ANALYSIS OF THE INTERNAL POTENTIAL OF A SPORTS ORGANIZATION REGARDING SALES FORCES – SWOT PERSPECTIVE

Abstract

In an era when marketing has already demonstrated its persuasive-decisional influence and organizational efficiency, in Romania the companies in the sports field seem all too stubborn to accept it. The Romanian organizations in this domain benefit from several effective modalities of collecting information, of using distribution channels, of promoting sales, and of implementing direct marketing techniques. Consciously or not, sports organizations in Romania must shift their attention towards these instruments, techniques, and methods. Along with traditional and specific agents of personal communication in sport, social channels (friends, family) and opinion leaders (star athletes, journalists), sales forces represent the safest and most professional solution. The paper proposes to delimit the status of sales forces in sports organizations in Romania and to analyse the strengths and weaknesses of these marketing instruments in the contemporary context provided by the Romanian economic and social dynamic.

Keywords

• sales management
• promotion efficiency
• organizational success