PLAN DE MARKETING PARA EL GRAND VICTORIA BOUTIQUE HOTEL DE LA CIUDAD DE LOJA, PERIODO 2015

The present research is focused on developing a plan Marketing Plan for the Grand Victoria Boutique Hotel in the city of Loja, 2015¨que period leading to the development and growth of the company. For its development and implementation will be required the help of a theoretical framework which contains all the theorists of each of the issues addressed in the research foundations , also it required the help of a methodology which allowed for a sequence and order every aspect treated for external and internal analysis , competitive analysis and market research through a set of techniques for data collection, as the interview was applied to board members of the company, CEO , CFO and head of sales and surveys that were applied to customers of the company that once made them allowed the analysis and interpretation of results. In interpreting the results of each analysis is presented , the PESTEC study of the legal, economic , social , cultural , technological and competitive political factors , allowing to find key information to these results the company was located in the matrix MEFE weighted results in a value of 2.84 which means that the company has more opportunities as the existence of tourism law , high level of tourist arrivals to the country, support of government institutions willing to provide tourist information and untapped market that threats in the external environment , and minimal threats such as economic instability, law implemented safeguards in the country high unemployment and the presence of many competitors. When performing competitive analysis allowed to know the main direct competitors , such as Howard Johnson hotel occupying a position of market leader in 3.76 second Grand Victoria Hotel in a position of 3.71 defining areas where we are in remarkable disadvantage is customer loyalty and staff quality, hotel Bombuscaro third position with 3.35, fourth the Libertador hotel with a position of 3.20 and finally the hotel Quo Vadis with a position of 3.13 . 5 When performing internal analysis investigated each of the most important marketing variables to generate an interview guide and applied to key members of the company , this information is placed in the matrix d MEFI , which gives as a result weighted 2.93 It is indicating that the organization is slightly stronger than weaker , where as strengths outweigh the good market , well-defined market segment , good quality of services and management of effective advertising, and weaknesses weigh less as customer disloyalty , lack of promotions and lack of staff training. Then he proceeded to carry out market research for the identification and solution of various problems that may be going through the company, given that 94 % of customers say they are satisfied with the services they have received for providing trust and safety , 93% indicate that prices are affordable , 100 % say they have not been favored in promotions and 89 % think that not recommend improving hotel but rather to maintain the excellent quality of its services e personnel training Based on all the analyzes, we proceed to the development of the proposed marketing plan in order to lead the company for improvement, it contains strategic objectives, operational objectives , goals, actions , responsible and budget objectives. Finally, after the performed studies have concluded that the hotel has significant opportunities such as high income level tourists to the country , the increase in the rate of population growth, supported by government institutions willing to provide tourist information and untapped market and the main threats such as economic instability in the country and the presence of many competitors , law safeguards established in the country and the high level of unemployment and in turn weighs heavily for having a large number of strengths and weaknesses minimum.

• Autor Principal: Quizhpe Benítez, Mayra del Rocio (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2016
• Subjects: ADMINISTRACIÓN; MARKETING; GRAN VICTORIA; HOTELES
• Acceso en liña: http://dspace.unl.edu.ec/jspui/handle/123456789/10057