TY - GEN
T1 - Marketing Estratégico para la Gestión de Ventas en una Pyme del Sector Hotelero
AU - Torres, Betty Lizby Suarez
AU - Florian Castillo, Odar R.
AU - Fernandez Gastiaburu, Ericka D.
AU - Mendoza Puelles, Camila M.
AU - Florian-Sanchez, Odar Daniel
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - The main objective of the research is to design a strategic marketing plan for sales management in an SME in the hotel sector. The type of research is applied, prospective, transversal, observational and nonexperimental. Having as probabilistic sample the 169 guests of the hotel and as non-probabilistic sample to 40 employees of the company. Data collection was carried out in order to know the situational diagnosis of the company through an interview guide and a survey, to develop tools such as EFE Matrix, EFI and strategic SWOT, where a series of strategies were proposed, of which the most relevant is the implementation of content marketing based on social networks and marketing mix, which aim to counter that 23.68% of employees who perceive as deficient strategic marketing and 17.75% of guests who consider poor sales management. Therefore, the conclusion is that the design of a strategic marketing plan improves sales management in a hotel SME.
AB - The main objective of the research is to design a strategic marketing plan for sales management in an SME in the hotel sector. The type of research is applied, prospective, transversal, observational and nonexperimental. Having as probabilistic sample the 169 guests of the hotel and as non-probabilistic sample to 40 employees of the company. Data collection was carried out in order to know the situational diagnosis of the company through an interview guide and a survey, to develop tools such as EFE Matrix, EFI and strategic SWOT, where a series of strategies were proposed, of which the most relevant is the implementation of content marketing based on social networks and marketing mix, which aim to counter that 23.68% of employees who perceive as deficient strategic marketing and 17.75% of guests who consider poor sales management. Therefore, the conclusion is that the design of a strategic marketing plan improves sales management in a hotel SME.
KW - SME
KW - Strategic marketing
KW - hotel sector
KW - sales management
KW - social networks
UR - https://www.scopus.com/pages/publications/85187291885
U2 - 10.18687/LEIRD2023.1.1.542
DO - 10.18687/LEIRD2023.1.1.542
M3 - Contribución a la conferencia
AN - SCOPUS:85187291885
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
Y2 - 4 December 2023 through 6 December 2023
ER -