Dreamfit marketing plan

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020The purpose of this end-of-degree work is to create a marketing plan for Dreamfit. This company is formed by a chain of gyms in Spain, since 2010, although this project is going to focus on the gym in Castellón located in the Valencian Community since 2014. An analysis of the Dreamfit situation has been carried out, consisting of two parts: external and internal analysis. Firstly, an external analysis of the gymnasium sector has been carried out based on the macro and micro environment affecting the company's business activity. This analysis has allowed us to know the opportunities and threats of Dreamfit. Some of the opportunities obtained are expansion through "Location Intelligence" and innovation and technology. As for the threats, some of those found are: the COVID-19 pandemic and substitute products. Secondly, an internal analysis has been carried out, where the mission and vision of the company have been set out and, on the other hand, the resources and capacities available to it in order to know what its strengths and weaknesses are. Some of its strengths are: solidarity in the face of events of serious urgency and benevolence towards customers in the face of factors external to the company. As for its weaknesses, we can observe: inefficient functionality of the reserves and lack of ventilation. Taking into account this information, 7 objectives have been developed to be fulfilled by the company in a period of 1 year: increase the followers of its social networks by 10%, maintain 85% of existing customers, increase Dreamfit members by 20%, achieve a rating of 8 out of 10 in the six-monthly surveys, increase hygiene and ventilation, increase brand image and innovate and improve its service. In order to achieve the objectives, a series of strategies have been established, these are a combination of differentiation and costs, market penetration and development, finally following a strategy of challenge against its competitors. Next, 13 actions have been developed to make the established objectives effective and achievable (within 1 year), such as: installing humidity extractors, hiring a nutritionist for their clients, radio advertising and encouraging the incorporation of online partners. Finally, a timeline has been developed which sets out the duration of the actions, a budget that is necessary to achieve them and, finally, control measures have been established to observe whether the objectives are being fulfilled correctly