Plan de marketing para el hotel “El descanso del conductor” de la ciudad de Santo Domingo
For any company to remain on the market so competitive today, it is necessary to implement a Marketing Plan, the same to propose activities clearly demarcated to help employees and managers to understand and to work together to achieve common goals and thus achieve the success of all future activiti...
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| Format: | bachelorThesis |
| Język: | spa |
| Wydane: |
2011
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| Hasła przedmiotowe: | |
| Dostęp online: | http://repositorio.uteq.edu.ec/handle/43000/5128 |
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Dodaj etykietę | Streszczenie: | For any company to remain on the market so competitive today, it is necessary to implement a Marketing Plan, the same to propose activities clearly demarcated to help employees and managers to understand and to work together to achieve common goals and thus achieve the success of all future activities of the company. This thesis was developed for the Hotel " El Descanso del Conductor" of property of Ms. Ana de León, the same one is located in the Quevedo Way, km 4 ½, in the city of Santo Domingo, the capital of the Province of Santo Domingo of the Tsáchilas, which extension is of 3857 Km2, geographical location of 0 ° 24 ' 35 " of south latitude and of 79 ° 11 ' 08 " of latitude west, to a height of 655 meters above sea level. The title of this thesis is "Marketing plan for the Hotel “El Descanso del Conductor” of the city of Santo Domingo ", and for the development, we began with the investigative work, that was based on primary and secondary sources of information. We obtained the primary information by means of the direct observation of the competition, to know how many hotels exist in the city and the services that offer. Also there was realized an investigation of market by means of which it was polled to a sample of 383 persons of the floating population who visits the city, to 100 clients of the hotel in study and an interview to the owner of the same one. The secondary information was obtained of information provided by the National Institute of Statistics and Censuses (INEC), of the Chamber of Trade of the city of Santo Domingo and of books specialized in the area of Marketing. The results of surveys demonstrated very important information as following: the majority of the floating population who visits the city of Santo Domingo corresponds to persons, major of masculine sex of 30 years, which choose hotels of attractive image, with good and varied services, attainable prices and showy advertising. For the production of the offer of the marketing plan there took such important aspects as: segmentation of market, counterfoil FODA, analysis of the direct competition and hint of the Hotel "The Rest of the Driver ", elaborated the mission and vision of the Hotel, the aims formulated general and specifics of the offer. To be able to compete on the market in more effective form they proposed changes in the corporate image of the Hotel, which they included: creation of a logo, new slogan, uniforms for employees and improvement in the structure and infrastructure of the Hotel. The mix of Marketing was realized bearing in mind the product, price, square, promotion, personnel, physical evidence and processes. Where was suggested the implementation of new services, strategies for prices, increase of new channels of distribution, campaigns of promotion and advertising across different means, increase of personnel and improvement of the administrative processes. To know the royal value of the marketing plan, it was necessary to establish the budgets of all the strategies that were suggested to help. Since last step we have the methods of control which will allow to know the efficiency of the plan of the marketing. |
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