Strategic and Operational Planning in Sports Organizations

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Offer Analysis

Offer Segmentation, Positioning, and Market Share: Analyze the range of services offered, their quality, marketing communication strategies, resource allocation, and pricing strategies in relation to competitors.

General Environment:

  • Population structure, dynamics, and projections
  • Social class structure, culture, and lifestyles
  • Economic structure, productive sectors, and enterprises
  • Leisure and recreation trends
  • Supply and demand structure within the urban and residential health care system and the school health system
  • Local political organizations and political influence in sports

External Environment (Servuction)

Analyze the following aspects of the external environment related to service delivery (servuction):

  • Recreation spaces and human resources
  • Organizational structure (marketing, finance, procurement, personnel, administration, and management)
  • Services offered

SWOT Analysis

External Environment: Threats and Opportunities

  • Demand and supply factors
  • Economic factors
  • Sociological factors
  • Political factors
  • Technological factors

Internal Environment: Strengths and Weaknesses

  • Analyze strengths and weaknesses in relation to customers and competitors.

Inter-Extr-Strengths

Identify internal and external strengths, weaknesses, and areas for service improvement. Analyze the following:

  • Servuction (recreation spaces, human resources, organization)
  • Marketing, finance, procurement, personnel, administration, management, and organizational structure

Strategic Mission

Define the overall goal of the organization, considering:

  • Common needs of the target customer group
  • Geographic area of operation
  • Economic objectives
  • Other targets (social, sports)

Vision and Strategies

Specify what the organization aims to achieve and by when. Consider the following aspects:

  • Sports-related goals
  • Business partnerships and financial objectives
  • Organizational culture
  • Space resources
  • Human resources
  • Service offerings

Strategic Plan Requirements

The strategic plan must be viable and ensure consistency between objectives and strategies. It should also:

  • Ensure the interrelatedness of all plans and departments
  • Ensure a good distribution of tasks
  • Be well-communicated and understood by all stakeholders
  • Align with the overall objectives and functional plans of the entity

Operational Plan

The operational plan outlines the specific actions and tasks required to achieve the strategic objectives. It should include:

  • Objectives for the next season
  • Identification of the plan's leader and their level of authority
  • Detailed tasks to be performed
  • Functional interdependence with other plans
  • Resource allocation

Operational Plan Details

Operational plans should outline individual operations with associated costs and schedules. They should be:

  • Precise and written clearly for execution without constant direct control
  • Interdependent with other plans to prevent failures
  • Budget-conscious
  • Address the following questions: Goals to achieve, timeline, responsible parties, actions and tasks, and required resources

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