Evaluación y propuesta de mejoras al plan de marketing del Hillary Nature Resort & Spa, periodo 2017

Abstract

Abstract:The objective of this project is to evaluate the marketing plan of Hillary Nature Resort & Spa, corresponding to the 2017 period; in order of determining the strengths and the aspects that must be improved, through the evaluation by performance indicators, field analysis and SWOT analysis, captured in a plan of improvements applicable in the short term, by means of the strategy approach For this, an analysis of the current plan will be carried out; then through the market analysis applied to a sample of the general population, knowing the profile of the target client of the resort, as well as the opinion of the public regarding the means and methods of marketing. Subsequently, the prioritization of strategies is considered, it will take the most relevant ones and converting them into projects that can be implemented in the resort, based on traditional and digital marketing and on the organizational culture of the company with the purpose of determining applicable mechanisms for the continuous improvement to the commercial structure of the company; optimizing the offer which will directly affect the demand.