ANALYSIS OF MARKETING STRATEGIES OF FASILKENEMA FOOTBALL CLUB: FANS AND THE MANAGEMENT PERCEPTION

Abstract

This study deals with “Analysis of marketing strategies of fasilkenema football club: fans and the management perception “The purpose of the study is to assess the level of application of sport marketing mix in the case of fasil kenema football club. In this study, the researcher has used both primary and secondary data; primary data was collected from the organization employees and the club’s supporters, The target population of this study is the club’s management, the supporter’s association members and the football club supporters. Structured questioner was prepared for the club’s supporters and A total of 384 questioners are distributed. The questionnaire was distributed to the entire target population. In-depth interviews were conducted for the Football Club Management, In-depth interviews were conducted for the Football Club Management, Supporters Association team and other stakeholders. The data was analysed using statical package of social science (spss) version 25 of (2017). The finding shows that there is a shortage of sport products on the market, and the distribution of the products are limited, less effort of promotional, low level of performance of the service provided, the long and indistinct process and unattractive physical evidences in the club’s shops. Based on these results, the overall applicability of sport marketing mix in the football club is low. From the conclusion on the sport marketing practices, recommendations are drawn to overcome the problems observed.