MARKETING STRATEGY OF THE SPORTS CLUB AS PART OF ITS DIVERSIFICATION POLICY
Abstract and keywords
Abstract:
In the sports industry, enterprises are constantly affected by competition, climate, financial crisis, etc. As a result of such pressure, they have to become flexible in their strategy and easily adapt to changing conditions. In our article, we reviewed the history of the formation of sports clubs in Russia and the marketing strategy for their optimal development in a changing world. As an example, we have chosen the Tyumen sports club "Energo". Thanks to the developed SWOT and PEST analyses, the Energo Sports club can continue to improve its further activities in the sports industry market, which is part of the liverification process

Keywords:
sports club, diversification, sports, strategy, marketing
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References

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