Plan Estratégico de Marketing para el Hostal “La Peña” en la Ciudad de Loja, Periodo 2013-2014
In the globalized world there is a high competitiveness of products or services where the marketing plays a very important and necessary to meet the demands and expectations of the market, which ensures the success of companies making use of techniques and the very tools of marketing, hence the impo...
Guardat en:
| Autor principal: | |
|---|---|
| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2015
|
| Matèries: | |
| Accés en línia: | http://dspace.unl.edu.ec/jspui/handle/123456789/10564 |
| Etiquetes: |
Afegir etiqueta
Sense etiquetes, Sigues el primer a etiquetar aquest registre!
|
Afegir etiqueta | Sumari: | In the globalized world there is a high competitiveness of products or services where the marketing plays a very important and necessary to meet the demands and expectations of the market, which ensures the success of companies making use of techniques and the very tools of marketing, hence the importance of a proper marketing plan to meet and attract customers and giving them a quality service. For this reason the issue has been raised "Strategic Marketing Plan for" Hostal la Peña "in the city of Loja in the period which is the main objective of the project, to achieve this work the following specific objectives are proposed to help her compliance: the first objective is to make a diagnosis of the current situation of the company "Hostal La Peña" starting with a historical overview of departure the most common problems; the second objective is to perform an internal analysis to know the strengths and weaknesses of Hostal La Peña where a survey was made to employees and a specific survey of the store manager to know the difficulties of the Hostel; The third objective is to conduct an external analysis of opportunities and threats to the Hostal La Peña, where a survey was carried out to customers to know the opinion they have of Hostal La Peña and market positioning; The fourth objective is to develop the SWOT matrix where the results obtained from surveys to determine their problems and propose solutions taken into account; finally the strategic marketing plan for the Hostal La Peña de Loja with 7 alternative chords that allow to solve the problems and strengthen their market position is proposed. Taking into account the different methods as deductive, inductive and historical, also the technique of direct observation allowed to know the operation and service of the Hostal "La Peña", the interview was conducted in addition to the manager, customer surveys (344) and staff working at the Hostel (6), collect the necessary information allowing to identify the key internal and external issues affecting it. Within the internal analysis of the Hostal "La Peña" their historical overview, organizational structure, etc. different services was obtained, then the SWOT analysis of the Hostal, where internal factors (strengths and weaknesses) is performed settled giving as a result the following strengths: good service, specific facilities, service garage, security, strategic location, good interpersonal relations and as weaknesses are: lack of business philosophy, inadequate infrastructure, lack of training for staff, does not have a marketing plan is say there is a predominance of the weaknesses of the strengths with a total weight of 2.38 and external factors (Threats and Opportunities) giving as a result of external factors, we have that there is a predominance of opportunities: tourism development, increasing new technologies , increased market price, economic and political stability of the threats: competition, high interest rate, with a total weight of 3.19 immediately matrix high impact criteria and their respective percentages assessment is performed. 8 Thereby obtaining the proposed Strategic Marketing Plan to improve the activity of the Hostal "La Peña " of the City of Loja , it comprised the following operational objectives : Design a publicity plan for Hostal La Peña media to give to know the services offered at a cost of $ 2,739 ; Perform a training plan Hostel staff in order to improve the level of customer service at a cost of $ 1,080 ; Conduct a remodeling infrastructure Hostal La Peña plan to provide better comfort to guests 6778.40 ; giving a total budget of $ 10,597.40 . Finally the most important conclusions of the research including: The company does not advertise in different media, so it is necessary for market positioning. Hostal La Peña does not perform training, which is necessary to give excellent customer service. Hostal infrastructure does not look good; improving the same give a better reception from customers. |
|---|