Identification and Prioritization of the Globalization Strategies for Local Sport Brandswith the Marketing Mix Approach

Various factors are involved in the introduction of a local sport brand to the global market. Correspondingly,different strategies can be employed based on these factors, for instance, improving the quality of productionand promotion, controlling the price, etc. Despite the importance, the factors involved in the globalization ofthe local sport brands have been rarely studied in the literature. Therefore, in this paper, we intend identificationand prioritization of globalization strategies of some local sport brands using the marketing mix approach (۴P).Four major factors involved includes product, place, promotion, and price. Therefore, we employ a fieldmethod by incorporating the qualitative and quantitative aspects. The primary data is collected as eightyquestionnaires by using the sampling method. To collect data, interviews and data coding, together with aparticularly designed questionnaire confirmed by a group of professors and sports management specialists areexploited. In data analysis, descriptive statistics are used to capture the demographic characteristics. Then,Confirmatory Factor Analysis and Friedman test are performed respectively using Lisrel and SPSS-۲۳software, at a significant level of ۰.۰۵. The obtained results suggest that, among the factors of marketing mixapproach, the most important factor to be considered is the product, after which the promotion, the place andthe price factors can be highlighted. More specifically, improving production quality and durability comparedto the international competitors, as well as participating in international exhibitions are recommended strategiesfor globalization of local sport brands.

Keywords:

International marketing , brand globalization , sporting goods , sports brand.