| dc.description.abstract | The present titling work has focused on the proposal of a marketing plan for the hotel Rosamia
located in the historic center of the city of Cuenca, province of Azuay, for this a situational
study of the establishment was carried out through an analysis of the macroenvironment,
microenvironment and strategic, which allowed to identify the external and internal factors that
can affect the hotel. Likewise, resources, capabilities, and competitive advantages were
evaluated to identify opportunities and challenges, through tools such as the SWOT matrix,
EFE and EFI matrices. To this, a market study was added, in which important data was
collected on the preferences, perceptions and needs of potential customers of the Rosamia
hotel, in addition to obtaining valuable information to adapt the services and the value
proposition of the hotel to the specific demands of each segment. Finally, it was possible to
develop a proposal for a marketing mix plan to increase the profits of the Rosamia hotel,
strengthening its image and positioning in the tourism market of Cuenca. Where key elements
of marketing were addressed, such as the hotel's service offering, competitive pricing
strategies, the appropriate distribution channel, and effective communication and promotion
strategies. | |
