proyecto final de grado.page.titleprefix Maximización de ingresos en un gimnasio aplicando revenue management
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Date
2013
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Abstract
"Para poder entender lo que se busca con este proyecto, es importante ahondar en qué consiste la metodología del Revenue Management. Esta práctica, si bien es utilizada y aprovechada en diversas industrias y en una amplia cantidad de empresas a lo largo de todo el mundo, es relativamente nueva y no es tan reconocida todavía.
Hoy en día el Revenue Management ha adquirido una importancia tan grande en las organizaciones, que esta misma tiene sectores dentro de la empresa dedicados a fomentar y explotar el uso de esta metodología. Así como existen sectores de Recursos Humanos, Ventas, Compras, etc, también existe el sector de Revenue Management, e incluso, según la industria, existen a nivel gerencial, cuando el aporte a la rentabilidad del negocio lo amerita.
En un principio se verán cuáles son los conceptos del Revenue Management, desde su historia (como nace, el trasfondo e
n el cual lo hace y quien es su creador) hasta el análisis y fundamentos teóricos en los que se basa esta ciencia.
Una vez comprendido el marco teórico del Revenue Management y cuáles son los principales hitos en los que se basa, se analizará su aplicación en distintas industrias,
junto con sus ventajas y desventajas, para poder llevar a la realidad el uso de esta metodología.
Entendiendo la aplicación práctica en la industria, se replicará en el modelo de ingresos de un gimnasio existente, con el fin de
demostrar si la aplicación del Revenue Management puede generar un incremento en los ingresos del mismo. Esta
metodología no se encuentra muy desarrollada en esta industria, por lo que el análisis de la factibilidad de implementación de la misma presenta un gran desafío."
"To understand what this project is all about, it is important to understand what the methodology of Revenue Management means. This practice is relatively new and it is not recognized widely yet, even though is used and exploited in various industries and in a wide number of companies throughout the world. Today, Revenue Management has acquired such great importance in some organizations, that there are sectors within the companies dedicated to promote and exploit the us e of this methodology. Just as there are areas of Human Resources, Sales, Purchasing, etc., there is also the area of Revenue Management, and even, according to the industry, there are complete management teams of Revenue Management, where the contribution to profitability worth it. At first, we will be seeing the concepts of Revenue Management, from its beginnings (how it was borne, the background and who was its creator) to the analysis and theoretical foundations underlying this science. Once we understand the theoretical framework of Revenue Management and whatare the main milestones on which it is based, we will analyze its application in different industries, along with their advantages and disadvantages, to bring the use of this methodology to reality. After understanding the practical application in the industry, we will replicate the methodology in the revenue model of an existing GYM, in order to prove if the application of Revenue Management could generate an incremental revenue. This methodology is not deeply developed in this industry, therefore the feasibility analysis of implementing it presents a great challenge."
"To understand what this project is all about, it is important to understand what the methodology of Revenue Management means. This practice is relatively new and it is not recognized widely yet, even though is used and exploited in various industries and in a wide number of companies throughout the world. Today, Revenue Management has acquired such great importance in some organizations, that there are sectors within the companies dedicated to promote and exploit the us e of this methodology. Just as there are areas of Human Resources, Sales, Purchasing, etc., there is also the area of Revenue Management, and even, according to the industry, there are complete management teams of Revenue Management, where the contribution to profitability worth it. At first, we will be seeing the concepts of Revenue Management, from its beginnings (how it was borne, the background and who was its creator) to the analysis and theoretical foundations underlying this science. Once we understand the theoretical framework of Revenue Management and whatare the main milestones on which it is based, we will analyze its application in different industries, along with their advantages and disadvantages, to bring the use of this methodology to reality. After understanding the practical application in the industry, we will replicate the methodology in the revenue model of an existing GYM, in order to prove if the application of Revenue Management could generate an incremental revenue. This methodology is not deeply developed in this industry, therefore the feasibility analysis of implementing it presents a great challenge."
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Keywords
GIMNASIOS, REVENUE MANAGEMENT, RENTAS, PRECIOS, SEGMENTACION DEL MERCADO, MARKETING