Plan de marketing para el Hostal Auténtica Pérgola
Fecha
2019-06-25
Autores
Rodríguez Cabrera., Yandi
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Editor
Universidad Central "Marta Abreu" de las Villas.Facultad de Ciencias Económicas.Departamento de Turismo
Resumen
En la actualidad la actividad turística está determinada por una fuerte competencia entre las diferentes empresas que prestan servicios y que pretenden alcanzar un mejor posicionamiento en el mercado, por lo que adoptar una filosofía moderna de marketing representa la clave del éxito para muchas, pues el mismo se enfoca en las necesidades y expectativas de los clientes y permite una diferenciación de la competencia. Por esto, contar con un instrumento de planificación comercial como el plan de marketing resulta de vital importancia para las empresas que pretendan sobrevivir en el mercado. De aquí que la presente investigación tiene como objetivo principal elaborar el plan de marketing para el Hostal Auténtica Pérgola, para lo cual se analizaron diferentes metodologías para la elaboración de planes de marketing, seleccionándose como la más apropiada la de Serra (2003) por estar diseñada para las empresas turísticas y ser una de las más abarcadoras. La realización de la investigación permitió desarrollar un diagnóstico de la gestión de marketing en dicha entidad que arrojó como principal resultado la inexistencia de un plan de marketing, por lo que se lleva a cabo una gestión comercial de forma empírica. El principal resultado de la investigación es el Plan de Marketing para el Hostal Auténtica Pérgola, el que constituye un importante instrumento de planificación comercial, al contar con objetivos, estrategias y acciones comerciales para contribuir a una gestión comercial eficiente y además está acorde a las características de esta entidad.
At present the tourist activity is determined by a strong competition between the different companies that offer services and that they try to reach a better positioning in the market, reason why adopting a modern philosophy of marketing can represent the key of the success for many, since it focuses on the needs and expectations of customers and allows a differentiation of the competition. Therefore, having a commercial planning tool such as the marketing plan is of vital importance for companies that intend to survive in the market. Hence, this research has as main objective to develop the marketing plan for the Authentic Pergola Hostel, different methodologies were analyzed for the preparation of marketing plans, selecting as the most appropriate Serra (2003) for being designed for companies tourism and be one of the most comprehensive. The realization of the investigation allowed to develop a diagnosis of the marketing management in this entity that resulted as the main result of the lack of a marketing plan, so that a commercial management is carried out empirically. The main result of the research is the Marketing Plan for the Authentic Pergola Hostel, which constitutes an important commercial planning tool, since it has objectives, strategies and commercial actions to contribute to efficient commercial management and is also in line with the characteristics of this entity.
At present the tourist activity is determined by a strong competition between the different companies that offer services and that they try to reach a better positioning in the market, reason why adopting a modern philosophy of marketing can represent the key of the success for many, since it focuses on the needs and expectations of customers and allows a differentiation of the competition. Therefore, having a commercial planning tool such as the marketing plan is of vital importance for companies that intend to survive in the market. Hence, this research has as main objective to develop the marketing plan for the Authentic Pergola Hostel, different methodologies were analyzed for the preparation of marketing plans, selecting as the most appropriate Serra (2003) for being designed for companies tourism and be one of the most comprehensive. The realization of the investigation allowed to develop a diagnosis of the marketing management in this entity that resulted as the main result of the lack of a marketing plan, so that a commercial management is carried out empirically. The main result of the research is the Marketing Plan for the Authentic Pergola Hostel, which constitutes an important commercial planning tool, since it has objectives, strategies and commercial actions to contribute to efficient commercial management and is also in line with the characteristics of this entity.
Descripción
Palabras clave
Plan de Marketing, Gestión de Marketing., Hostal Aunténtica Pérgola