Briefing de desarrollo producto – mercado para el proyecto Cayería Noreste de GEOCUBA Villa Clara – Sancti Spíritus
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Salas Sánchez, Yadira
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Universidad Central "Marta Abreu" de Las Villas
Resumen
El presente trabajo de diploma se ha desarrollado en La Empresa GEOCUBA Villa
Clara – Sancti Spíritus, perteneciente al Sistema Empresarial de las FAR. El
mismo tiene la intención de presentar al departamento de Mercadotecnia de la
empresa un briefing de desarrollo producto – mercado que permita organizar la
información de marketing, para mejorar la toma de decisiones sobre el proyecto de
desarrollo turístico de la Cayería Noreste de la provincia de Villa Clara; puesto que
un mejor desempeño en la toma de decisiones beneficia la gestión empresarial y
brinda la información necesaria para no solo ser eficientes sino también eficaces.
En esta investigación se elaboró un marco teórico - referencial en el cual se tratan
temas tales como: administración de marketing, Sistema de Información de
Mercadotecnia (SIM), investigación comercial, investigación de mercado y de
producto, marketing ecológico, marketing en Cuba, etc. En el transcurso de la
misma se desarrollan las técnicas del análisis documental, la entrevista y la
entrevista grupal a directivos y especialistas de marketing; tanto del público
externo como del público interno para realizar el diagnóstico que permite
establecer las principales variables a considerar en la confección de la
herramienta (briefing) utilizada.
The present diploma work has been developed in The Company GEOCUBA Villa Clara - Sancti Spíritus, belonging to the Managerial System of the FAR. The same one has the intention of presenting to the department of Marketing of the company a briefing of development product - market that allows to organize the marketing information, to improve the taking of decisions on the project of tourist development of the Northeast Cayería of Villa Clara's county; since a better acting in the taking of decisions benefits the managerial administration and it offers the necessary information it not stops efficient single being but also effective. In this investigation a theoretical mark was elaborated - referencial in which you/they are such topics as: marketing administration, System of Information of Marketing (SIM), commercial investigation, market investigation and of product, ecological marketing, marketing in Cuba, etc. In the course of the same one the techniques of the documental analysis, the interview and the interview grupal are developed directive and marketing specialists; so much of the external public as of the internal public to carry out the diagnosis that allows to establish the main variables to consider in the making of the tool (briefing) used.
The present diploma work has been developed in The Company GEOCUBA Villa Clara - Sancti Spíritus, belonging to the Managerial System of the FAR. The same one has the intention of presenting to the department of Marketing of the company a briefing of development product - market that allows to organize the marketing information, to improve the taking of decisions on the project of tourist development of the Northeast Cayería of Villa Clara's county; since a better acting in the taking of decisions benefits the managerial administration and it offers the necessary information it not stops efficient single being but also effective. In this investigation a theoretical mark was elaborated - referencial in which you/they are such topics as: marketing administration, System of Information of Marketing (SIM), commercial investigation, market investigation and of product, ecological marketing, marketing in Cuba, etc. In the course of the same one the techniques of the documental analysis, the interview and the interview grupal are developed directive and marketing specialists; so much of the external public as of the internal public to carry out the diagnosis that allows to establish the main variables to consider in the making of the tool (briefing) used.