Marketing integral y desarrollo de mercado para la reactivación del complejo deportivo “club capeira”.
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En el presente trabajo de investigación se analizan diversas maneras en la que el complejo deportivo “Club Capeira” pueda captar socios nuevamente con su reapertura, partiendo de la situación en la que se encontraba el complejo se procedió a recopilar información necesaria en micro y macro entorno de la misma, con el fin de generar estrategias de marketing teniendo en cuenta que durante el tiempo que estuvo inactivo han surgido nuevos y diversos lugares en donde se puede pasar tiempo con la familia y amigos, para la recopilación de información sobre los gustos actuales y necesidades que ahora tiene los clientes se optará por realizar investigación con enfoques cualitativo y cuantitativo, es decir grupos focales, observación, entrevistas y encuestas, mientras que para el complejo se realizarán entrevistas para así determinar cuáles son las falencias que se tuvo en el tiempo que el complejo estuvo activo, el complejo no manejaba los canales de comunicación acordes a la realidad actual dentro de estos las redes sociales que estaban comenzando a surgir y tampoco se mantenían en la publicidad tradicional, se dedicaron a repartir entradas a todo el público bajando su target que inicialmente era medio y medio-alto, con los datos recolectado a la actualidad también se pudo determinar que la marca sigue posicionada en la mente de los consumidores y que muchos de ellos desearían volver a ser socios, para ello deberán de mantener el target, aprovechar las áreas libre para implementar nuevas atracciones y evaluar la satisfacción por la comunicación a los clientes para aplicar mejoras en los próximos periodos.
In this research work, we analyzed various ways in which the “Club Capeira” sports complex can attract members again with its reopening, based on the situation in which the complex was located, necessary information was collected in micro and macro environment of the same, in order to generate marketing strategies taking into account that during the time that was inactive, new and diverse places have arisen where you can spend time with family and friends, for the collection of information on current tastes and needs that customers now have will opt for qualitative and quantitative approaches, that is, focus groups and survey, while interviews were conducted for the complex so it was determined what the shortcomings were at the time the complex was active , the complex did not previously handle advertising and much less the social networks that were co beginning to emerge and they were not kept in traditional advertising, they dedicated themselves to distributing tickets to all the public by lowering their target that was initially medium and medium-high, with the data collected to the present it was also possible to determine that the brand is still positioned in the minds of consumers and that many of them would like to become partners again, for this they must keep the target, take advantage of the free areas to implement new attractions and evaluate the satisfaction of communication to customers to apply improvements in the coming periods.
In this research work, we analyzed various ways in which the “Club Capeira” sports complex can attract members again with its reopening, based on the situation in which the complex was located, necessary information was collected in micro and macro environment of the same, in order to generate marketing strategies taking into account that during the time that was inactive, new and diverse places have arisen where you can spend time with family and friends, for the collection of information on current tastes and needs that customers now have will opt for qualitative and quantitative approaches, that is, focus groups and survey, while interviews were conducted for the complex so it was determined what the shortcomings were at the time the complex was active , the complex did not previously handle advertising and much less the social networks that were co beginning to emerge and they were not kept in traditional advertising, they dedicated themselves to distributing tickets to all the public by lowering their target that was initially medium and medium-high, with the data collected to the present it was also possible to determine that the brand is still positioned in the minds of consumers and that many of them would like to become partners again, for this they must keep the target, take advantage of the free areas to implement new attractions and evaluate the satisfaction of communication to customers to apply improvements in the coming periods.
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SATISFACCIÓN DEL CLIENTE, COMPLEJO DEPORTIVO, ESTRATEGIAS, PUBLICIDAD TRADICIONAl