Plan de marketing hotelero para "Kuna Hotel" en Cuenca Ecuador

Abstract

Making a marketing plan is of vital importance for the proper functioning of an organization, because it allows to establish strategies to fully meet the needs of its target public, which results in the achievement of business objectives. In order to achieve this goal this theme is proposed "Hotel Marketing Plan for Kuna Hotel in Cuenca Ecuador", research that addresses three facets. The first one focuses on the Environmental Analysis Framework, which is an examination of the current situation of the company, through the analysis of the internal and external environment of the organization.

In a second stage, through the collection of secondary data sources of a quantitative nature, the profiles of the tourist visiting the city of Cuenca are developed. In addition, quantitative research is carried out to determine customer satisfaction. With these results, we proceed to segment the market, to determine the group of customers to which Kuna Hotel will address. Finally, an appropriate positioning is defined in the mind of the target consumer, using as the basis this positioning, a marketing mix was generated consistent with the capabilities and competitive advantages of the company, posing strategies and tactics tailored for Kuna Hotel.