Estrategias de marketing en el gimnasio Ronald Gym de la ciudad de Babahoyo, periodo 2022.
| dc.contributor.advisor | lozano Chaguay, Luis | |
| dc.contributor.author | Pacherrez Jurado, Hallis Selena | |
| dc.date.accessioned | 2023-10-26T21:55:36Z | |
| dc.date.available | 2023-10-26T21:55:36Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14831 | |
| dc.description | The study carried out in the context of the company Ronald Gym, a small family business with ten years of experience, focuses on understanding the marketing strategies it uses to offer exercise routine services aimed at gaining or losing weight and promoting health. Located on Avenida Universitaria, near Benetazzo School, this private entity specializes in meeting the needs of a specific public. The research is aligned with the research philosophy of the Technical University of Babahoyo, in particular with the research line in Administrative Financial Management, Tax, Audit and Control, and the research subline in Marketing and Commercialization. In addition, it is related to the internship and pre-professional internship project focused on the Management of Managerial and Administrative Processes in both the public and private sectors, under the supervision of a teacher. The study uses a descriptive methodology with a qualitative approach. An interview was carried out with the owner of Ronald Gym using a structured questionnaire that focused on the variables of product, price, promotion and distribution. The results revealed that the company employs marketing strategies appropriately in most areas, with the exception of the promotion strategy, which is not used at all through advertising media. In summary, this study highlights the importance of marketing strategies in the operation of Ronald Gym, a small business dedicated to fitness and health. Although marketing strategies are applied in various aspects of the business, the lack of promotion through advertising media could represent an opportunity for improvement to reach a broader audience and increase the company's visibility in the market | es_ES |
| dc.description | The study carried out in the context of the company Ronald Gym, a small family business with ten years of experience, focuses on understanding the marketing strategies it uses to offer exercise routine services aimed at gaining or losing weight and promoting health. Located on Avenida Universitaria, near Benetazzo School, this private entity specializes in meeting the needs of a specific public. The research is aligned with the research philosophy of the Technical University of Babahoyo, in particular with the research line in Administrative Financial Management, Tax, Audit and Control, and the research subline in Marketing and Commercialization. In addition, it is related to the internship and pre-professional internship project focused on the Management of Managerial and Administrative Processes in both the public and private sectors, under the supervision of a teacher. The study uses a descriptive methodology with a qualitative approach. An interview was carried out with the owner of Ronald Gym using a structured questionnaire that focused on the variables of product, price, promotion and distribution. The results revealed that the company employs marketing strategies appropriately in most areas, with the exception of the promotion strategy, which is not used at all through advertising media. In summary, this study highlights the importance of marketing strategies in the operation of Ronald Gym, a small business dedicated to fitness and health. Although marketing strategies are applied in various aspects of the business, the lack of promotion through advertising media could represent an opportunity for improvement to reach a broader audience and increase the company's visibility in the market | es_ES |
| dc.description.abstract | El estudio realizado en el contexto de la empresa Ronald Gym, una pequeña empresa familiar con diez años de experiencia, se enfoca en comprender las estrategias de marketing que utiliza para ofrecer servicios de rutinas de ejercicios destinados a ganar o perder peso y promover la salud. Ubicada en la Avenida Universitaria, cerca del Colegio Benetazzo, esta entidad de tipo privado se especializa en atender las necesidades de un público específico. La investigación se alinea con la filosofía investigativa de la Universidad Técnica de Babahoyo, en particular con la línea de investigación en Gestión Financiera Administrativa, Tributaria, Auditoría y Control, y la sublínea de investigación en Marketing y Comercialización. Además, se relaciona con el proyecto de pasantías y prácticas preprofesionales centrado en la Gestión de Procesos Gerenciales y Administrativos tanto en el sector público como en el privado, bajo la supervisión de un docente. El estudio utiliza una metodología descriptiva con un enfoque cualitativo. Se llevó a cabo una entrevista con el propietario de Ronald Gym mediante un cuestionario estructurado que se centró en las variables de producto, precio, promoción y distribución. Los resultados revelaron que la empresa emplea estrategias de marketing de manera adecuada en la mayoría de las áreas, con la excepción de la estrategia de promoción, que no se utiliza en absoluto a través de medios publicitarios. En resumen, este estudio destaca la importancia de las estrategias de marketing en el funcionamiento de Ronald Gym, una pequeña empresa dedicada al bienestar físico y la salud. Aunque se aplican estrategias de marketing en varios aspectos del negocio, la falta de promoción a través de medios publicitarios podría representar una oportunidad de mejora para alcanzar un público más amplio y aumentar la visibilidad de la empresa en el mercado. | es_ES |
| dc.format.extent | 21 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Marketing | es_ES |
| dc.subject | Estrategias de Marketing | es_ES |
| dc.subject | Emprendimiento | es_ES |
| dc.subject | Gimnasio | es_ES |
| dc.title | Estrategias de marketing en el gimnasio Ronald Gym de la ciudad de Babahoyo, periodo 2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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