traditional marketing tools (Nayeb zade, 2005). 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. 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 challenges in this industry, indicated that the sports jewelry industry is in a position of aggression (SO). In addition to these, the findings of the qualitative section in the strengths of the sports jewelry industry include aesthetics, which has a very broad philosophy from an artistic point of view, when a person encounters something beautiful, both artistic and natural beauty, he can understand the type of aesthetic quality.  The most important strategies for the development of the sports jewelry industry, four strategies were introduced and prioritized using the QSPM quantitative planning matrix, the strategy of using culture and climate diversity with an emphasis on holding an exhibition with the aim of introducing and marketing was the most prioritized strategy. It is obvious that the topic marketing and strengthening experts and professional marketers in this field will have a significant impact on introducing and developing this industry in society. On the other hand, the culture and civilization of any country is at the same time as the history of that country. Accurate and appropriate planning for the use of energy reserves and resources will pave the way for the participation of experts in this industry and the use of the capacities of these people, and on the other hand, in order to help the development of the sports jewelry industry and with the knowledge of the elements of creativity and innovation. And the motivation in the youth, the use of the young and educated class leads to the development and provision of better services in this field. 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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References

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Sports Marketing Studies
Volume 5, Issue 1
May 2024
Pages 1-18

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