FEATURES OF THE MARKETING ACTIVITIES OF THE RUGBY CLUB "OLYMPUS" KHARKIV

Authors

Keywords:

rugby club, marketing, strategy, plan, marketing environment, marketing activities.

Abstract

Purpose: to determine the features of the marketing activities of the "Olympus" rugby club for its further improvement.
Material and methods: using PEST-analysis, the influence of the external environment on the activities of the "Olympus" rugby club was characterized. Using SWOT-analysis, the opportunities and threats of the external environment and the strengths and weaknesses of the internal environment of the "Olympus" rugby club were identified. The survey was conducted among 10 organizational and managerial staff of the rugby club "Olympus" Kharkiv in order to determine the opinion of respondents regarding various aspects of its activities, as well as among 25 club rugby athletes in order to identify needs and priorities, motivate team players.
Results: substantiate the need for a marketing strategy, the development process of which in our study included 3 stages: analysis of the external and internal environment of the club; formation of goals, main directions and marketing complex; implementation and evaluation of marketing strategies. The organizational structure of the "Olympus" rugby club, its logo, and an analysis of the club’s marketing communications are analyzed.
Conclusions: as a result of the study, we developed a marketing strategy for the "Olympus" rugby club and a plan for its practical implementation. The results of the expert evaluation indicate that the marketing strategy we have proposed has the high expected effectiveness, scientifically justified, and real for implementation.

References

Datsko, T. (2014), Dovidnyk z rehbi (zapochatkuvannia hry v sviti, v Rosiiskii ta Avstro-Uhorskii imperiiakh, v SRSR ta Ukraini) [The rugby guide (starting the game in the world, in the Russian and Austro-Hungarian empires, in the USSR and Ukraine)], Lviv : BONA, 312 p. (in Ukr.).

Ivanechko, N. R. (2013), "The process of forming a marketing strategy". Visnyk Dnipropetrovskoho universytetu. No. 7 (146). pp. 123-130. (in Ukr.).

Kvasnytsia, O. M. (2016), "Effectiveness of Rugby-7 Qualified Physical Training Programs", Naukovyi chasopys Natsionalnoho pedahohichnoho universytetu imeni M. P. Drahomanova. Seriia 15 : Naukovo-pedahohichni problemy fizychnoi kultury (fizychna kultura i sport). Vyp. 9. pp.. 51-55. (in Ukr.).

Martirosyan, A. A. (2006), Skorostno-silovaya podgotovka kvalifitsirovannyih regbistov v podgotovitelnom periode [Speed-power training of qualified rugby players in the preparatory period]: avtoref. dis. na soiskanie uch. stepeni kand. nauk po fiz.vosp. i sportu : 24.00.01. Harkov, 24 p. (in Russ).

Michuda, Yu. P. (2007), Sfera fizychnoi kultury i sportu v umovakh rynku: zakonomirnosti funktsionuvannia ta rozvytku [Sphere of physical culture and sports in market conditions: regularities of functioning and development], Kyiv, 216 p. (in Ukr.).

Mukha, V. O. (2013), "Improvement of psychological training of rugby players during contact actions", Visnyk Chernihivskoho natsionalnoho pedahohichnoho universytetu. Pedahohichni nauky. Fizychne vykhovannia. Vol. 2, No. 107. pp. 267–270. (in Ukr.).

Pasko, V. V. (2016), Innovatsiini tekhnolohii udoskonalennia fizychnoi ta tekhnichnoi pidhotovlenosti rehbistiv na etapi spetsializovanoi bazovoi pidhotovky [Innovative technologies for improving the physical and technical preparedness of rugby players at the stage of specialized basic training]: avtoref. dys. na zdobuttia nauk. stup. kand. nauk z fiz. vykhovannia ta sportu: spets. 24.00.01. Dnipropetrovsk, 22 p. (in Ukr.).

Pasko, V. V., Podoliaka, O. B., Martyrosian, A. A., Fylenko, Y. Yu. (2012), " Analysis and determination of organizational aspects of the development of rugby league in Ukraine", Slobozhanskyi naukovo-sportyvnyi visnyk. No. 4, pp. 165-168. (in Russ).

Sabirov, O. (2012), "Formation and development of rugby in Ukraine". Molodizhnyi naukovyi visnyk. Seriia: Fizychne vykhovannia i sport. Vyp. 7, pp. 19-22. (in Ukr.).

Brian P. Soebbing, Marvin Washington (2011), "Leadership Succession and Organizational Performance: Football Coaches and Organizational Issues", Journal of Sport Management, Volume 25 (2011): Issue 6 (Jan 2011), pp. 550–561. (in Eng.).

Dwyer, B., Gregory P. Greenhalgh and Carrie W. LeCrom (2015), "Exploring Fan Behavior: Developing a Scale to Measure Sport eFANgelism", Journal of Sport Management, Volume 29 (2015): Issue 6 (Jan 2015), pp. 642–656. (in Eng.).

Quatman, C., Chelladurai, P. (2008), "Social Network Theory and Analysis: A Complementary Lens for Inquiry", Journal of Sport Management, Volume 22 (2008): Issue 3 (Jan 2008), pp. 338–360. (in Eng.).

Downloads

Published

2020-06-26

Issue

Vol. 8 No. 3 (2020)

Section

Статті

License

Copyright (c) 2020 Slobozhanskyi herald of science and sport

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Our publications use CREATIVE COMMONS open access copyrighted magazines.

Authors published in this journal agree to the following conditions:

1 Authors reserve the copyright of the work and transfer to the journal the right to first publish this work, licensed under a Creative Commons Attribution license, which allows others to freely distribute the published work with reference to the authors of the original work and the first publication of this journal.

2 Authors have the right to conclude separate agreements for additional non-exclusive distribution of the work in the video material in which it was published in the journal (for example, in the workplace, in electronic storage or published as part of a monograph), provided that the link is before the first publication of this magazine