Propuesta de plan de marketing del Hotel “Barceló Cayo Santa María Caribe” para el turismo nacional 2011-2012
Fecha
2011-07-25
Autores
Pérez Chinea, Domany
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
En un escenario actual caracterizado por la alta competitividad y los cambios acelerados del entorno se hace imprescindible trazar estrategias de gestión certeras que reduzcan el margen de error y la falta de previsión. Precisamente el Plan de Marketing constituye una herramienta de trabajo esencial para la Gestión de Marketing en la hotelería ya que permite a partir del empleo eficiente de los recursos disponibles, orientarse adecuadamente hacia el cliente e insertarse y mantener su posición en el mercado de forma competitiva favoreciendo así los resultados globales de la entidad. En la bibliografía consultada se encontraron varios procedimientos para la elaboración de planes de marketing y se decidió emplear el propuesto por Hernández (2010) ya que se ajusta a las características y condiciones actuales del " Barceló Cayo Santa María Caribe ", planteándose como objetivo general la elaboración del plan de marketing enfocado al turismo nacional de dicha entidad en el periodo 2011– 2012. El principal aporte de la investigación es la aplicación por primara vez de un procedimiento adecuado para la elaboración del plan de marketing del hotel " Barceló Cayo Santa María Caribe " en correspondencia con sus rasgos distintivos y necesidades reales de comercialización.
In a current scenario characterized by the high competitiveness and the quick changes of the environment it becomes indispensable to trace good administration strategies that reduce the error margin and the lack of forecast. The Plan of Marketing in fact constitutes an essential working tool for the Administration of Marketing in the hotel industry since it allows, starting from the efficient employment of the available resources, appropriately guiding it’s self towards the client and inserting and maintaining its position in the market in a competitive way favoring this way the global results of the entity. In the consulted bibliography they were several procedures for the elaboration of marketing plans and it was decided to use the one proposed by Hernández (2010) since it is adjusted to the characteristics and current conditions of "Barceló Cayo Santa María Caribe", outlining as it’s general objective the elaboration of the marketing plan focused on the national tourism of this entity in the period 2011-2012. The main contribution of the investigation is the application for the first time of an appropriate procedure for the elaboration of the marketing plan of the hotel "Barceló Cayo Santa María Caribe" in correspondence with its distinctive features and real necessities of commercialization.
In a current scenario characterized by the high competitiveness and the quick changes of the environment it becomes indispensable to trace good administration strategies that reduce the error margin and the lack of forecast. The Plan of Marketing in fact constitutes an essential working tool for the Administration of Marketing in the hotel industry since it allows, starting from the efficient employment of the available resources, appropriately guiding it’s self towards the client and inserting and maintaining its position in the market in a competitive way favoring this way the global results of the entity. In the consulted bibliography they were several procedures for the elaboration of marketing plans and it was decided to use the one proposed by Hernández (2010) since it is adjusted to the characteristics and current conditions of "Barceló Cayo Santa María Caribe", outlining as it’s general objective the elaboration of the marketing plan focused on the national tourism of this entity in the period 2011-2012. The main contribution of the investigation is the application for the first time of an appropriate procedure for the elaboration of the marketing plan of the hotel "Barceló Cayo Santa María Caribe" in correspondence with its distinctive features and real necessities of commercialization.
Descripción
Palabras clave
Hotel “Barceló Cayo Santa María Caribe”, Mercadeo, Marketing, Mercadeo Social, Social Marketing, Turismo, Tourism