Determining the effectiveness of marketing mix strategies in sport used by zimbabwean universities

Abstract

The nature and significance of Marketing Management in the Zimbabwe Tertiary Sports sector is opaque and remains under researched. A comprehensive model of sports marketing does not exist. Zimbabwe Tertiary Education Sports Associations have been struggling to meet the needs of their internal and external customers. Organisations in the Tertiary Sport sector are facing many challenges, primarily in the areas of financial viability, attractiveness to sponsors and lack of media coverage among others. These were found to be ineffective in terms of marketing in general and conducting market researches to identify customer needs. A comprehensive model of sports marketing for tertiary associations does not exist yet and there is need for it to be established. The research looks at the strategies that can be put in place to give the association a competitive advantage. The research objectives includes examining the nature and effectiveness of the sports marketing mix strategies used by Zimbabwean tertiary sports associations and identifying the sports marketing mix strategies used by Zimbabwean tertiary sports associations. Literature reviewed that it can be possible. The study adopted a qualitative approach. This was done so as to have a deeper insight of the associations and their link to external stakeholders. In this research data was presented in the form of tables and charts and analysis was done in qualitative form. This enabled the researcher to pick and analyse salient issues that could be analysed quantitatively. It was established that the current marketing mix strategies used by associations need to be improved on the findings. The study’s major recommendation is to make the associations adopt a strategic business model approach in the running of their affairs.