Plan estratégico de marketing para la hostería Rosal del Sol en la ciudad de Catamayo de la provincia de Loja

In the following research work, was aimed at a “STRATEGIC MARKETING PLAN FOR ROSAL HOSTERÍA SUN CITY CATAMAYO LOJA PROVINCE"it will allow long term, achieve better development and performance their daily activities and achieve better positioning in the local market work. At present businesses and industries face barriers that prevent their expansion and growth in the market, this requires implementing strategic plans. That's where we should analyze the importance of proper strategic planning of marketing, because competition today and keep in the market focus on customer satisfaction, grab greater percentage of them and provide quality services. This study considered relevant and important conceptual elements that constitute the bibliographic database marketing issues for the development of this research. Within the methods and techniques used consists deductive, inductive, analytical and statistical same method which served to prepare and develop the objectives of the project and applied the same techniques such as direct observation, interview the manager, surveys 10 employees and 304 customers External which they facilitated obtaining primary information needed to clarify the current situation of the hostel. Matrix External factors resulted in a total weighted value of 2.76, which means that the company has the opportunities offered by the external environment and the threats do not do much damage. Matrix Internal factors resulted in a total weighted value of 2.48, which means that the company has many weaknesses, it must be considered because the strengths needs to be increased within the same. After learning the inner and outer reality of the lodge, the strengths and weaknesses as well as its opportunities and threats said, and combine them strategic, same goals that allowed initiating the development of strategic marketing proposal to the lodge was defined and define the guiding framework necessary to remedy the shortcomings and take the road to better prospects for growth and development. Among the strategic objectives identified four objectives: Strategic Objective No. 1: Make a plan for improvement in all services offered to clients of the hostel Rosal del Sol. Strategic Objective No. 2: To improve the development of all activities of the lodge Rosal del Sol through the implementation of a computer system according to current needs. Strategic Objective 3: Implement an ongoing advertising campaign to publicize the services offered by the lodge Rosal del Sol. Strategic Objective No. 4: Develop a training program for staff to improve the care provided Hosteria Rosal del Sol The strategic plan to be implemented amounts to a total of $ US $9764.00. Implementation of this strategic marketing plan will allow the Lodge to achieve a better development and market positioning of the city of Catamayo in regard to housing, improving their clientele. Finally, conclusions and recommendations are presented is determined after the study by the strategic planning process of marketing, the same that will be brought to the attention of the manager of the inn for later execution

• Main Author: Rojas Cueva, David Eduardo (author)
• Format: bachelorThesis
• Language: spa
• Published: 2015
• Subjects: PLAN ESTRATÉGICO; HOSTERÍA; MARKETING; SERVICIOS DE HOSPEDAJE
• Online Access: http://dspace.unl.edu.ec/jspui/handle/123456789/8744