IMPACT OF MARKETING MIX STRATEGIES ON THE COMPETITIVENESSOF SRI LANKAN CRICKET CLUBS

Abstract

Many cricket clubs now develop a more sophisticated marketing mix to enhance clubs’ competitive advantages. This study investigates the impact of the marketing mix strategies on the competitiveness of Sri Lankan Cricket Clubs. The unit of analysis was cricket clubs and the disproportionate stratified sampling method was adopted in selecting the study sample of 40 clubs. Measurement scales were developed using empirical studies in the study domain. A questionnaire was adopted as the data collection instrument after assessing the internal consistency through a reliability analysis. Data analysis was carried out using SPSS 20.0 version and hypotheses were established and tested with Spearmen correlation. Excluding the people variable, there were strong and moderate correlations between each of the marketing mix variables namely product, price, place, promotion, physical evidence, and process and the competitiveness. Hence, it is recommended to implement marketing programmes with high attention on the 7 P’s variables, excluding people, to increase clubs competitiveness