Elaboración De Un Plan De Marketing Para El Hostal Sumaq De La Ciudad De Loja

The general objective of this research is “ the elaboration of a Marketing Plan for the SUMAQ hostel” , this plan will allow the hostel to establish its positioning in the market as well as to improve its profitability. The study starts with the application of techniques. It could be possible for the analysis of the interview that was made to the owner of the Hostel and its potential competition according to the SUMAQ owner’s criteria. The results obtained in the applied surveys to employees and customers gave us important information that helped us in the development of this research. Then the situational Diagnostics of hostel was made by means of an external analysis in which the political , economic, Social, Cultural and technological factors were considered also the internal analysis played an important role , the internal analysis with its general aspects of the Hostel as its history, mission, vision, goals and values was important too . We used the SWOT tool to determine strengths, weaknesses in the internal part of SUMAQ hostel as well as its opportunities and threats in its external part. It helped us to identify the problems that the hostel is facing and this allows us to present a marketing proposal based on targets to the product as price, place and promotion of the Hostel. Also it was e analyzed five Porter’s forces known as the Porter diamond. The rivalry between competitors. Power of negotiation of suppliers. Power of negotiation of buyers. Threat of entry of products substitutes. It was known as threatened of new competitor’s income.

• Autor principal: Vargas Largo, Karelis Julissa (author)
• Formato: bachelorThesis
• Lenguaje: spa
• Publicado: 2016
• Materias: ELABORACIÓN; PLAN; MARKETING; HOSTAL SUMAQ
• Acceso en línea: http://dspace.unl.edu.ec/jspui/handle/123456789/13355