Plan de Marketing para el centro recreativo cultural El Güije
Fecha
2009-07-24
Autores
Álvarez García, Idalmis
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Uno de los elementos básicos en términos del proceso de comercialización de
productos turísticos, es la utilización del Plan de Marketing el cual es de gran
ayuda para directivos y en general cualquier persona que realice algún tipo de
gestión dentro de una organización. El trabajo Plan de Marketing para el centro
recreativo cultural el Güije, tiene como objetivo fundamental, dotar a esta
organización de un documento escrito que defina responsabilidades y
procedimientos de acciones especificas, dirigido a obtener objetivos
comerciales, el cual permita a corto y mediano plazo enfrentar el crecimiento
progresivo de visitantes que buscan opciones nocturnas en la instalación y
responder a las exigencias cada vez más crecientes de los clientes. A partir de
un profundo estudio bibliográfico se definió una metodología adecuada a las
características específicas de esta instalación, la cual permitió en primer lugar
llevar a cabo un diagnóstico en el cual se demostró que la carencia de un Plan
propicia que existan una serie de problemas en la comercialización del centro.
Como resultado principal se diseñó el Plan de Marketing de la instalación a
través de la propia metodología, el cual permite una mejor adaptación a los
segmentos meta. El plan fue validado mediante el criterio de especialistas, con
el que se corroboró que éste es aplicable a la instalación y que debe propiciar
un mejor posicionamiento en el mercado, acorde a las tendencias actuales del Turismo.
One f the basic elements in terms of the process of commercialization of tourist products is the use of a marketing plan, which constitutes an important aid for executives and anyone who does some sort of management within an organization. The paper “A Marketing Plan for the Recreational Centre ‘El Güije’” aims at providing this organization with a written document which defines the responsibilities and procedures for specific actions, with the purpose of meeting commercial objectives. This would allow the facility- in the short to medium term- to face the growth in the number of visitors seeking for night-time recreation and meet the growing demands from customers. Starting from a serious bibliographic study, a methodology adequate to the characteristics of the facility was defined, which in turn allowed for the carrying out of a diagnosis. The diagnosis showed that the lack of a plan brings about a series of issues in the commercialization of the entity. The main result of the research was the design of a marketing plan for the facility using an adequate methodology, one that would allow the centre to adapt to the target segments. The plan was validated by using the criteria of specialists, which helped corroborate the belief that such plan is applicable to the facility and that it must contribute to its positioning in the market, in tune with the present trends in the industry of tourtsm.
One f the basic elements in terms of the process of commercialization of tourist products is the use of a marketing plan, which constitutes an important aid for executives and anyone who does some sort of management within an organization. The paper “A Marketing Plan for the Recreational Centre ‘El Güije’” aims at providing this organization with a written document which defines the responsibilities and procedures for specific actions, with the purpose of meeting commercial objectives. This would allow the facility- in the short to medium term- to face the growth in the number of visitors seeking for night-time recreation and meet the growing demands from customers. Starting from a serious bibliographic study, a methodology adequate to the characteristics of the facility was defined, which in turn allowed for the carrying out of a diagnosis. The diagnosis showed that the lack of a plan brings about a series of issues in the commercialization of the entity. The main result of the research was the design of a marketing plan for the facility using an adequate methodology, one that would allow the centre to adapt to the target segments. The plan was validated by using the criteria of specialists, which helped corroborate the belief that such plan is applicable to the facility and that it must contribute to its positioning in the market, in tune with the present trends in the industry of tourtsm.
Descripción
Palabras clave
Marketing, Centro Recreativo Cultural El Güije, Gestión de la Empresa Turística