PLAN DE MARKETING PARA EL BAR KARAOKE “MAJESTIC” DE LA CIUDAD DE LOJA

Ecuador is a country rich in natural resources, with a wide variety of climates that vary from one region to another, without having to cross great distances and only in a few hours. Its variety of ecosystems; beaches, lakes, snow-capped, mountains, tropical forest, its enchanted islands are some of the wonders that make our territory. Characteristics that have contributed to national and foreign tourists delight with attractive presenting our country, and they can enjoy nature and adventure travel and ecotourism sights where they relate to attractive and mysterious places that are difficult to find in other places on the planet. The natural beauty of Ecuador is unmatched, friendly people combined gastronomy and fascinating history makes it ideal for a holiday. In the city of Loja tourism business phenomenon it has been gaining ground in all their activities so that there are about 315 tourist companies legally registered, are the same as outlined in various areas today; one of those areas are the same bars that welcome both local and foreign tourists. Loja has 25 registered Bars in the tourist land, however 60% of them have not undertaken market plans enable them to position within the same As the Marketing Plan is a fundamental tool for positioning a company in the market in which it operates, is proposed in this paper entitled "Development of a marketing plan for the bar KARAOKE MAJESTIC CITY OF LOJA " which in turn provides the overall objective of the project, whose main purpose is to improve profitability, improve planning and organization of the company offering new services. The methodology used in the development of this research work required a suitable selection of methods, techniques and tools to be used. As a fundamental basis the inductive method and deductive method is, which allowed for each of the planned activities. The techniques used were : direct observation in the bar facilities, the interview which was applied to the manager - owner that allowed identifying strengths and weaknesses and the people working in it and the surveys of a population segmented by the PEA is equivalent to 383 people, same as allowed for internal analysis of the company; The main results were obtained: The matrix External Factors Evaluation gave as result weighted 2.64 meaning the company is responding effectively to address threats opportunities. The evaluation of internal factors of the company, made through the matrix Internal Factors Evaluation weighted result was obtained as 2.59 meaning that the strengths prevail against the weaknesses of the company. Finally it determined as central proposal four strategic objectives: 5 − Designing an organizational structure that allows the proper management Bar. − Implement a publicity plan to add new customers. − Increase sales through service and staff training techniques and updated methods. − Implement promotions to attract new customers. Are designed to promote sales activities and attract new customers with a budget of $5,917.10; which it is designed to carry it out within a year. In addition to raising the mission, vision and values and business philosophy to the Bar.

• Հիմնական հեղինակ: Puglla Cobos, Brigitte Silvana (author)
• Ձևաչափ: bachelorThesis
• Լեզու: spa
• Հրապարակվել է: 2016
• Խորագրեր: administracion turistica; bar karaoke; ciudad de loja; plan de marketing
• Առցանց հասանելիություն: http://dspace.unl.edu.ec/jspui/handle/123456789/12704