Propuesta de Plan de Marketing para el Hotel Encanto del Rijo 2009-2010
Fecha
2009-07-24
Autores
Pérez Martín, Marielys
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación se centra fundamentalmente en la elaboración del Plan de
Marketing del Hotel Encanto del Rijo, como herramienta de gestión que permita una
planificación del marketing y así contribuya, al logro de una mayor eficiencia en su
proceso comercial. Para ello se analizaron diferentes procedimientos encontrados en la
bibliografía consultada, hasta determinar el más adecuado a las características
particulares de este tipo de hoteles. Se parte de la realización de un diagnóstico en el
que se plantean la caracterización interna del hotel y de su área comercial, se estudian
los factores del entorno y los procesos que se desarrollan, se analizan los principales
indicadores comerciales y finalmente se concluye con una valoración de la gestión
comercial. Para recopilar y analizar la información se aplicaron métodos y técnicas como
la observación participante, el análisis documental, la entrevista en profundidad, el
análisis y discusión en grupo. El principal aporte de este trabajo es la aplicación, por
primera vez, del procedimiento propuesto para la elaboración del plan de marketing en
un hotel Encanto, lo que podrá permitir la eliminación del empirismo y la operatividad
excesiva que caracteriza la gestión comercial actual de estos hoteles.
This research focuses primarily on developing the Marketing Plan of the Hotel Encanto Rijo, as a management tool that allows planning and marketing and contribute to achieving greater efficiency in their business process. We analyze different procedures found in the literature to determine the most appropriate for the particular characteristics of this type of hotel. It is part of the realization of a diagnosis in which there are internal characterization of the hotel and its shopping area, it explores the factors of the environment and developing processes, analyzes the main business indicators, and finally concludes with an assessment of business management. To collect and analyze information applies methods and techniques as participant observation, documentary analysis, interview, analysis and group discussion. The main contribution of this work is the application for the first time, the proposed procedure for developing the marketing plan in a charming hotel, which may allow the elimination of operational and excessive empiricism that characterizes the current commercial management of these hotels.
This research focuses primarily on developing the Marketing Plan of the Hotel Encanto Rijo, as a management tool that allows planning and marketing and contribute to achieving greater efficiency in their business process. We analyze different procedures found in the literature to determine the most appropriate for the particular characteristics of this type of hotel. It is part of the realization of a diagnosis in which there are internal characterization of the hotel and its shopping area, it explores the factors of the environment and developing processes, analyzes the main business indicators, and finally concludes with an assessment of business management. To collect and analyze information applies methods and techniques as participant observation, documentary analysis, interview, analysis and group discussion. The main contribution of this work is the application for the first time, the proposed procedure for developing the marketing plan in a charming hotel, which may allow the elimination of operational and excessive empiricism that characterizes the current commercial management of these hotels.
Descripción
Palabras clave
Hotel Encanto del Rijo, Gestión Comercial, Gestión de Marketing, Empresa Hotelera