Browsing by Author "Salazar Zhigui, Karen Nicole"

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    Propuesta de plan de marketing hotelero: caso Hotel Victoria
    (Universidad de Cuenca, 2023-10-18) Guanga Paltín, Nathaly Dayanna; Salazar Zhigui, Karen Nicole; Iñiguez Márquez, Gustavo Eduardo
    This research presents a detailed marketing plan that seeks to analyze and improve the strategy at the Victoria Hotel. The objective of this plan is to provide a systematic approach to increase the company's visibility and strengthen its market positioning. To do this, it is based on a study of the target market and its competition, using quantitative and qualitative methods to collect data on guest preferences and needs, as well as to identify the opportunities and threats that the hotel faces. Based on the research findings, a series of strategies are proposed that cover the aspects of product, price, distribution and promotion; and these strategies are aligned to increase your sales and consolidate your brand. There is an emphasis on continuous adaptation, as the hotel environment and guest preferences change over time. It is anticipated that this plan, with its detailed and strategic approach, will contribute to improving the competitiveness of Hotel Victoria, allowing it to capitalize on existing opportunities in the market. Keywords: marketing plan, strategies, market research, competition, digital platforms