Processo de Formulação da Estratégia Competitiva Prescrito pelo Modelo de Campos e Armas da Competição: Aplicação em Rede de Academias de Ginástica Italy

Resumo (EN)

The model of fields and weapons of competition is a quantitative and qualitative model who was bom in 1991 in the following idea: separate the competitive advantages in accordance with the client' s interest and/or consumer distinguishing those that interest you from those that do not interest him. The first relates to the fields of competition and the second relates to the weapons of the competition of interest only to the company. The objective of the present study was to verify whether applying the process of formulating competitive strategy, prescribed by the model of fields and weapons of competition, generates acceptable strategies to the board of the ltaly gym franchise. Toe first step included descriptive research through interviews and surveys, which were designed in consultation with the gym members, employees, and the gym's director. Toe intention was to formulate business competitive strategies and operational competitive strategies. The second step was to develop exploratory research to verify the adherence of the strategies by the board of the ltaly gym franchise. The work was justified by the fact that although the competitive strategies processes formulation by the model of fields and weapons of competition has already been tested by a number of companies, there is still a lot of room for improvement. The results indicate the competitive strategies processes formulation by the model of fields and weapons of competition generated acceptable strategies by the board of the Italy gym franchise.