Estrategia de posicionamiento del centro nocturno "La Esquina del Home" en el mercado nacional
Fecha
2019-06-25
Autores
Pérez Ruíz, Dayan
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Universidad Central "Marta Abreu" de las Villas.Facultad de Ciencias Económicas.Departamento de Turismo
Resumen
For tourist companies, fighting against oblivion within the market is summarized, in a word: "positioning". The battle is fought in the mind of the consumer and positioning leads to the success that products and businesses must have. Even so, many entities lack marketing strategies driven by the client that consolidate an adequate strategy of differentiation and positioning. The objective of this research focuses on proposing a positioning strategy for the "Esquina del Home" Night Center in the Cuban target market between 18 and 35 years of age. For the investigation, the analytical-synthetic and induction-deduction methods were used at the theoretical level and the empirical level was the documentary analysis, the unstructured interview, the observation, the questionnaire and the Positioning Maps. The work recognizes the lack of knowledge of the executives of the entity under analysis about their positioning in the target source market, as well as the current state of perception of each of the identified image attributes. The proposed positioning strategy will provide the center with a tool capable of improving its position in relation to the competition and from the point of view of its target source market.
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Estrategia de Posicionamiento, Centro Nocturno “La Esquina del Home¨´Santa clara