Academias de crossfit de Mossoró: um estudo sobre a utilização da ferramenta plano de negócios como estratégia mercadológica

Abstract

In the academic field, the knowledge of the Business Plan tool and the gymnastics companies' market are still little explored. Under that perspective, this study proposed as a general objective To analyze if the Gyms of the CrossFit modality in Mossoró which use the Business Plan tool as a marketing strategy. For this purpose, the following specific objectives were proposed: Mapping the gyms of the CrossFit modality in Mossoró; check whether CrossFit gyms use the Business Plan tool; List the benefits of using the Business Plan for the strategic positioning of the company. The applied methodology was the qualitative analysis, having as an instrument of data collection a questionnaire applied with the managers of the gyms of CrossFit mapped. From the analysis of the data it was verified that there are 5 Gyms of the modality CrossFit in Mossoró, 2 of those gyms are accredited to the brand CrossFit (®) and 3 work with the modality but are not accredited the brand. Out of the 5 gyms, 3 know the Business Plan and two do not know it.However, it was verified that the business plan used in the 3 gyms was for loan purposes, not being used as a marketing strategy tool.It was listed the benefits of the business plan as strategic positioning of the company through the literature review.