Plan de marketing integral para posicionar el gimnasio DAYFER en la ciudad de Riobamba

Abstract

The comprehensive marketing plan to position the DAYFER Gym in Riobamba city was executed with the objective of determining the current situation and propose traditional and digital marketing strategies to contribute to business positioning. For the development of the research, methods, techniques and instruments were applied, such as an interview with the general manager and a survey of the collaborators where the following findings were found: limited staff that generates little confidence in the establishment, poor management of digital marketing, few defective machines, lack of advertising in social networks and lack of organization. Traditional and digital marketing strategies were proposed, which allowed to determine the positioning of the company and increase the customer portfolio through the loyalty of users to solve the problem of administrative and economic management and achieve business objectives. Through the diagnosis of techniques and tools, the high and low points of the company at an internal and external level became evident; currently it does not have a good business organization, lacks personnel and does not manage positioning strategies, affecting decision making. It was recommended to the manager of the organization to take advantage of the competitive advantages that exist in the market, taking advantage of the internal diagnosis of the same in order to stand out from the competition and obtain greater profitability, thus updating the integral marketing oriented to the practice of sports activities within the gyms to provide an excellent service that meets the needs of customers and attract new customers.