Volume 30, Issue 6 (9-2023)
RJMS 2023, 30(6): 373-384 |
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Research code: 01
Ethics code: IR.IAU.SARI.REC.1403.212
Clinical trials code: 01
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Sayahi A, Majdi N, Naderi Nasab M. Presenting the Marketing Model of Small Businesses in the Field of Sports and Wellness (Case Study: Setting Up a Hydrotherapy Center). RJMS 2023; 30 (6) :373-384
URL: http://rjms.iums.ac.ir/article-1-8235-en.html
URL: http://rjms.iums.ac.ir/article-1-8235-en.html
Assistant Professor, Faculty of Management and Accounting Qazvin branch, Islamic Azad University, Qazvin, Iran. , mts261054@yahoo.com
Abstract: (173 Views)
Background & Aims: Many small hydrotherapy centers cannot compete with larger and more famous centers due to financial and advertising limitations, and on the other hand, today small and medium businesses are considered essential solutions for a country's comprehensive development. The factors involved in their creation are important. Meanwhile, small businesses may not be able to fully identify and respond to the needs of these customers due to limited advertising and resources. Therefore, for their survival and success, small hydrotherapy centers need a coherent and effective marketing strategy that can have the greatest impact on the target community using limited resources. It is important to note that many potential clients of these centers are present in the digital space and search for treatment solutions online or through social media. Therefore, not using digital marketing techniques such as content marketing, search engine optimization, and social media advertising can take away significant opportunities from these centers. In general, this issue requires careful investigation and development of new marketing models that not only help to increase public awareness of these centers, but also strengthen customer loyalty and at the same time enable competition with larger centers. Therefore, this research sought to investigate the presentation of the marketing model of small businesses in the field of sports and wellness (case study: setting up a hydrotherapy center).
Methods: In this qualitative study, the data theory approach of the Strauss and Corbin Foundation was used. The statistical population of this study includes marketers and sports professors (15 people), experts in the field of small businesses and top entrepreneurs of the country (15 people), managers of water sports clubs and academies in the country (50 people), and website managers. There were sports centers (15 people) and hydrotherapy centers. Also, the sampling was theoretical. The data collection method was field and the data collection tool was interview. Data analysis was done using an open coding system, axial coding, and selective coding.
Results: The results showed that causal conditions include 3 concepts and 13 final codes, background conditions include 7 concepts and 35 final extraction codes, intervening conditions include 8 concepts and 44 final codes, strategies and actions include 6 concepts and 27 final codes, the results also included 5 concepts and 24 final codes extracted from the interview. Regarding the background conditions of the marketing model of small businesses in hydrotherapy sports, the most important final codes included 7 concepts and 35 final codes extracted from the interview, and their concepts include supporting platforms and infrastructures, and weaknesses in entrepreneurial thinking. Managerial support, the insufficient influence of sports in society, social support, expert manpower, entrepreneurial intention, and financial support. In response to the questions that were related to the interfering conditions of the marketing model of small businesses in the field of hydrotherapy sports, the respondents gave explanations, and the most important ones were considered as the final codes of the interfering conditions, which It included 8 concepts (political factors, economic factors, management factors, facilitation factors, support factors, production factors, technological factors, and educational factors) and 44 final codes extracted from the interview. The most important final codes of small business marketing model strategies and measures in the field of hydrotherapy sports, including 6 concepts (program and legal support, structural development, knowledge development, financial development, interaction development, and motivation and entrepreneurship development) and 27 codes The final was extracted from the interview. The results included 5 concepts (economic growth, sustainability of sports, improving the level of sports performance, institutionalization of active lifestyle, and socio-cultural development) and 24 final codes extracted from the interview. Finally, the qualitative model of the study was presented in Figure No. 1, which is the presentation of the marketing model of small businesses in the field of sports and wellness (case of study: setting up a hydrotherapy center).
