“ELABORACIÓN DE UN PLAN DE MARKETING PARA EL GIMNASIO HÉRCULES DEL BARRIO CONSACOLA DE LA CIUDAD DE LOJA

The title of this dissertation is: "DEVELOPMENT OF A MARKETING PLAN FOR THE HERCULES GARDEN OF THE CONSACOLA NEIGHBORHOOD OF THE CITY OF SHOP" With the purpose of performing an analysis of administrative aspects within this sports company. The methodology used during the development of the present work, was based on the application of different inductive and deductive methods; Techniques such as observation, survey and interview were used. During the process of the Marketing Plan of the Gymnasium Hércules, we proceeded as follows: an internal analysis of the Gymnasium was carried out, applying 150 surveys to the clients and all its 5 employees, as a result it was possible to determine the main strengths and weaknesses of the company . For the second phase the external factors were analyzed, analyzing social, economic, political and competitive factors of the environment, based on the analysis the main threats were obtained for the company. As a result of the analysis of internal and external factors of the company through the matrix MEFI (3.36) and MEFE (4.71), it was possible to determine a wide variety of opportunities and strengths that augur a solid positioning in the sports market of The city of Loja. Based on the results abstracted during the research, three marketing strategies were designed: Advertising properly the services of the Hercules Gym, Implementing a Marketing Office and Incorporating marketing plans and programs.

• Autore principale: Guamán Benitez, Katty Jadira (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2017
• Soggetti: INGENIERÍA COMERCIAL; UNIDAD DE TITULACIÒN; PLAN DE MARKETING; GIMNASIO
• Accesso online: http://dspace.unl.edu.ec/jspui/handle/123456789/18455