Analysis of Competitive Position in Women's Sport Apparel by Using Porter Model in IRAN

The study is to analyze the competitive situation of women's sportswear industry with using Porter's competitive model. The method of the present in terms of aim is applicable and In terms of data collection is descriptive and analytical, because to prove the hypothesis of survey the polls of people involved were used. The population of this research included all manufacturers of women's sport apparel in the country and research questionnaires were distributed among them (N=203). Validity and reliablility of Questionnaires was proved (α=0.78).The statistical sample was calculated according to Morgan table (n=127). Sampling method the present study was randomized available. The questionnaire that used in this study was researchers made questionnaire which five bargaining power of suppliers, the threat of entry of newcomers, bargaining power of buyers, the threat of entry of substitute products and the competition between the competitors were included in it. Questionnaire items were as a result of interviews with managers and heads of companies producing goods of women's sports. First the descriptive analysis (mean, median, etc.) and of tables and charts, calculations were done, and in inferred section due to normality of two components one-sample t-test and because of not normality in the three components the binomial test was used and Friedman test was used to rank the the factors. And spss software version 22 was used for testing. The results showed that each of the five competitive of factors of porter model(Competition between companies operating existing competitors, bargaining power of suppliers of raw materials, the threat of potential of rival entry) (Threat of New Entrants), The threat of entry substitute products to market, and Bargaining Power of Buyers Products) are the factors that affecting the competitive situation sportswear industry of women and thus their importance is as follow: 1. The competition between the competitors companies operating; 2. The bargaining power of suppliers of raw materials; 3- Threat of entry of substitute products to market; 4- The risk of entry of potential competitors (Threat of New Entrants); 5- Bargaining Power of Buyers Products.