Estrategia de posicionamiento para el segmento turismo de recorrido que visita el Bar-Cafetería “El Palatino”
Fecha
2017-06-17
Autores
Segura Rama, Frank Luis
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Universidad Central "Marta Abreu" de Las Villas. Facultad Ciencias Económicas. Departamento de Turismo
Resumen
El posicionamiento es definido como el lugar que ocupa una empresa, entidad, organización, institución o persona en la mente de otras. Este tema es poco estudiado sin conocer, que a pesar de que no se realicen acciones para posicionar por mercadólogos, los clientes se encargan de hacerlo. En el Bar-Cafetería “El Palatino” existe un insuficiente conocimiento por parte de los directivos sobre su posicionamiento en el segmento de mercado turismo de recorrido que visita la ciudad de Cienfuegos debido a la carencia de una estrategia de marketing impulsada por el cliente que consolide una adecuada estrategia de diferenciación y posicionamiento. Los objetivos de la presente investigación se centran en proponer una estrategia de posicionamiento para la entidad a partir de una revisión bibliográfica del tema y un diagnóstico de la situación actual del tema objeto de estudio. Se emplean métodos del nivel teórico como la síntesis y análisis histórico lógico y del nivel empírico como son los cuestionarios y la observación con el apoyo en herramientas como los gráficos de posicionamiento y los mapas perceptuales de posicionamiento. Los resultados obtenidos reflejan que la entidad se encuentra en una posición ventajosa respecto a la competencia, pero debe continuar realizando acciones estratégicas que le permitan una mayor efectividad en sus mercados meta mediante la diferenciación en los atributos más fuertes y la mejora de la apariencia y la higiene. Dichas acciones deben ser tenidas en cuenta por los directivos de la entidad y la Sucursal Extrahotelera Palmares S.A. de Cienfuegos.
Positioning is defined as the place that an Enterprise, Company, organization, institution or person takes up in the mind of other people. This issue is very little studied without knowing that despite actions are not carried out to position by marketing researchers, customers are in charge to do it. In “El Palatino” Bar-Cafeteria there is an inadequate knowledge by managers about it positioning in the segment of the market “tourist passing” through Cienfuegos due to the lack of a marketing strategy stimulated by customers that consolidates a right differentiation and positioning strategy. The goals of this research are focused on proposing a positioning strategy to the bar, starting by a revision of previous researches about this matter and a diagnosis of current situation in “El Palatino”. Theoretical level methods are used as synthesis and historical-logical analysis and also empirical level methods as the survey and observation supported in tools like positioning graphics and positioning perceptual maps. The results reflect that the bar is located in an advantageous position respect to the competitors but it must continue planning strategic actions for a greater effectiveness in it goal market by means of differentiation in the strongest attributes and the improvement of the appearance and the hygiene. These actions must be taken into account by the managers of the bar and Palmares Cienfuegos Branch.
Positioning is defined as the place that an Enterprise, Company, organization, institution or person takes up in the mind of other people. This issue is very little studied without knowing that despite actions are not carried out to position by marketing researchers, customers are in charge to do it. In “El Palatino” Bar-Cafeteria there is an inadequate knowledge by managers about it positioning in the segment of the market “tourist passing” through Cienfuegos due to the lack of a marketing strategy stimulated by customers that consolidates a right differentiation and positioning strategy. The goals of this research are focused on proposing a positioning strategy to the bar, starting by a revision of previous researches about this matter and a diagnosis of current situation in “El Palatino”. Theoretical level methods are used as synthesis and historical-logical analysis and also empirical level methods as the survey and observation supported in tools like positioning graphics and positioning perceptual maps. The results reflect that the bar is located in an advantageous position respect to the competitors but it must continue planning strategic actions for a greater effectiveness in it goal market by means of differentiation in the strongest attributes and the improvement of the appearance and the hygiene. These actions must be taken into account by the managers of the bar and Palmares Cienfuegos Branch.
Descripción
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Posicionamiento