COSTA, V.J.B.; COSTA, Vausney José Bezerra.
Abstract:
This report is about a research about the offering of Pilates classes in the city of Campina
Grande- PB, and it has the main purpose of analyze the critical factors that promoted the
success of the offered service. The theoretical pattern applied was the one formulated by
Grant (1995), where the critical factors of success are obtained through the crossing of
information about the clients (their profiles and choosing criterion) e the competitors
(their structure and dimension). About the methodology, it was performed an exploratory
research, descriptive. The primary data were collected from the managers,
clients/students. The corpus of the research was 20 studios and the sample was 12. The
results showed that clients wish: good technical quality of the professionals, good
location, professional experience, physical structure, and appropriate equipment. On the
other hand, related to the physical structure, it´s possible to note that there is a relative
balance between the offer and the demand, the level of competition is low to moderate,
and there is predominance about the offer of combined services with the Pilates service
such as GPR (Global Posture Reeducation). In respect of the competitor’s dimension, it´s
possible to note that according to the managers’ viewpoint, the choosing criterion of the
clients are: location, professional/workers qualification, prices, and appropriate
infrastructure.
