Plan de Marketing para el Hotel Valle Verde en la Ciudad de Catamayo

This thesis has the general objective, design Marketing Plan for green valley Hotel in the city of Catamayo. Considering it as a valid tool to organize activities thereof, and decision making for better positioning in the market. To achieve goals, it was necessary to use two methods, the inductive method which departed from particular facts to reach general laws, allowing to make the internal analysis in order to identify the strengths and weaknesses of the company, likewise the deductive method was used in order to make the external and competitive to identify opportunities and threats analysis techniques used were: observation, interview and survey through which information could be obtained about customer behavior and thus complement the current diagnosis of green valley Hotel. In the results it was established that the green valley Hotel the has opportunities as growth of the Ecuadorian economy in the tourism sector, increase the number of tourists nationwide, access of foreign tourists to our country, Development of tourism and hospitality to nationally and technology and computing innovation; and it has threats such as increased competition with services Existence of several hotel companies, Alto bargaining power of customers in the hotel services, unfair competition and other lodging establishments Disloyalty by customers. In the competitive analysis it was determined that the company has a market positioning 2.72, this has been achieved thanks to the success factors as: Quality 6 customer service, Market Share, and strategic location. Its direct competitors are: Hotel Reina del Cisne, South Encanto Hotel and the Hotel Granada. The internal analysis could determine the strengths as: Strategic location, the hotel has its own local citizenship offers affordable prices, services provided by the hotel are timely and good relationship manager-employee; so it could be determined weaknesses such as: It has no marketing plan does not own a computer system to carry the digital control of sales, lack advertising in recognized media, does not provide staff training and Lack improve facilities at the hotel. Also with the help of the swot matrix could identify strategies and strategic objectives of the marketing plan that the hotel must apply in order to enhance development in the hotel industry. For the development of this essential marketing plan and relevant parameters consisting of objectives, policies, tactics, budget and finance, for each of the proposed strategic objectives continued. Finally conclusions and recommendations that have been reached based on the analysis in the green valley Hotel, expected to be welcomed and implemented by the owner, so that the company can take advantage of a better way resources are made with that account. So it is recommended to implement this marketing plan, considering the situation assessment and internal, external and strategic objective factors.

• Glavni avtor: Jiménez Sarango, María Eugenia (author)
• Format: bachelorThesis
• Jezik: spa
• Izdano: 2016
• Teme: ADMINISTRACION DE EMPRESAS; PLAN DE MARKETING; CIUDAD DE CATAMAYO; VALLE VERDE
• Online dostop: http://dspace.unl.edu.ec/jspui/handle/123456789/15488