Plan estratégico para la pyme gimnasio Will Power Trainer Club ubicado en Bagaces, Guanacaste, que favorezca su posicionamiento de marca en el mercado, año 2025.
Fecha
2024
Autores
Cabezas Aragón, Verónica
García Campos, Alisson
Granados Lacayo Lisel María
Elizondo Oviedo Yuliana Paola
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Nacional, Costa Rica. Sede Regional Chorotega, Campus Liberia
Resumen
El presente trabajo final de graduación se enfocó en la realización de un plan estratégico para
el pequeño emprendimiento gimnasio Will Power Trainer Club, ubicado en el cantón de Bagaces,
Guanacaste. Con este estudio se busca favorecer el posicionamiento de marca del gimnasio en el
mercado fitness local. Es una pyme de importancia para la comunidad de Bagaces, pues a través
de ella las personas pueden realizar ejercicios cardiovasculares y de fuerza de manera regular y
así, personas jóvenes y adultos mejoran tanto la salud física como la mental. Dicho
emprendimiento actualmente no cuenta con un plan estratégico, por lo tanto, se seleccionó este
tema para que la empresa continúe contribuyendo con la comunidad.
Los objetivos propuestos en este escrito son los siguientes: examinar los factores macro
ambientales externos del gimnasio Will Power Trainer Club, ubicado en Bagaces, mediante un
análisis PESTEL que contribuya con el plan estratégico. Seguidamente, diagnosticar la situación
actual del gimnasio Will Power Trainer Club, que permita la generación de información útil para
la toma de decisiones. Finalmente, crear un plan de acción para el gimnasio Will Power Trainer
Club, el cual garantice su posicionamiento en el mercado.
Con los objetivos mencionados anteriormente, se pretende crear el plan estratégico de este
gimnasio.
Para recopilar la información con el propósito de desarrollar este documento se tomará la
siguiente decisión, se aplicará una entrevista al dueño del negocio y una encuesta a los clientes,
utilizando el método cuantitativo que se encuentra en las figuras y tablas. También se utilizará el
método cualitativo en el análisis de la información.
En el capítulo I se expone el modelo de análisis, las variables por utilizar en el plan
estratégico, la selección de la muestra, se describe la población y la instrumentalización por
utilizar. Finalmente se realiza un análisis e interpretación de los datos.
El capítulo II desarrolla las generalidades de la empresa, así como los aspectos que la afectan.
El capítulo III está compuesto por el marco conceptual, la descripción de las fuerzas
competitivas de Porter, así también, el perfil del consumidor, la propuesta de valor, actividades
claves, análisis PESTEL, FODA y situación actual.
En el capítulo IV se encuentra el desarrollo de los objetivos mencionados. Se incluye el
resumen de la entrevista realizada al propietario y también el análisis PESTEL y FODA de la
pequeña empresa y el análisis y discusión de los resultados de la encuesta realizada a la población
de Bagaces.
En el capítulo V se detalla las conclusiones y recomendaciones de los objetivos propuestos,
también aspectos estratégicos del emprendimiento, puestos y funciones que se desempeña y
finalmente se propone estrategias de posicionamiento y el presupuesto de estas.
Con este trabajo final de graduación se pretende aportar a la pyme Will Power Trainer Club
conocimientos y, una guía para que logre un posicionamiento de marca en el mercado a través de
un plan estratégico, este ayudará a trazar la ruta que este emprendimiento debe seguir para
alcanzar sus metas de corto y mediano plazo.
