Análisis de posicionamiento en el sector de servicios de hosterías en el Valle de Yunguilla y propuesta de diseño de un plan estratégico de marketing para la Hostería “Los Cisnes” en el periodo 2015-2018

Abstract

This current graduation work is focused on the development of a Strategic Marketing Plan applied to “Los Cisnes” Lodge. It has the purpose to contribute to the organizational development of the company, to increase its sales, to face the competition, but above all, to render quality services. In this way, “Los Cisnes” will turn into the number one in the market. Basic concepts and definitions of marketing are presented. They will be used throughout the development of this project. Afterwards, a research of the area was carried out by means of the following tools: surveys and interviews that were applied to people who use lodge services. Was established a ranking of existing lodges in the Valley of Yunguilla which was based on the register granted by the Ministry of Tourism. “Los Cisnes” Lodge was ranked in the third place in this list and according with the survey that was applied to the tourists; the inquiry form is attached to the last chapter of this paper. The current situation of the enterprise was established by using the following tools: micro and macro setting, SWOT analysis, internal factor evaluation IFE matrix, external factor evaluation EFE matrix, Boston matrix. Consulting Group BCG. Based on the previous statements, a Strategic Marketing Plan was developed. It includes mission, vision, objectives, strategy implementation, action plans, and budgets. Finally It presents the project conclusions and recommendations. The recommendations will reinforce the accomplishment of the strategies that were proposed at the beginning in order to contribute to a better development and growth of the business and at the same time they will convey optimal results for the lodge.