Identifying and evaluating the strategic marketing model of the second brand in All Sport sports chain stores with an emphasis on the STP process
Subject Areas : Innovation in Sports Managementmahnaz solati 1 , اعظم رحیمی نیک 2 , سید عباس حیدری 3
1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Marketing strategy, second brand management, STP process, sports chain stores. ,
Abstract :
The aim of the research was to identify and evaluate the strategic marketing model of the second brand in All Sport sports chain stores with an emphasis on the STP process. The research has been done in an exploratory and survey way. In the qualitative part of the Delphi method and in the quantitative part of the interpretive structural model method and structural equations. In the qualitative part as well as the interpretative structural model method of the community, the managers and experts in the All Sport sports chain stores were investigated. Using the library technique, the components affecting the model were identified. First, using the Delphi technique, screening and evaluation of the identification components has been done. In the following, modeling has been done using the Delphi method and the interpretive structural method. The software used is EXCEL and MICMAC. The quantitative population was 11,000 employees of All Sport chain stores, using Cochran's formula, 373 people were selected as a sample. Based on the researcher's questionnaire based on qualitative analysis, data analysis was done using coding and path analysis. Data analysis was done using coding and path analysis. Based on the sampling, in order to fit the proposed model, the structural equation model technique was used in the SMARTPLS software. Based on the Delphi technique, 13 categories are: needs assessment, identification of customer characteristics, regional conditions, data and database management, profitability, customer orientation, brand management, marketing, innovation and creativity, brand differentiation, customer experience management, responsiveness and meeting expectations. and transparency and trust. Profitability, which is achieved through the successful sale of products and services, allows the second brand to provide the necessary financial resources to improve the customer experience of the All Sport sports chain stores. These resources can be used to improve service, enhance product quality, and enhance internal processes that help provide a positive customer experience. Responding to the needs and meeting the expectations of customers is directly related to profitability; because customers who have a positive brand experience are more likely to become loyal customers and thus increase the revenue and profit of sports chain stores.
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