Diseño de plan de marketing para la Agencia Viajes Cubanacán Villa Clara
Date
2019-06-25
Authors
Hernández Rodríguez, Karla
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Central "Marta Abreu" de las Villas.Facultad de Ciencias Económicas.Departamento de Turismo
Abstract
El plan de marketing es un instrumento de gestión que se concibe para aumentar la capacidad de reacción de la empresa, gracias a una interpretación rápida de los cambios producidos en el entorno; es una de las más modernas y avanzadas herramientas gerenciales, capaz de adquirir y asignar los recursos necesarios y por tanto, perfeccionar la gestión de las actividades del turismo y los viajes mediante el logro de objetivos y metas. En correspondencia con lo anterior, el presente Trabajo de Diploma se desarrolló en la Agencia de Viajes Cubanacán Sucursal Villa Clara, que presenta dificultades en la actividad comercial, debido fundamentalmente a que no se establecen estrategias de marketing, lo cual exige la orientación del negocio hacia el mercado y no hacia la operación. De ahí que se plantee como objetivo central la elaboración de un plan de marketing, a partir de la aplicación del procedimiento propuesto por Ojeda (2016), considerándose aplicable en las condiciones actuales y las exigencias de la gestión en las Agencias de Viajes Receptivas Cubanas. Como resultado de la investigación se obtuvo una propuesta estructurada del Plan de Marketing de la Agencia de Viajes, que debidamente empleado se convierte en una vía eficaz para la obtención de resultados positivos.
The marketing plan is a management tool that is designed to increase the responsiveness of the company, thank to the rapid interpretation of changes in the environment, this is one of the most modern and advanced management tools, capable of acquiring and allocate the necessary resources and improve the management of tourism activities and travel through the achievement of the objectives and goals. Corresponding to the above, this dissertation was developed in the Cubanacan Travel Agency on Villa Clara city, which presents difficulties in business, mostly because it does not establish marketing strategies, which makes the business approach to the market and not to the operation. The central objective is the development of a marketing plan, from the application of the procedure proposed by Serra Ojeda (2016), considered applicable in the current conditions and management requirements in the Cuban Incoming Travel Agencies. As a result of the investigation was a structured Marketing Plan Travel Agency, which duly employee becomes an effective way to obtain positive results.
The marketing plan is a management tool that is designed to increase the responsiveness of the company, thank to the rapid interpretation of changes in the environment, this is one of the most modern and advanced management tools, capable of acquiring and allocate the necessary resources and improve the management of tourism activities and travel through the achievement of the objectives and goals. Corresponding to the above, this dissertation was developed in the Cubanacan Travel Agency on Villa Clara city, which presents difficulties in business, mostly because it does not establish marketing strategies, which makes the business approach to the market and not to the operation. The central objective is the development of a marketing plan, from the application of the procedure proposed by Serra Ojeda (2016), considered applicable in the current conditions and management requirements in the Cuban Incoming Travel Agencies. As a result of the investigation was a structured Marketing Plan Travel Agency, which duly employee becomes an effective way to obtain positive results.
Description
Keywords
Marketing, Agencia de Viajes Cubanacán, Gestión