O ambiente empresarial e a estratégia competitiva nas academias de ginástica: um estudo de caso

Abstract

This study aimed to verify the use of marketing strategies in the gymnastics and bodybuilding sector, located in Fortaleza/CE. For this purpose, the concept of business strategy was revised, as well as an explanation of the competitive forces that shape the strategies and the main models of marketing strategies. In the methodological perspective, the data was collected through answers obtained through the application of a questionnaire to the managers/administrators of eight gyms in Fortaleza/CE. The research showed aspects, such as: characteristics of the companies; Porter's five forces analysis (1986), and how such forces affect business; Porter's (1986) generic strategies and the techniques of environmental analysis. With the research result, we can conclude that the business environment of gymnasiums has high competition, requiring managers to position themselves and seek a differential that is valued by the client, in order not to lose space in the market in which they operate.