Definición de una estrategia de marketing para potenciar la venta del buceo recreativo en Cienfuegos
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2017-10-23
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Orihuela Estela, Adriana
Nuñez Piñeiro, Yanet
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Las actividades de recreo asociadas la náutica constituyen motivaciones de viaje para muchas personas en el Mundo. En este sentido, Cuba se ha dado a la tarea de fomentar la náutica en su litoral de la provincia de Cienfuegos. Esta región en el centro sur del país está actualmente descomercializado. La situación se acentúa para la modalidad de buceo recreativo; sin embargo, no existe una estrategia de marketing en función de la variedad de clientes. La presente investigación pretende aportar una solución para revertir esa deficiencia, a partir de un diagnóstico previo del comportamiento del buceo en el destino Cienfuegos, que sirva de base para la elaboración de una propuesta de estrategia de marketing para esta modalidad náutica especializada, organizada y operada por la Náutica Marlin Cienfuegos. Para ello se han implementado métodos de estudio en los planos teórico y empírico. También se han empleado métodos cualitativos como el análisis documental, la matriz DAFO y el diagrama causa-efecto, los que permitieron identificar las condiciones del entorno interno y externo de la entidad objeto de estudio. Finalmente, queda elaborada una propuesta de estrategia de marketing para la marina, enfocada a las variables de distribución y comunicación con el fin de incrementar las ventas del buceo recreativo y fomentar su desarrollo y posicionamiento en los principales mercados emisores.
Recreational activities associated with nautical constitute motivations of travel for many people in the world. In this regard, Cuba has been given to the task of fostering nautical on the coast of Cienfuegos. However, this region, in the southern Centre of the country, has not been well inserted in the market. The situation is emphasized for recreational diving mode with the lack of a strategy of marketing focused on the variety of customers. This research aims to provide a solution to reverse that deficiency, from a prior assessment of the behavior of diving in the Cienfuegos target, which serves as a basis for the elaboration of a proposal for a marketing strategy for this specialized nautical modality, which must be organized and operated by Marlin Cienfuegos. Theoretical and empirical methods were implemented for this purpose. Also we have used some qualitative ones as the documentary analysis, the SWOT matrix and cause and effect diagram methods, which allowed identifying the conditions of the internal and external environment of the Organization. Finally, a proposal of marketing strategy for the Marina focused on the variables of distribution and communication in order to increase the sales of recreational diving and foster their development and positioning of the main markets was made.
Recreational activities associated with nautical constitute motivations of travel for many people in the world. In this regard, Cuba has been given to the task of fostering nautical on the coast of Cienfuegos. However, this region, in the southern Centre of the country, has not been well inserted in the market. The situation is emphasized for recreational diving mode with the lack of a strategy of marketing focused on the variety of customers. This research aims to provide a solution to reverse that deficiency, from a prior assessment of the behavior of diving in the Cienfuegos target, which serves as a basis for the elaboration of a proposal for a marketing strategy for this specialized nautical modality, which must be organized and operated by Marlin Cienfuegos. Theoretical and empirical methods were implemented for this purpose. Also we have used some qualitative ones as the documentary analysis, the SWOT matrix and cause and effect diagram methods, which allowed identifying the conditions of the internal and external environment of the Organization. Finally, a proposal of marketing strategy for the Marina focused on the variables of distribution and communication in order to increase the sales of recreational diving and foster their development and positioning of the main markets was made.
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Oportunidades, Competencia, Buceo, Náutica