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dc.contributor.advisorDirector. Espitia Navas, Sebastián
dc.contributor.authorBorda Carrillo, Julián
dc.contributor.authorNiño Ramos, Omar Ancizar
dc.coverage.spatialBucaramangaspa
dc.coverage.temporal2021
dc.date.accessioned2022-03-18T15:56:26Z
dc.date.available2022-03-18T15:56:26Z
dc.date.issued2021
dc.identifier.urihttp://hdl.handle.net/20.500.11912/9944
dc.description100p.: (pdf); il; gráficas; tablas; anexos.spa
dc.description.abstractEl siguiente plan estratégico de marketing se desarrolló para el Hotel Portal de los Andes ubicado en el barrio Corferia_s 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-workin' g. 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 para diagnosticar y realizar la, estrategias para un plan estratégico de marketing. para esto se utilizaron diferentes herramientas de diagnóstico como (Matriz de diagnóstico interno, Externo. Pestel y 5 fuerzas de Porter). Una vez realizado el diagnostico se logró definir los costos asociados a la implementación de campaneas de mercadeo que permitan la reactivación de las ventas, los cuales se trabajarán a través de los objetivos planteados en este proyecto.spa
dc.description.abstractThe 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 client and has complementary services. such as restaurant for breakfasts. parking. events room and offices for co-working, those sen-ices 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 threat 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.spa
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.publisherUniversidad Pontificia Bolivarianaspa
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectMaestría en Administraciónspa
dc.titlePlan Estratégico De Marketing Para La Reactivación De Las Ventas Del Hotel Portal De Los Andes (2022)spa
dc.typeTesis de Maestríaspa
dc.publisher.departmentEscuela de Economía, Administración y Negociosspa
dc.publisher.programMaestría en Administraciónspa
dc.rights.accessRightsopenAccessspa
dc.type.hasVersionpublishedVersionspa
dc.description.sectionalBucaramangaspa
dc.identifier.instnameinstname:Universidad Pontificia Bolivarianaspa
dc.identifier.reponamereponame:Repositorio Institucional de la Universidad Pontificia Bolivarianaspa
dc.identifier.repourlrepourl:https://repository.unab.edu.co/
dc.description.degreenameMagíster en Administraciónspa


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Attribution-NonCommercial-NoDerivatives 4.0 International
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International