Plan de Marketing para el Hotel Cristal Palace, de la Ciudad de Loja

This thesis has the general objective: to develop a marketing plan for the "Crystal Palace" Hotel in the city of Loja, which allows to improve its sales and market positioning. Among the specific objectives we are: Perform a market study in order to determine customer satisfaction under the influence of the four controllable variables of the trading system (product, price, place, promotion) and after sales service; develop a situational analysis in the "Crystal Palace" Hotel in the city of Loja; conduct a competitive analysis in order to determine the key success factors; and propose a marketing plan for the Hotel to capturing more customers and improve their competitiveness. To meet the objectives the dialectical method was used in the techniques we bibliographic records, direct observation through field visits to the Hotel "Crystal Palace" more surveys that workers of the same was applied and domestic and foreign tourists; as the interview was also applied to Ms. owns Manager. Within this plan we proceed to perform external analysis using the technique of the interview and all the factors that comprise the five forces M. Porter as the PESTEC, surrounding the company is analyzed and thus proceed to the analysis of assessment of external factors determining the threats and opportunities surrounding the company assigning a weighted value for examination. 5 In a next time we proceed with the development of internal analysis, establishing business information under study, analyzing, administrative, legal and human talent; in addition to interviewing techniques and surveys. The marketing mix is also analyzed taking into account the product, price, place, promotion-post advertising and sale of the Hotel "Crista Palace" service. With these data we proceed to the analysis of the Internal Factors Evaluation. The volume of the strengths that currently characterize the "Crystal Palace" is high, as this was highlighted by analyzing EFI, whose weighted result was 2.64. Today, the Hotel has a wide range of opportunities which generates the macro environment, so was evident through the analysis EFE, whose weighted result was 2.55. Also, information was collected literary, historical and regarding general data, both the Hotel "Crystal Palace" and the city of Loja. Then the results of the information obtained. Finally it culminates with the structuring of the respective conclusions and recommendations, which are proposed to Mrs. Manager of the Hotel "Crystal Palace" implementation of the marketing plan for the tourist to know the services of the same and thus possessions Hotel at national and international level.

• Hlavní autor: Placencia Saritama, Luis Alfredo (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2017
• Témata: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING; HOTEL; MERCADO
• On-line přístup: http://dspace.unl.edu.ec/jspui/handle/123456789/17794