Plan estratégico de marketing para la reactivación de las ventas del hotel portal de los andes (2022)

Abstract

El siguiente plan estratégico de marketing se desarrolló para el Hotel Portal de los Andes ubicado en el banjo Corferias en la ciudad de Bogotá, el cual tiene como objeto social la prestación de servicios de hospedaje a clientes nacionales e internaciones y cuenta con servicios complementarios, como restaurante para los desayunos, parqueadero, salón de eventos y oficinas para co-working. Se elaboró un análisis de la situación actual del hotel, asi como la del entorno en donde se presta el servicio de hospedaje, logrando identificar las debilidades, fortalezas, oportunidades y amenazas las cuales dan todas las herramientas pan diagnosticar y realizar las estrategias para un plan estratégico de marketing, para esto se utilizaron diferentes herramientas de diagnóstico como (Afatriz de diagnóstico interno, Externo, Pestel y 5 fuerzas de Portar). Una vez realizado el diagnostico se logró definir los costos asociados a la implementación de campañas de mercadeo que permitan la reactivación de las ventas, los cuales se trabajarán a través de los objetivos planteados en este proyecto.

The following strategic marketing plan was developed for the Hotel Portal de los Andes located in the Corferias neighborhood in the city of Bogota, Colombia, which has as its corporate purpose the provision of lodging services to national and international clients and has complementary services, such as restaurant for breakfasts, parking, events room and offices for co-working, those services could give us a added and differentiating value compared to other hotels in the city and in the sector. An analysis of the current situation of the hotel was carried out, as well as that of the environment where the lodging service is provided, managing to identify the weaknesses, strengths, opportunities and threats which provide all the tools to diagnose and carry out the strategies for a plan strategic marketing strategy, for this, different diagnostic tools were used such as (Internal diagnostic matrix, External, Pestel and 5 Porter forces). which refers to the central work of the marketing strategy. Finally, we worked on the strategy for its analysis and possible implementation, to solve what was found. Once the diagnosis was made, it was possible to define the costs associated with the implementation of marketing campaigns that allow the reactivation of sales, which will be worked through the objectives set in this project.