Strategic Planning for Padideh Shahr-e Khodrou Club Brand Development : Using Strengths, Opportunities, Aspirations, Results Strategic Framework


The purpose of the study is strategic planning for Padideh Shahr-e Khodrou Club Brand Development using strengths, opportunities, aspirations, results (SOAR) framework. SOAR is a profoundly positive organizational intervention (POI) of strategic thinking, planning, and leading. The applied research method is descriptive-analytical with interviews that were conducted individually and in focus groups. The SOAR dialogical and analytical approach was developed to formulate a strategy for developing and describing the strengths, opportunities, aspirations, and measurable and meaningful results. The purposeful sample of this study included all sports management and marketing experts in Khorasan Razavi province. The findings present the strengths, opportunities, and aspirations of the club’s brand development. The expected results are to: win the title of Iranian Premier League in the next three years, win the Asian Championship in the next five years, identify and introduce five top football talents annually, have 50% annual increase in club supporters, acquiring national and international standards, have 30% annual increase in private sector investment, and have 30% annual increase in club revenue. By implementing innovative economic programs, the brand supports its stakeholders’ aspirations. With increase club’s revenue generation, it will lead to better facilities and resources to achieve the goal that supports club’s brand success and development.


Jacqueline Stavros
Professor/Faculty Athletic Representative, College of Business & IT/Athletic Department, Lawrence Technological University, Michigan, United States

Bahador Azizi
Visiting Professor, Sport Management and Motor Behavior, Ferdowsi University Of Mashhad, Khorasan, Iran


Presentation Type

Paper Presentation in a Themed Session


Media Marketing and Identity


Strategic Planning, SOAR, Brand Development, Positive Organizational Intervention