Propuesta estratégica para el Posicionamiento de la Hostería Lelia, perteneciente al Recinto Lelia, cantón Santo Domingo, Provincia de Santo Domingo de los Tsáchilas.

For the development of the project, a situational diagnosis was carried out at the macro, meso and micro levels, using the PESTEC matrix, which helps to the information section in the political, economic, social, technological, environmental and competitive areas. Then a SWOT (FODA) analysis was also carried out, this analysis allowed determining the strengths, weaknesses, opportunities, and threats which are present in the company and its environment, taking into account that the weaknesses and strengths are internal factors and the threats and opportunities are considered external factors. In order to develop the strategies of positioning, the strategic matrix was used, the information was extracted from the analysis of the SWOT (FODA) matrix, resulting in 5 strategies; each one was designed according to the need presented by the lodge, which helped them to comply with the aim of positioning the lodge. In this way tactics were performed for each of the strategies, knowing that tactics were clear and precise actions that helped to fulfill each of the proposed strategies. Finally, a result tree was made starting from a matrix that helps to classify each of the tactics in learning, clients, processes and results, according to the action that was done. Therefore, the result tree was placed, taking into account that this tree aims to know what the result obtained from the strategies proposed was. It has been possible to conclude and recommend the most feasible so that the Lelia Lodge can be known in its target market increasing its coverage and in this way to provide an effective and efficient service that satisfies the needs of the clients.

• Egile nagusia: Villagómez Albán, Thalia Elizabeth (author)
• Formatua: bachelorThesis
• Hizkuntza: spa
• Argitaratua: 2017
• Gaiak: PROPUESTA; ESTRATÉGICA; RÍO LELIA
• Sarrera elektronikoa: http://repositorio.utc.edu.ec/handle/27000/5705