Creation and development of a sports club marketing strategy plan

The basis of the developed project is marketing, specifically in the sports field. Initially the reader is introduced to current marketing, with its different types and methods of operation. Subsequently, sports marketing is studied in depth, taking into account its peculiarities and differences with respect to other types of marketing. Once informed and introduced to the reader in the sports marketing environment, a study of a real sports entity is developed, in order to relate studied concepts and have a real context on which to work. Once a real case has been studied, the marketing plan and strategy for a fictitious entity created for the development of the project begins. To do this, the strategies studied in the introductory part of the document will be followed, starting with the setting of the objectives of said marketing plan. Next, the competitive environment in the field of multisport entities is studied, observing in detail various real cases of the area chosen as the entity's location. The next step is based on the development of the marketing strategy, starting with the segmentation of the target audience, deciding the positioning of the entity and finally developing the communication strategy to follow. The final part of the project includes all the calculations, forecasts and results to study the viability of the marketing plan economicall