Plan estratégico de marketing de la casa de ejercicios Nazareth de Pamplona

Abstract

A humanity oriented to creativity, culture, heritage and the environment has given rise to a new way of understanding and living business marketing. The present work is oriented to establish the elements that should integrate a strategic marketing plan for the Nazareth House of Exercises, from the marketing approach 3.0. The information provided in the focus groups of the market segments was an input to identify the most important environmental variables; With the application of some matrices of strategic planning, concentric diversification was identified as a fundamental strategy, supported by 10 strategic variables that strengthen it and a strategic direction defined from the mission, vision and corporate values formulated. Finally, from the perspective of marketing 3.0, the strategic objectives and programs that make up the strategic marketing plan were defined, aimed at generating greater shared value with the clients of the House of Exercises.