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.
