Propuesta de plan de marketing para el Hotel Los Caneyes
Fecha
2010-07-24
Autores
Salas Espinosa, Geidy
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El plan de marketing es una herramienta de gestión comercial que propicia la
coordinación de equipos, recursos y materiales en función de orientarse al cliente, pero
que también genera ganancias, posición en el mercado e imagen. Esta temática es
abordada en las condiciones de la pequeña y mediana empresa hotelera de Santa Clara,
específicamente el objeto de estudio práctico lo constituye el hotel “Los Caneyes”, que
presenta algunos problemas comerciales, debido fundamentalmente a que no establecen
estrategias de marketing para el incremento de las utilidades en el largo plazo, lo cual
exige la orientación del negocio hacia el mercado y no hacia la operación. De ahí que el
presente trabajo de diploma se plantee como objetivo fundamental la elaboración del
plan de marketing del Hotel “Los Caneyes”, a partir de la aplicación del procedimiento de
Hernández, Martínez y Machado (2008) el cual es aplicable en las condiciones actuales
a los hoteles medianos, de tránsito, categoría tres estrellas del destino Cuba.
Marketing Plan is a commercial administration tool which propitiates resource and materials coordination towards the client, but it also generates earnings, position and image in the market. This theme is approached in small and medium hotel in Santa Clara. Los Caneyes company is the aim of the practical study. It has some commercial problems, because they don't establish marketing strategies to upper the utilities in a long term, which demands the business orientation toward the market and not toward the operation. Due to these difficulties the present diploma work establish as a fundamental aim the elaboration of the marketing plan in “Los Caneyes" Hotel, starting from the application of Hernández, Martínez and Machado's procedure (2008) which has been taking place to medium hotels of traffic, category three stars of the destination Cuba nowadays.
Marketing Plan is a commercial administration tool which propitiates resource and materials coordination towards the client, but it also generates earnings, position and image in the market. This theme is approached in small and medium hotel in Santa Clara. Los Caneyes company is the aim of the practical study. It has some commercial problems, because they don't establish marketing strategies to upper the utilities in a long term, which demands the business orientation toward the market and not toward the operation. Due to these difficulties the present diploma work establish as a fundamental aim the elaboration of the marketing plan in “Los Caneyes" Hotel, starting from the application of Hernández, Martínez and Machado's procedure (2008) which has been taking place to medium hotels of traffic, category three stars of the destination Cuba nowadays.
Descripción
Palabras clave
Marketing Turístico, Gestión Comercial, Hotel Los Caneyes, Gestión de calidad