Conclusion: In general, it can be concluded that the success in marketing small businesses in the field of hydrotherapy sports will not only lead to the improvement of the economic conditions of these businesses but also through the promotion of health and sustainability of sports, it will have wide consequences in the society. The results of the analysis of the background conditions of the marketing model of small businesses in the field of hydrotherapy sports show that seven main concepts have been identified as factors determining the success or failure of these types of businesses. Each concept refers to a part of the problems, opportunities, and environmental and structural requirements involved in developing and implementing an effective marketing model. First, supporting infrastructure is one of the important concepts related to the presence or absence of physical facilities and appropriate technologies for providing water treatment services. This concept shows that for success in this field, access to specialized equipment and appropriate technical infrastructure is very important. The lack of these platforms can be one of the main obstacles to the growth and development of small businesses. Besides that, weakness in entrepreneurial thinking and managerial support is recognized as one of the basic challenges. Many small businesses lack an innovative approach and strategic thinking in management and marketing. This makes them unable to compete well in the market and take advantage of the available opportunities. In addition, the lack of management support from upstream institutions or the absence of training and counseling programs also fuels this problem. The insufficient penetration of sports in society is also considered one of the main obstacles to the development of these businesses. This concept refers to the fact that public awareness and desire for sports and physical activities, especially therapeutic sports such as hydrotherapy, is low at the community level. Therefore, small businesses should work on increasing public awareness and changing society's attitude towards the importance of exercise and hydrotherapy. Social support is another factor that can play a key role in the success of these businesses.
Methods: In this qualitative study, the data theory approach of the Strauss and Corbin Foundation was used. The statistical population of this study includes marketers and sports professors (15 people), experts in the field of small businesses and top entrepreneurs of the country (15 people), managers of water sports clubs and academies in the country (50 people), and website managers. There were sports centers (15 people) and hydrotherapy centers. Also, the sampling was theoretical. The data collection method was field and the data collection tool was interview. Data analysis was done using an open coding system, axial coding, and selective coding.
Results: The results showed that causal conditions include 3 concepts and 13 final codes, background conditions include 7 concepts and 35 final extraction codes, intervening conditions include 8 concepts and 44 final codes, strategies and actions include 6 concepts and 27 final codes, the results also included 5 concepts and 24 final codes extracted from the interview. Regarding the background conditions of the marketing model of small businesses in hydrotherapy sports, the most important final codes included 7 concepts and 35 final codes extracted from the interview, and their concepts include supporting platforms and infrastructures, and weaknesses in entrepreneurial thinking. Managerial support, the insufficient influence of sports in society, social support, expert manpower, entrepreneurial intention, and financial support. In response to the questions that were related to the interfering conditions of the marketing model of small businesses in the field of hydrotherapy sports, the respondents gave explanations, and the most important ones were considered as the final codes of the interfering conditions, which It included 8 concepts (political factors, economic factors, management factors, facilitation factors, support factors, production factors, technological factors, and educational factors) and 44 final codes extracted from the interview. The most important final codes of small business marketing model strategies and measures in the field of hydrotherapy sports, including 6 concepts (program and legal support, structural development, knowledge development, financial development, interaction development, and motivation and entrepreneurship development) and 27 codes The final was extracted from the interview. The results included 5 concepts (economic growth, sustainability of sports, improving the level of sports performance, institutionalization of active lifestyle, and socio-cultural development) and 24 final codes extracted from the interview. Finally, the qualitative model of the study was presented in Figure No. 1, which is the presentation of the marketing model of small businesses in the field of sports and wellness (case of study: setting up a hydrotherapy center).
Conclusion: In general, it can be concluded that the success in marketing small businesses in the field of hydrotherapy sports will not only lead to the improvement of the economic conditions of these businesses but also through the promotion of health and sustainability of sports, it will have wide consequences in the society. The results of the analysis of the background conditions of the marketing model of small businesses in the field of hydrotherapy sports show that seven main concepts have been identified as factors determining the success or failure of these types of businesses. Each concept refers to a part of the problems, opportunities, and environmental and structural requirements involved in developing and implementing an effective marketing model. First, supporting infrastructure is one of the important concepts related to the presence or absence of physical facilities and appropriate technologies for providing water treatment services. This concept shows that for success in this field, access to specialized equipment and appropriate technical infrastructure is very important. The lack of these platforms can be one of the main obstacles to the growth and development of small businesses. Besides that, weakness in entrepreneurial thinking and managerial support is recognized as one of the basic challenges. Many small businesses lack an innovative approach and strategic thinking in management and marketing. This makes them unable to compete well in the market and take advantage of the available opportunities. In addition, the lack of management support from upstream institutions or the absence of training and counseling programs also fuels this problem. The insufficient penetration of sports in society is also considered one of the main obstacles to the development of these businesses. This concept refers to the fact that public awareness and desire for sports and physical activities, especially therapeutic sports such as hydrotherapy, is low at the community level. Therefore, small businesses should work on increasing public awareness and changing society's attitude towards the importance of exercise and hydrotherapy. Social support is another factor that can play a key role in the success of these businesses.
Keywords: Marketing Model, Small Businesses, Sports and Wellness, Hydrotherapy, Strauss and Corbin Theory
Type of Study: Research |
Subject:
Clinical Psychiatry
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