Análisis de posicionamiento y restructuración del plan comercial de las canchas sintéticas Futbolyc en la Ciudad de Guayaquil
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2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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La ciudad de Guayaquil se ha caracterizado por mantener un entorno apagado a la práctica del deporte, siendo el fútbol el más atrayente, para personas de todas las edades, extractos socio económicos y géneros, que por lo general gustan de ejecutarlo en reunión de familiares o amigos, principalmente en periodos de tiempos libres o vacaciones, con el principal objetivo de pasar momentos de esparcimiento agradables y al mismo tiempo hacer ejercicio físico. Se hacía cada vez más notorio la necesidad de contar con un lugar, en donde se pueda practicar este deporte de manera segura, cómoda y divertida, este motivo llevo a la creación del Complejo Deportivo Futbolyc el primero de julio del año 2009, que contaba en sus inicios, con dos canchas de césped sintético y un amplio parqueadero. Actualmente el Complejo Deportivo Futbolyc ha mantenido un bajo rendimiento en términos de alquileres, lo que ha disminuido notablemente los ingresos económicos, factor que puede deberse al bajo nivel de comunicación directa con los clientes, la presencia y expansión de competidores y la falta o escasa utilización de herramientas de marketing efectivas dentro de su plan comercial. En este trabajo de tesis se busca identificar los factores que inciden en la baja participación de mercado de las canchas sintéticas y realizar una restructuración del plan comercial existente, desarrollando estrategias de marketing enfocadas a la captación y fidelización de clientes. El estudio utilizará técnicas de obtención de información como encuestas dirigidas a habitantes del sector norte de la ciudad de Guayaquil, debido a la presencia de competidores directos en estas áreas. El segmento al cual se dirige la presente investigación es de un 50% a la clase media y un 20% a la clase
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alta. Las encuestas permitirán recaudar información precisa y veraz del mercado potencial y desarrollar estrategias idóneas, enfocadas a la solución del problema planteado, los recursos a utilizarse ayudaran a sacar el máximo provecho de las canchas sintéticas, aprovechando cada uno de sus beneficios y características, tomando en consideración que en sus instalaciones cuenta también con un gimnasio, que se encuentra equipado con máquinas avanzadas, de última generación y en excelente estado, así como con un bar que brinda productos surtidos a sus visitantes, el sitio donde se ubica el negocio es beneficioso para el proyecto, debido a que se encuentra en una avenida principal, es un sector concurrente y presta acceso a varias zonas de la ciudad de Guayaquil. Las canchas sintéticas Futbolyc forman parte de la empresa Maelecorp S.A. que también cuenta con el colegio y escuela Antares, ubicados en la misma área, en el sector norte de la ciudad de Guayaquil, la empresa es la encargada de regir las actividades de marketing, financiera, administrativas y legales de las canchas sintéticas, al notar indicadores negativos en los estados financieros, se hace más notable la necesidad de efectuar acciones y medidas urgentes para evitar un posible cierre del establecimiento y que sea utilizado únicamente para uso de los alumnos, del colegio y escuela, lo que resultaría un gasto innecesario para la empresa, debido a las áreas adicionales con las que cuenta.
The city of Guayaquil has been characterized by maintaining an environment off the sport, with soccer the most attractive for people of all ages , extracts socio economic and genres, usually they like to run it on reuniting families or friends , especially in periods of free time or holidays, with the main objective to spend pleasant moments of leisure while exercising. the need is becoming increasingly apparent was a place where you can practice this sport in a safe, comfortable and fun , this plea led to the creation of Futbolyc Sports Complex on July 2009 , which had in its inception , with two synthetic grass courts and ample parking . Currently the Futbolyc Sports Complex has kept a low performance in terms of rents , which has greatly decreased the income , a factor that may be due to the low level of direct communication with customers , the presence and expansion of competitors and the lack or limited use effective marketing tools in your business plan.In this thesis work is to identify the factors affecting the low market share of synthetic courts and carry out a restructuring of the existing business plan developing marketing strategies focused on customer acquisition and retention. The study used techniques for obtaining information as aimed at northerners sector of the city of Guayaquil surveys, due to the presence of direct competitors in these areas. The segment to which the present research is directed is 50 % to the middle class and 20% to the upper class. The surveys will collect accurate and truthful information of the potential market and develop appropriate strategies , aimed at the solution of the problem , the resources used will help make the most of the synthetic fields , taking advantage of each of its features and benefits , taking into consideration at its facility also features a gym which is equipped with advanced machines, last generation and in excellent condition, as well as a bar that offers product assortments visitors, the place where the business is located is beneficial to the project, because it is on a main road , is a concurrent sector and provides access to several areas of the city of Guayaquil. Futbolyc synthetic courts are part of the company Maelecorp S.A. which also includes school and school Antares, located in the same area, in the northern sector of the city of Guayaquil. Futbolyc synthetic courts are part of the company Maelecorp S.A. which also includes school and school Antares, located in the same area , in the northern sector of the city of Guayaquil , the company is responsible for governing the activities of marketing, financial , administrative and legal synthetic courts , noting negative indicators in the financial statements , it becomes more remarkable the need for action and urgent measures to prevent a possible closure of the establishment and be used only for student use , school and school , which would be an unnecessary expense for company due to additional areas with which account.
The city of Guayaquil has been characterized by maintaining an environment off the sport, with soccer the most attractive for people of all ages , extracts socio economic and genres, usually they like to run it on reuniting families or friends , especially in periods of free time or holidays, with the main objective to spend pleasant moments of leisure while exercising. the need is becoming increasingly apparent was a place where you can practice this sport in a safe, comfortable and fun , this plea led to the creation of Futbolyc Sports Complex on July 2009 , which had in its inception , with two synthetic grass courts and ample parking . Currently the Futbolyc Sports Complex has kept a low performance in terms of rents , which has greatly decreased the income , a factor that may be due to the low level of direct communication with customers , the presence and expansion of competitors and the lack or limited use effective marketing tools in your business plan.In this thesis work is to identify the factors affecting the low market share of synthetic courts and carry out a restructuring of the existing business plan developing marketing strategies focused on customer acquisition and retention. The study used techniques for obtaining information as aimed at northerners sector of the city of Guayaquil surveys, due to the presence of direct competitors in these areas. The segment to which the present research is directed is 50 % to the middle class and 20% to the upper class. The surveys will collect accurate and truthful information of the potential market and develop appropriate strategies , aimed at the solution of the problem , the resources used will help make the most of the synthetic fields , taking advantage of each of its features and benefits , taking into consideration at its facility also features a gym which is equipped with advanced machines, last generation and in excellent condition, as well as a bar that offers product assortments visitors, the place where the business is located is beneficial to the project, because it is on a main road , is a concurrent sector and provides access to several areas of the city of Guayaquil. Futbolyc synthetic courts are part of the company Maelecorp S.A. which also includes school and school Antares, located in the same area, in the northern sector of the city of Guayaquil. Futbolyc synthetic courts are part of the company Maelecorp S.A. which also includes school and school Antares, located in the same area , in the northern sector of the city of Guayaquil , the company is responsible for governing the activities of marketing, financial , administrative and legal synthetic courts , noting negative indicators in the financial statements , it becomes more remarkable the need for action and urgent measures to prevent a possible closure of the establishment and be used only for student use , school and school , which would be an unnecessary expense for company due to additional areas with which account.
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ANÁLISIS DE POSICIONAMIENTO, BAJA PARTICIPACION DE MERCADO, RESTRUCTURACIÓN DEL PLAN