Contraste de las estrategias de marketing mix de los gimnasios Bodytech y Smart Fit

Abstract

This research was carried out with the purpose of studying the marketing Mix strategies most used by the BODYTECH and Smart Fit gyms, which allows observing their effectiveness and efficiency in the scope and impact they have on their target public. First, an analysis of those factors that can generate a possible loss or gain of customers in the gyms studied was carried out, without ignoring that currently an important factor for the competitiveness of companies is the implementation of the 4P's of the Marketing Mix (Product, Price, Place, Promotion), since new organizations frequently emerge in all economic markets, therefore it is their duty to seek those components that mark a differential compared to their competition, This is the case of the large gym chains BODYTECH and Smart Fit, which currently have a great position in the Colombian market.