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Maestría En Mercadotecnia Global ANALISIS DE VIABILIDAD PARA

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Maestría En Mercadotecnia Global ANALISIS DE VIABILIDAD PARA Instituto Tecnológico y de Estudios Superiores de Occidente Reconocimiento de validez oficial de estudios de nivel superior según acuerdo secretarial 15018, publicado en el Diario Oficial de la Federación del 29 de noviembre de 1976. Departamento de Economía, Administración y Mercadología Maestría en Mercadotecnia Global ANALISIS DE VIABILIDAD PARA UN NEGOCIO DE RETIROS DE YOGA EN MÉXICO. TRABAJO RECEPCIONAL que para obtener el GRADO de MAESTRA EN MERCADOTECNIA GLOBAL Presenta: ALEJANDRA IÑIGUEZ CASTILLO Asesora: LIZBETH ISLAS GÓMEZ Tlaquepaque, Jalisco. 8 de junio de 2019. RESUMEN El objetivo de este proyecto de investigación es analizar la información necesaria para la evaluación de la viabilidad de un negocio especializado en retiros de yoga en México. Se parte de la problemática de una posible reapertura y cambio de giro de la empresa Yoga Urbano. Primero se establece el contexto del yoga exponiendo su historia desde su origen hasta su reciente occidentalización, un panorama de los aspectos teóricos básicos de esta filosofía y definición de los estilos de yoga con mayor popularidad en el occidente. Se presentan los antecedentes de Yoga Urbano como negocio abarcando los aspectos de mercado meta, valores, identidad corporativa, estrategia de comunicación, características del servicio y causas de clausura del centro de yoga. También se evalúan posibles nuevas líneas de negocio para Yoga Urbano en función de su potencial estratégico. La investigación de mercado realizada fue de tipo exploratoria con énfasis en fuentes de información secundarias. El objetivo principal de esta investigación fue el estimar el interés del mercado en el consumo de retiros de yoga en México. El proyecto concluye con la definición de una estrategia de comercialización fundamentada en los resultados de la investigación de mercado y conceptualizada con herramientas estratégicas de diferentes autores. Palabras Clave: Estrategia comercial, yoga, retiros yoga, retreats, viajes, turismo, bienestar, meditación, relajación. 2 ÍNDICE 1. INTRODUCCIÓN ...................................................................................................................... 8 2. PRESENTACIÓN DEL PROYECTO ................................................................................... 10 2.1 CONTEXTO DEL YOGA ................................................................................................... 10 2.1.1. Historia del yoga ............................................................................................................ 10 2.1.2. Los 8 pasos del yoga ...................................................................................................... 14 2.1.3. Sendas del yoga .............................................................................................................. 15 2.1.4. Principales estilos de yoga ............................................................................................. 16 2.1.5. Niveles de práctica del yoga .......................................................................................... 16 2.1. OCCIDENTALIZACIÓN DEL YOGA ............................................................................. 17 2.2.1. El yoga en México .......................................................................................................... 18 2.3. EL PROYECTO DE ESTUDIO ......................................................................................... 19 2.3.1. Propósito del proyecto ................................................................................................... 19 2.3.2. Alcance del proyecto ...................................................................................................... 19 3. ANTECEDENTES DE YOGA URBANO ............................................................................. 21 3.1. IDEA DE NEGOCIO ........................................................................................................... 21 3.2. NECESIDAD POR SATISFACER ..................................................................................... 21 3.3. MERCADO META .............................................................................................................. 22 3.4. VALORES CORPORATIVOS ........................................................................................... 23 3.5. IDENTIDAD CORPORATIVA .......................................................................................... 23 3.5.1. Concepto Yoga Urbano .................................................................................................. 23 3.5.2. La marca ........................................................................................................................ 24 3.5.3. Colores oficiales ............................................................................................................. 25 3.5.4. El shala ........................................................................................................................... 25 3.5.5. Fotografía....................................................................................................................... 26 3.5.6. Fragancia oficial ............................................................................................................ 27 3.5.7. Uniformes del personal .................................................................................................. 28 3.6. ESTRATEGIA DE COMUNICACIÓN ............................................................................. 28 3.6.1. Página web ..................................................................................................................... 29 3.6.2. Redes sociales ................................................................................................................ 30 3.7. OFERTA DE SERVICIOS .................................................................................................. 31 3.7.1. Clases de yoga ................................................................................................................ 31 3.7.2. Masajes .......................................................................................................................... 33 3 3.7.3. Asesoría nutricional ....................................................................................................... 34 3.7.4. Venta de productos ......................................................................................................... 35 3.9. CLAUSURA DEL ESTUDIO DE YOGA .......................................................................... 35 3.10. NUEVAS OPORTUNIDADES DE MERCADO ............................................................... 36 3.10.1. Selección de nueva línea de negocio .............................................................................. 38 4. ANÁLISIS DE MERCADO .................................................................................................... 41 4.1. OBJETIVOS DE LA INVESTIGACIÓN .......................................................................... 41 4.1.1 Objetivo general ............................................................................................................. 42 4.1.2. Objetivos específicos ...................................................................................................... 42 4.2. FUENTES DE DATOS ........................................................................................................ 42 4.3. TIPOS DE INVESTIGACIÓN DE MERCADO ............................................................... 43 4.3.1. Investigación cuantitativa .............................................................................................. 43 4.3.2. Investigación cualitativa ................................................................................................ 43 4.3.3. Técnicas de investigación ............................................................................................... 44 4.4. FUENTES SECUNDARIAS ................................................................................................ 45 4.4.1. Turismo global ............................................................................................................... 45 4.4.2. Turismo en México ......................................................................................................... 50 4.4.3. Economía del bienestar .................................................................................................. 54 4.4.4. Panorama del yoga ........................................................................................................ 60 4.5. ENTREVISTAS A PROFUNDIDAD ............................................................................. 69 4.5.1. Maestros yoga ................................................................................................................ 70 4.5.2. Sedes retiros yoga .......................................................................................................... 75 4.5.3. Conclusiones entrevistas a profundidad ........................................................................ 79 4.6. ENCUESTAS ...................................................................................................................... 80 4.6.1. Muestreo ....................................................................................................................... 80 4.6.2. Sondeo Facebook ........................................................................................................... 82 4.6.3. Encuestas punto de compra ...........................................................................................
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