Plano de marketing para a Academia American

Abstract

O presente estudo tem por objetivo a elaboração de um plano de marketing para a Academia American, uma academia de ginástica localizada na zona sul de Porto Alegre. Para atingir o objetivo proposto, inicialmente realizou-se a análise situacional do ambiente externo e do ambiente interno da empresa, onde se identificaram forças, fraquezas, oportunidades e ameaças do ambiente, consolidadas na matriz SWOT. Após, determinou-se as metas e os objetivos de marketing, bem como as estratégias e os planos de ação para atingi-los. Por fim, estabeleceram-se os mecanismos de controle para garantir a execução e o sucesso do plano. Essas etapas foram baseadas em entrevistas e conversas com os funcionários da empresa, questionário aplicado aos alunos, observação presencial da empresa e da concorrência e pesquisa de dados secundários. Os dados foram analisados e desenvolvidos com base no referencial teórico levantado sobre marketing, marketing de serviços, planejamento e estratégia de marketing e plano de marketing. Através desse processo, materializou-se o plano de marketing da Academia American, alinhado à realidade da empresa e do mercado, e sugeriu-se a respectiva implantação ao longo do ano de 2014, buscando expandir o negócio, agregar valor ao serviço e satisfazer os clientes, por meio de melhorias na gestão dos processos e pessoas, no relacionamento com os clientes e na divulgação da marca.

The present study aims at drawing up a marketing plan for the American Gym, a fitness facility located on the south side of Porto Alegre. To achieve the objective proposed, initially was performed the situational analysis of the external environment and the internal environment of the company, where were identified strengths, weaknesses, opportunities and threats of the ambience, consolidated in the SWOT matrix. Thereafter, the marketing goals and objectives were determinated, as well as the strategies and the action plans to reach them. Finally, were established the control mechanisms to ensure the implementation and the success of the plan. These steps were based on interviews and conversations with the company employees, questionary applied to the students, presential observation of the company and the concurrence and secondary data research. The data were analyzed and developed on the basis of the theoretical framework raised about marketing, service marketing, marketing planning and marketing strategy and marketing plan. Through this process, was materialized the American Gym’s marketing plan, aligned to the reality of the company and the market, and it was suggested the respective deployment throughout the year of 2014, seeking to expand the business, add value to the service and satisfy the clients, through improvements in the management of processes and people, in the relationship with clients and in the dissemination of the brand.