Browsing by Author "Cando Calle, Mirian Janneth"

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    Diagnóstico de posicionamiento competitivo del hostal Posada del Ángel en el mercado turístico de Cuenca
    (2019-07-25) Cando Calle, Mirian Janneth; Correa Armijos, Rosa Alexandra; Serrano López, Ana Lucía
    The present research work will make a diagnosis of competitive positioning for Hostal Posada del Angel in the tourism market of Cuenca. It was structured in three stages, being the following: state of the art, study of the market, and finally, diagnosis of the positioning level of the Hostal Posada Del Angel. In the first objective, the area of study is delimited by starting with the location of the Hostal with relation to other accommodation centers in the city, an internal and external feature analysis will be conducted using interviews with staff that will allow to obtain a technical study with information of the current situation of the establishment. In addition, a portfolio of services and facilities of the hostal with their respective rates will be developed, consideration will be given to the historical demand, current and potential. It will also determine the visitor profile that is hosted in the lodging establishment. The second objective of study will consider the design with surveys of the internal and external client perception of the property, in order to achieve a positioning diagnosis of the hostal as compared with its direct competition; there will also be a study of target market to know what the guest preference are at present, so they can create improvements to the site and also recognize the current strengths and weaknesses of the establishment. The third and final objective is to formulate marketing strategies, handling the CANVAS method, SWOT, and Porter forces, through which, the establishment may develop enhancements in the future, such as the implementation of an advertising plan, the redesign of promotional brochures, a website and social networks in order to establish stablish strategies of marketing mix, and thus increasing sales. Within the results, the feasibility of making the positioning diagnosis will be established since there is a lack of knowledge of their potential and level of competitiveness as a center of lodging in the market of Cuenca.