Development of the Strategic Marketing Plan of the Handball Federation of the Islamic Republic of Iran

The purpose of this research was to develop a strategic marketing plan for the handball federation of the Islamic Republic of Iran. This research is practical in terms of purpose and the type of exploratory mixed research with qualitative and quantitative methods was used to collect and analyze data. The statistical population included executive managers, experts and academic experts in the field of handball sports. From this population, 44 people were selected for the strategic committee of the federation using the purposeful sampling method. In addition to descriptive statistics, the internal and external factor evaluation matrix, a strategic positioning matrix, and a TOWS matrix were used to analyze information by topic. Lack of hardware equipment needed for marketing was the most important weakness, paying attention to the championship sport in society was the most important opportunity and the lack of interest of women and families in handball was the most important threat to the handball federation. The strategic position of the Handball Federation was placed in the competitive area. Therefore, based on the results of the research, increasing the live broadcasting and coverage of the Iranian, Asian and world league matches on radio and television, covering the news and improving the value of the handball brand in mass communication media, increasing the media share of handball in digital media and social, increasing the Federation's income sources from charitable donations, creating advertising and marketing capacities and mechanisms to introduce to brand owners, attracting material support from international handball institutions and organizations, and upgrading the Federation's expert human resources Handball was considered the most important strategy of this federation in the field of marketing. Based on the results of the research, it is suggested that the handball federation, while maintaining the steering council, should hold regular meetings of all the developed strategies and programs in order to implement them more precisely.