Análisis de posicionamiento de la marca "CAVENDISH" en el sector de centros de entrenamiento funcional de crossfit en la ciudad de Machala, periodo 2024

Abstract

The study analyzes how the perception of the Cavendish brand affects its expansion, growth, and revenues in the city of Machala during 2024, with the aim of informing strategies to strengthen local market positioning. A quantitative approach with a non- experimental, descriptive design is adopted, structured into chapters on the theoretical framework, methodology, results, and proposal. The population consisted of 350 active clients across two locations, and the effective sample comprised 157 participants. A structured survey of 17 items on a five-point Likert scale was administered, grouped into seven analytical categories of positioning. The findings show a predominantly favorable perception of the coaches’ technical quality, the structure of programming, the sense of community, and brand recognition, with areas for improvement in complementary benefits such as promotions and nutritional counseling. The evidence supports that the brand occupies a clear and valued place among its current audience and suggests positive links between this perception and processes of expansion and community consolidation, with implications for economic performance; consequently, gradual guidelines are proposed to reinforce identity coherence, service experience, and communication.