Os desafios na execução do planejamento estratégico em uma academia de esportes

Abstract

The service sector in Brazil has been constantly growing in recent years and the fitness sector is one of the areas that has great participation, taking into account the constant concern of the population with health, well-being and aesthetics. Thus, the strategic planning process and the efficient execution of the strategy becomes a differential in such a competitive sector. In this context, the general objective of this research is to analyze the main factors that make difficult the execution of strategic planning in a sports complex. For that, a referential survey was carried out on the strategic planning process; on the challenges in executing the strategies and in-depth interviews with those responsible for the strategic management process in a sports complex in the city of Fortaleza. This is an exploratory research, of a qualitative nature, carried out through a case study. The results point out that the main challenges of implementing the strategy of the sports complex are at the moment of control and in the lack of orientation of the implementation of the established strategy.