The Role of Marketing Strategy in Sport Business Management of Jimma zone and Jimma town Sports and Youth offices

Abstract

The main objective of this study was to investigate the role of marketing strategy in the sport business management of Jimma zone and Jimma town sports and youths offices. To achieve the intended objective of this study descriptive research method was used.The primary data was used as the sources of data for this study. The primary data were collected through five scale liker’s questionnaire and the secondary data were reviewed from the documents of youth and sport offices. The collected primary data were analyzed in percentage, mean, standard deviation and Pearson correlation. Based on the analysis made on the basis of the collected data, the findings of this study were identified. The findings of this study were: The kind of sport marketing strategies that were used by the Jimma zone and Jimma youth and sport offices were: Keep the profiles of sport business strategy for customers and competition, Identifies the marketing tactics, marketing plan and measure its effectiveness, State clearly what the sports and youths want to achieve in sport business marketing, set objectives that are within their capacity and budget, State the marketing goals and reaching a new customer segment, sport marketing strategies have been used by the sports and youth offices in sport business management occasionally since the mean value was below and Karl Pearson’s correlation coefficients are 0.264 which implies that there is a positive relationship between marketing strategy and sport business management practice this implies that the sport marketing strategy can enhance the role of the employs and managements of Jimma zone and Jimma town in sport business management. Finally, based on the above findings recommendations were given at the last part of this paper.