Universidad Católica Boliviana "San Pablo"

ABSTRACT The research presented below, is intended to create a planning, implementation and evaluation of strategic planning for school swimming “SAMIX” in the city of Santa Cruz de la Sierra in order to improve sales and positioning the company in the services swimming. For a better understanding, a structure for research, settling seven chapters, which will be described below in a synthesized way is given. The first chapter is the introduction, in her management of the company described by identifying the main problem and the methodology to be used for this solution. The second chapter is the theoretical framework of marketing where information about the various theories of strategic planning are provided. In the third chapter the theoretical framework of market research is, in which various theories of everything related to marketing research are provided. In the fourth chapter characterization field of study described in this case all about swimming, as well as services and swimming levels offered by the company “SAMIX”. The fifth chapter presents market research where the behavior of actual and potential customers are studied, in addition to investigating how direct competition works. In the sixth chapter the proposal of strategic planning for service was developed swimming, designing strategies to increase sales and positioning the company “SAMIX”. Finally in the seventh conclusions and recommendations based on the specific objectives of the proposal it is drawn up.