Plan de marketing de servicios del hotel Regal de la ciudad de Machala para el año 2019.

Abstract

Companies to position themselves and make themselves known use marketing techniques to get the attention of the client by exposing a product or service that could meet their needs. An important sector of the economy is tourism where hotels are one of the variables that compose it, and must implement different techniques to make themselves known and increase their turnover. With the passage of time and advances in new technologies, hotels must adapt to new marketing strategies so as not to lose business opportunities. Being the marketing plan who defines the role and responsibilities of marketing executives in such a way that the objectives of the company are achieved. But one of the problems of local companies is that they do not invest in marketing plans, such is the case of the Regal Hotel in the city of Machala, which allocates a low budget to promote their services by reducing competitiveness with hotels that do, having a low positioning that is reflected in its limited occupancy of rooms, where potential customers prefer the competition. The objective of the research is to design a service marketing plan for the Regal Hotel in the city of Machala in the year 2019. For the collection of the information, the qualitative and quantitative method was used to know the institutional image to be able to design strategies that adjust to your organizational needs.