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Plan de comunicación para aumentar el posicionamiento y participación en el mercado del gimnasio Armysfit en el norte de la ciudad de Cali para el 2020
(Universidad Santiago de Cali, 2020) Arias Narváez, Melissa Angélica; Mina Varela, Carlos Alberto
Armysfit is a semi-personalized functional training gym that has managed to stay on the market for two years. It currently provides service at its headquarter situated in the north of Cali, using social media as its key communication channel. During the development of the research, an internal/external diagnosis was made to identify strengths, weaknesses, opportunities, threats, and to evaluate the current situation of the gym in the market. Then, information was collected from customers through a survey, to learn about certain characteristics and their level of satisfaction with the service. Finally, a qualitative analysis of some Instagram followers was made in order to build a new segmentation of the target audience. As a result, a strategic communication proposal is presented to improve Armysfit's positioning and participation in the market.