Elaboración de un plan de marketing del equipo profesional de básquet Punto Rojo LR y sus escuelas formativas, Ibarra, Imbabura
Authors
Alvarado Morales, Ambar Nayeli
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Date
2023
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Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
El presente trabajo de investigación tuvo como objetivo principal realizar un diagnóstico tanto interno como externo del Club “Punto Rojo LR” y sus escuelas formativas, para establecer estrategias y actividades que fortalezcan su accionar en el medio deportivo mediante el diseño de un plan de marketing; se utilizó un enfoque mixto cualitativo y cuantitativo con el propósito de obtener información completa y enriquecedora del tema de estudio; se aplicó una entrevista al Presidente del club, de igual manera se aplicaron encuestas a una muestra de la población económicamente activa de la ciudad de Ibarra, a los hinchas y seguidores, a los participantes mayores de 12 años de las escuelas formativas y al cuerpo técnico, esto permitió examinar la estructura organizativa, recursos humanos, clima de trabajo, servicios que ofrecen y los proyectos futuros que tienen, también se evaluó el desempeño deportivo y la gestión interna y externa para identificar fortalezas, debilidades, oportunidades y amenazas que puedan afectar el posicionamiento y crecimiento del club; con base en los resultados del diagnóstico, se proponen estrategias de marketing específicas para fortalecer la gestión futura del Club “Punto Rojo LR” y sus escuelas formativas, estas estrategias abarcarán desde la promoción y posicionamiento de la marca en redes sociales y medios digitales, hasta la implementación de programas de fidelización para aumentar la lealtad de los aficionados, además se establecieron actividades que permitirán mejorar la experiencia de los seguidores y la comunidad deportiva local en los eventos y partidos de baloncesto del club, buscando experiencias inmersivas y emocionantes que generen un mayor compromiso y participación de los aficionados y ofrecer calidad en los servicios en las escuelas formativas.
The main objective of this research work was to carry out an internal and external diagnosis of the Club Punto Rojo LR and its training schools, to establish strategies and activities that strengthen their actions in the sports environment through the design of a marketing plan; A mixed qualitative and quantitative approach was used in order to obtain complete and enriching information on the subject of study; an interview was applied to the President of the club, in the same way surveys were applied to a sample of the economically active population of the city of Ibarra, to the fans and followers, to the participants over 12 years of the training schools and to the technical staff, this allowed to examine the organizational structure, human resources, work climate, services they offer and the future projects they have, sports performance and internal and external management were also evaluated to identify strengths, weaknesses, opportunities and threats that may affect the positioning and growth of the club; Based on the results of the diagnosis, specific marketing strategies are proposed to strengthen the future management of the Club Punto Rojo LR and its training schools. These strategies will range from the promotion and positioning of the brand in social networks and digital media, to the implementation of loyalty programs to increase fan loyalty, in addition activities were established that will improve the experience of fans and the local sports community in the club's basketball events and games, looking for immersive and exciting experiences that generate greater engagement and participation of fans and offer quality services in training schools.
The main objective of this research work was to carry out an internal and external diagnosis of the Club Punto Rojo LR and its training schools, to establish strategies and activities that strengthen their actions in the sports environment through the design of a marketing plan; A mixed qualitative and quantitative approach was used in order to obtain complete and enriching information on the subject of study; an interview was applied to the President of the club, in the same way surveys were applied to a sample of the economically active population of the city of Ibarra, to the fans and followers, to the participants over 12 years of the training schools and to the technical staff, this allowed to examine the organizational structure, human resources, work climate, services they offer and the future projects they have, sports performance and internal and external management were also evaluated to identify strengths, weaknesses, opportunities and threats that may affect the positioning and growth of the club; Based on the results of the diagnosis, specific marketing strategies are proposed to strengthen the future management of the Club Punto Rojo LR and its training schools. These strategies will range from the promotion and positioning of the brand in social networks and digital media, to the implementation of loyalty programs to increase fan loyalty, in addition activities were established that will improve the experience of fans and the local sports community in the club's basketball events and games, looking for immersive and exciting experiences that generate greater engagement and participation of fans and offer quality services in training schools.
Description
Keywords
Plan de marketing, Club “punto rojo”, Escuelas formativas, Calidad en los servicios de baloncesto