Strategic Marketing Analysis of Tehran Women's Fitness Clubs (Case Study: Hejab Club)

The purpose of this study was to analyze the strategical marketing of women's fitness clubs in Tehran

The research method was descriptive-analytical. The statistical population consisted of sport management and marketing professors, sport club managers and experts. The sample was selected by convenience sampling method; so, 43 persons were selected. Research tools included library study, interview, questionnaires and Delphi method. Content validity of the instruments was evaluated by experts and its reliability was assessed by Cronbach's alpha method.

SWOT method was used to analyze the findings. Then, 57 strategic components identified under the terms of strengths, weaknesses, opportunities, and threats. These components were categorized into seven perspectives: marketing services and market information, sports business environment, business environment changes, sports environment changes, club marketing management capability, resource and system capability and customer and market interaction. Most components were related to empowerment perspectives in marketing information, resources, processes and services (11 components) and threats (15 components). The evaluation matrix showed that the strategic position was in the area of stability (close to growth).

This identifying position indicates that despite the various problems, the strategic marketing system of fitness clubs needs to achieve relative stability and be on the growth path.