Plan de marketing deportivo para fomentar la práctica del deporte en la comunidad Echaleche del cantón Ambato provincia de Tungurahua

Abstract

The present research entitled Sports Marketing Plan to promote the practice of sport in the Echaleche community of Ambato Canton province of Tungurahua, aims to develop soccer skills and abilities in children of that community. In the first instance, a direct observation of the infrastructure and physical space was carried out to practice soccer in that community and to be able to determine compliance in both academic and soccer training processes. Surveys were applied to parents, children, in order to establish requirements for soccer practice, finding important statistical data. Through the observation, it was possible to identify the existing deficiencies that have resulted in practicing this sport simply for entertainment and not as a profession and an alternative to generate economic income. For this reason, the SWOT analysis was considered suitable in order to solve this problem through the approach of strategies that will positively contribute to the strengthening of the club. Within the study it was possible to show that, in the Ecuadorian highlands, they mostly choose to prepare academically leaving soccer as less opted for the high competition that exists with the coastal region of the country, the important thing to note is that their parents support that they play soccer, but without neglecting the studies and the children through this discipline wish to proudly represent their culture and the Mushuc Runa Club is a showcase to achieve it. Therefore, it is recommended that the club continue working on the fields of the educational units of the Pilahuín parish until creating a soccer school in the community of Echaleche, where the Ponchito stadium is a reference.