THE ROLE OF MARKETING STRATEGY IN SPORT BUSINESS MANAGEMENT: IN THE CASE OF SIDAMA REGION SPORT OFFICE

Abstract

The main purpose of this study was to investigate the role of marketing strategy in sport business management in sport office of Sidama regional state. To accomplish this purpose, the study employed the descriptive survey design and quantitative and qualitative research approaches. The study was carried out in 13sport office by using purposive sampling technique in study area. A total of 91 respondents have participated in the study. Among them, 78 experts were taken as a sample through purposive sampling technique. Additionally, 13 managers’ were included through purposive sampling technique. The data was collected by using questionnaire and interview. Questionnaires were used as main tools of data collection. Close-ended Questionnaires were distributed to expertise and interview was conducted with manager. Data were analyzed and coded according to research objectives and used to analyze by SPSS version 26. The finding result indicates descriptive statistics have shown that the mean score of marketing strategy variables i.e. practices, strategies and role of marketing strategy in sport business management have agreement level in sport office. In this case, relatively relationships have marketing strategy with sport business management in sport office. Likewise, the empirical finding of multiple regression indicated that the variables practice, strategies and role of marketing strategy have positive and significant effects on sport business management in sport office but, strategies of measuring marketing performance shown low level in sport business management in sport office. The results also revealed that these independent variables were significant joint predictors of marketing strategy in sport business management. Finally, recommendations were made for sport business management in sport office based on the finding of the study.