Auditoría de Gestión de Marketing en el hotel Villa La Granjita de Santa Clara
Fecha
2009-06-24
Autores
Hernández González, Anny
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La necesidad de lograr y mantener determinados niveles de competitividad, así como,
alcanzar resultados eficaces y eficientes en la gestión, ha exigido a la nueva empresa
turística un cambio de mentalidad en la forma de administrar y gestionar. La
aplicación de un conjunto de estrategias que permitan el enfrentamiento adecuado a
las características de los mercados actuales y la práctica de desarrollos, actuaciones,
controles e innovaciones en este sentido son imprescindibles. En el presente trabajo
se aborda la temática relacionada con la auditoría de la gestión de marketing,
herramienta que le permite a la empresa adecuarse al entorno y a la situación del
momento y que constituye paradójicamente, una de las una de las menos conocidas
y aplicadas en el sector de turismo en Cuba. Es por ello que la investigación realizada
plantea como objetivo general desarrollar una auditoría de marketing en el hotel “Villa
La Granjita”, sobre la base de un procedimiento adecuado a las características
particulares de este tipo de hoteles. El resultado más relevante que se obtiene con
respecto a la gestión comercial que realiza el Hotel, es que no se orienta
adecuadamente al marketing lo cual se demuestra a través de la auditoría externa y
los resultados acerca del conocimiento de la competencia y el mercado y a través de
los mecanismos de planificación y control fundamentalmente. Con lo cual se propone
una solución estratégica, teniendo en cuenta el cuadrante Mini Maxi, en el que se
ubica según el análisis DAFO.
The need there is to achieve certain levels of competitiveness, as well as that of achieving efficient results in the managerial activity have demanded a change in the mentality of those who manage tourist enterprises regarding the way to conduct management and administration. The application of a number of strategies that would allow to cope with the characteristics of present markets -as well as and the practices, behaviors, controls and innovations in this respect- are essential. The present paper addresses the issue of marketing management audits, a tool that allows the enterprise to fit in the environment and adapt to the current situation, yet, paradoxically, it is not a very well known tool in the field of tourism in Cuba, and it is not frequently used. That is why the main objective of the present research is to carry out a marketing audit at the “Villa La Granjita Hotel”, based on a procedure adequate to this type of hotel. The most significant result obtained as to the commercial management carried out in the hotel is the finding that it is not adequately marketingoriented, which is attested by an external audit and by the findings about the knowledge of the competition and the market, fundamentally through mechanisms of planning and control. Thus, a strategic solution is proposed, taking into account the quadrant Mini Maxi in which the strategy is located according to the SWOT analysis.
The need there is to achieve certain levels of competitiveness, as well as that of achieving efficient results in the managerial activity have demanded a change in the mentality of those who manage tourist enterprises regarding the way to conduct management and administration. The application of a number of strategies that would allow to cope with the characteristics of present markets -as well as and the practices, behaviors, controls and innovations in this respect- are essential. The present paper addresses the issue of marketing management audits, a tool that allows the enterprise to fit in the environment and adapt to the current situation, yet, paradoxically, it is not a very well known tool in the field of tourism in Cuba, and it is not frequently used. That is why the main objective of the present research is to carry out a marketing audit at the “Villa La Granjita Hotel”, based on a procedure adequate to this type of hotel. The most significant result obtained as to the commercial management carried out in the hotel is the finding that it is not adequately marketingoriented, which is attested by an external audit and by the findings about the knowledge of the competition and the market, fundamentally through mechanisms of planning and control. Thus, a strategic solution is proposed, taking into account the quadrant Mini Maxi in which the strategy is located according to the SWOT analysis.
Descripción
Palabras clave
Gestión de Empresas Turísticas, Empresa Hotelera, Gestión de Marketing, Hotel Villa La Granjita