SWOT ANALYSIS OF A SPORT CLUB WITH A PRIORITY ACTIVITY “SPORT SERVICES” AS A STRATEGIC APPROACH IN ENSURING COMPLEX MARKETING COMMUNICATIONS

The environment of marketing changed significantly in the first decade of XXI century. Nowadays, marketing measurements are characterized by a large variety of means. Taking this into account, it’s getting still more and more difficult to find the most efficient ones to win the consumer. This is one of the main problems of marketing specialists. The reason is related to the absence of a clear regulation regarding the interaction of sport clubs and federations with the sport service units, with the local and government authorities, etc.With the use of SWOT analysis applied in the field of strategic marketing, options for improvement of the activity of the examined sites (in the particular case, sport clubs) can be found. Proceeding from this position, we defined our objective to analyze the opinion of sport managers (chairpersons, vice chairpersons, and members of managing boards) and sport specialists (trainers and teachers) regarding the role of the sport club in the management of competitive (professional) sport.The analysis was performed on the basis of a research with 34 experts using SWOT analysis of sport clubs performed in an “Expert Card” separated into three groups. The drawn conclusions confirm the weaknesses in the marketing attitude and the level of adaption within the examined clubs towards the market requirements in the realization of the sport activity of the students.