Strategic Planning for Sports Institutions: Internal and External Analysis
External Environment Analysis
System Demand
System demand refers to all the people who live in the area of influence of an institution and could potentially use its services.
- System demand is determined through a needs assessment or market demand analysis of customers.
- Segmentation: This is the process of identifying, assessing, and selecting the segment to which the entity will direct its efforts.
- Segmentation criteria: Territorial, sociodemographic, and according to need.
- Types of application: Established, latent, away, solvent, social.
Supply System
- Analysis of competing institutions in the area: Create a list of all existing entities and locate them on a map of the area.
- Selection of institutions to study: Based on the type of your entity, identify those with similar services, including private business clubs.
- Obtain basic information on each selected entity:
- Segmentation
- Positioning and market share
- Range of services
- Pricing
- Marketing
- Resources
- Quality
- Utilize the “mystery customer” technique
General Environment of the Sports System
- Demographic structure
- Class structure, culture, and lifestyles
- Economic structure, productive sectors, and companies
- Leisure and recreation: supply and demand, types of occupation
- Urban and residential structure
- Space outside the urban core
- School system and population centers
- The healthcare system
- Local political organizations and sports policy
- Other associations: recreational, cultural, and others
Internal Environment Analysis
Services
Range of Services: Activities offered.
For small institutions, there are two alternatives: a large-scale strategy or a range of specialization strategy.
Servuction
Formula: Weekly Usage = Number of users per shift X hours per day X days per week
Basics to consider in every area: Marketing, finance, procurement, personnel, administration, management, and organizational structure.
Internal-External Diagnosis
SWOT Analysis
The technical SWOT analysis aims to identify the entity’s internal weaknesses and strengths concerning customers, considering competitors. It also identifies potential threats and opportunities from the external environment.
Strategic Mission
The strategic mission is the general goal common to all members of an entity.
Dimensions
- Scope of needs and services: Entertainment, recreation, health, beauty, competition, etc.
- Customer area: Age groups, gender, etc.
- Geographic market: Area of influence where potential customers reside.
- Economic objectives
- Other objectives (social, sports, etc.)
Strategic Objectives
Strategic objectives aim to achieve a specified horizon year. They represent the desired future for the institution.
Categories
- Socio-sports
- Business
- Financial
- Services
- Space resources
- Human resources
- Organizational culture
- Other
Comprehensive Strategic Planning
Comprehensive strategic planning is a process of establishing the desired future for an entity and defining all actions to reach that horizon year.
Strategic Vision and Annual Plan
The strategic vision and annual plan involve establishing the desired future for an entity and defining the correct actions to take in the immediate annual action plan.