“Plan Estratégico de Marketing para la Hostería El Descanso del Toro de la parroquia Vilcabamba del Cantón Loja
The general objective of this thesis is to elaborate a Strategic Plan of Marketing for the “Hosteria El Descanso del Toro’’ of Vilcabamba of the corner Loja. The specific objectives that have the following: perform the diagnosis of the company and the design of the strategic proposal for the inn. Wi...
Kaydedildi:
| Yazar: | |
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| Materyal Türü: | bachelorThesis |
| Dil: | spa |
| Baskı/Yayın Bilgisi: |
2018
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| Konular: | |
| Online Erişim: | http://dspace.unl.edu.ec/jspui/handle/123456789/20596 |
| Etiketler: |
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Etiketle | Özet: | The general objective of this thesis is to elaborate a Strategic Plan of Marketing for the “Hosteria El Descanso del Toro’’ of Vilcabamba of the corner Loja. The specific objectives that have the following: perform the diagnosis of the company and the design of the strategic proposal for the inn. Within materials and methods, the dialectical method was used to perform the historical review of the company and the situational diagnosis of the context and environment, the inductive method served as support to carry out the internal analysis of the company and the deductive method was used to carry out the external analysis of it; In terms of applied techniques, interviews were held with the administrator and fourteen collaborators of the company, as well as surveys of national and foreign tourists from Vilcabamba parish who constitute the population of the research work, in addition to direct observation , through visits to the organization. Based on the results, in the external analysis, the most significant opportunities are political stability, tourist and hotel inflation with a decreasing tendency in 2017 (0.0254%) and national tourism policy, the main threats of the environment constitute the rate of unemployment and underemployment, poverty index and the high level of competence; that is why the EFE matrix with a weighted total of 3.56, determines that the company is above average. Regarding the analysis of the competitive environment, it can be seen that the organization acquires a dairy cow position with a relative participation of 1.09 and with a low market growth 5 to 5.37%. According to the internal analysis, the most outstanding strengths are: own and differentiated infrastructure, wide variety of timely and quality services with competitive prices and their weaknesses are: lack of adequate market research, limited advertising and promotion and lack of after-sales service , in this way the EFI matrix obtains a weighted total of 2.75. In the discussion, the business philosophy and four strategic objectives are proposed, these being: to strengthen the quality of the services; design an advertising plan; develop a promotional plan and implement the after-sales service at Hosteria El Descanso del Toro. The conclusions highlight that the present strategic marketing plan has a total cost of $ 56,136.00 dollars and recommendations are suggested to the company, consider this proposal to increase its market share. |
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