Propuesta de estrategias ofensivas al hotel San Francisco de la ciudad de Machala para mejorar su nivel competitivo.

Abstract

In general, small companies in the hotel sector do not give enough importance for planning to be successful in their progress. The Hotel "San Francisco" of the city of Machala was studied. The general objective was to propose offensive strategies to improve their competitive level. To this end, the specific identified points were identified: Identify the hotel's shortcomings by means of the socialization with the management of the real situation to make the strategic matrices and finally determine the type of strategy of the test to propose a case for the segments disincorporated by the competition. A documentary research was carried out with the compilation of information from bibliographical sources in scientific articles, books and documents and in the field through direct information from the hotel administration. A qualitative and quantitative methodology was applied through strategic matrices that resulted in the identification of the critical points that cause the company to have low competitiveness, that is, the bases for the proposal of market development strategies and improvement of the service. Finally, the general objective was met and the implementation of sales and marketing strategies with intensive advertising in social networks and the diversification strategy of the service portfolio was proposed through the implementation of a complementary spa service. With the correct application of these strategies, you can climb to the competitive level of the hotel.