This final graduation work is focused on creating a strategic plan for the small business gymnasium, Will Power Trainer Club that it’s located in Bagaces, Guanacaste; This work seeks to promote the gym's brand positioning in the local fitness market. This pyme is of importance for the community of Bagaces since through its people can perform cardiovascular and strength exercises on a regular basis so that young people and adults can improve both physical and mental health. This business currently does not have a strategic plan, which is why this topic was selected so that the company continues contributing to the community. The objectives proposed in this paper are the following: first, it examines the external macroenvironmental factors of the Will Power Trainer Club gym, located in Bagaces, through a PESTEL analysis that contributes to the strategic plan. Followed by diagnosing the current situation of the Will Power Trainer Club gym, located in Bagaces, which allows the generation of useful information for decision making. And finally create an action plan for the Will Power Trainer Club gym, located in Bagaces, that guarantees its positioning in the market. With these objectives it is intended to create a strategic plan for this small gym. To collect the information that will be used in this document, it will be done through interviews with the owner and surveys of clients and potential clients of the gym. And we will be using the quantitative method that will be found in figures and tables, as well as the qualitative method that is used in the analysis of the information. In Chapter I of this document you can find the analysis model, the variables that will be used in the strategic plan, the selection of the sample and description of the population, the instrumentation to be used and the analysis and interpretation of the information. Chapter II consists of the generality of the company, as well as the aspects that affect it. Chapter III is about the conceptual framework, the description of what Porter's competitive forces are, as well as the consumer profile, the value proposition, key activities, PESTEL analysis, FODA and current situation. In chapter V you can find the conclusions and recommendations of the objectives that were proposed in this document, as well strategic aspects of the small business, positions and functions that are performed in the gym and finally we proposed positioning strategies and their budget. What is intended to do with this final graduation project is to provide Will Power Trainer Club with knowledge and a guide so that it can achieve brand positioning in the market through this strategic plan that will help chart the route that this small company should take to achieve their short- and medium-term goals.
This final graduation work is focused on creating a strategic plan for the small business gymnasium, Will Power Trainer Club that it’s located in Bagaces, Guanacaste; This work seeks to promote the gym's brand positioning in the local fitness market. This pyme is of importance for the community of Bagaces since through its people can perform cardiovascular and strength exercises on a regular basis so that young people and adults can improve both physical and mental health. This business currently does not have a strategic plan, which is why this topic was selected so that the company continues contributing to the community. The objectives proposed in this paper are the following: first, it examines the external macroenvironmental factors of the Will Power Trainer Club gym, located in Bagaces, through a PESTEL analysis that contributes to the strategic plan. Followed by diagnosing the current situation of the Will Power Trainer Club gym, located in Bagaces, which allows the generation of useful information for decision making. And finally create an action plan for the Will Power Trainer Club gym, located in Bagaces, that guarantees its positioning in the market. With these objectives it is intended to create a strategic plan for this small gym. To collect the information that will be used in this document, it will be done through interviews with the owner and surveys of clients and potential clients of the gym. And we will be using the quantitative method that will be found in figures and tables, as well as the qualitative method that is used in the analysis of the information. In Chapter I of this document you can find the analysis model, the variables that will be used in the strategic plan, the selection of the sample and description of the population, the instrumentation to be used and the analysis and interpretation of the information. Chapter II consists of the generality of the company, as well as the aspects that affect it. Chapter III is about the conceptual framework, the description of what Porter's competitive forces are, as well as the consumer profile, the value proposition, key activities, PESTEL analysis, FODA and current situation. In chapter V you can find the conclusions and recommendations of the objectives that were proposed in this document, as well strategic aspects of the small business, positions and functions that are performed in the gym and finally we proposed positioning strategies and their budget. What is intended to do with this final graduation project is to provide Will Power Trainer Club with knowledge and a guide so that it can achieve brand positioning in the market through this strategic plan that will help chart the route that this small company should take to achieve their short- and medium-term goals.
Descripción
Palabras clave
ADMINSTRACION, PYME, GIMNASIOS, NEGOCIOS PEQUEÑOS, MERCADO, BAGACES (GUANACASTE), GUANACASTE (COSTA RICA), ADMINISTRATION, SMES, GYMNASIUMS, SMALL BUSINESSES, MARKET