Estrategia de posicionamiento del centro nocturno "La Esquina del Home" en el mercado nacional

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dc.contributor.advisorContreras Tejeda, Santiago
dc.contributor.authorPérez Ruíz, Dayan
dc.coverage.spatialSanta Claraen_US
dc.date.accessioned2019-10-29T19:03:26Z
dc.date.available2019-10-29T19:03:26Z
dc.date.issued2019-06-25
dc.description.abstractFor tourist companies, fighting against oblivion within the market is summarized, in a word: "positioning". The battle is fought in the mind of the consumer and positioning leads to the success that products and businesses must have. Even so, many entities lack marketing strategies driven by the client that consolidate an adequate strategy of differentiation and positioning. The objective of this research focuses on proposing a positioning strategy for the "Esquina del Home" Night Center in the Cuban target market between 18 and 35 years of age. For the investigation, the analytical-synthetic and induction-deduction methods were used at the theoretical level and the empirical level was the documentary analysis, the unstructured interview, the observation, the questionnaire and the Positioning Maps. The work recognizes the lack of knowledge of the executives of the entity under analysis about their positioning in the target source market, as well as the current state of perception of each of the identified image attributes. The proposed positioning strategy will provide the center with a tool capable of improving its position in relation to the competition and from the point of view of its target source market.en_US
dc.description.statusnon-publisheden_US
dc.identifier.urihttps://dspace.uclv.edu.cu/handle/123456789/11928
dc.language.isoesen_US
dc.publisherUniversidad Central "Marta Abreu" de las Villas.Facultad de Ciencias Económicas.Departamento de Turismoen_US
dc.rightsEste documento es Propiedad Patrimonial de la Universidad Central "Marta Abreu" de Las Villas. Los usuarios podrán hacer uso de esta obra bajo la siguiente licencia: Creative Commons: Atribución-No Comercial-Compartir Igual 4.0 Licenseen_US
dc.subjectEstrategia de Posicionamientoen_US
dc.subjectCentro Nocturno “La Esquina del Home¨´Santa claraen_US
dc.subject.otherEstrategiaen_US
dc.titleEstrategia de posicionamiento del centro nocturno "La Esquina del Home" en el mercado nacionalen_US
dc.typeThesisen_US
dc.type.thesisbacheloren_US

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Tesis de Pregrado - Licenciatura en Turismo