How to design a marketing plan
Today the world faces a constantly changing social, low which organizations have to summon innovative strategies to meet this need for change. Since the problems facing companies evolve over time, the answers they offer, are continuously adapted in an attempt to find new solutions.
The marketing plan is one of them because as expressed by infomercial (s / f): “is a tool that provides a basis for other plans of the company, assigns responsibilities, allows periodic check-ups to solve problems anticipation “. Such is the case of Guavas Clienteles Resort.
The purpose of this paper is to design a marketing plan for the Resort Aguas Calientes which requires the application of strategies that promote the influx of tourists to its facilities in terms of increased income.
It begins with a description of the current state of the complex, according to which objectives are established to implement, highlighting opportunities and threats, and market segmentation of the business, strengths and weaknesses of the target, designed strategies, product, distribution and other elements that constitute the marketing plan. Finishing with reference to specific findings obtained under realization.
Current Situation
The Resort Aguas Calientes, located in the state of Carabobo, Venezuela, in the Midwest, with excellent mountain climate, diversity of flora and fauna, good road access, close to densely populated cities such as Valencia and Maracay, and a less populated but high value and historical heritage as Puerto Cabello, twenty minutes by road from the coast of Carabobo (beaches and rivers).
It has a unique thermal water source in the region, a set of pools of mud and water pools of different temperatures, saunas, spa, restaurant, basic services, water, electricity, telephone, internet, first aid, transportation, mini stores , gym, outdoor areas for aerobic exercise, accommodation in four star hotel with 200 comfortable rooms, protocol, conference rooms, bars and restaurants.
The flow of tourists entering the Resort comes from the central region and he is known primarily by reference to other people who have visited it.
Marketing plan objectives
• Increase the promotion of the resort, in order to increase the flow of tourists from the region.
• Increase the number of tourists during the off season in order to reduce seasonality.
Opportunities and threats
Opportunities
• Advocacy for increased tourists.
• Encourage local trade by diversifying the economy and quality of life of the population.
• Care by local people.
• Establish agreements with the regional government to promote tourism in the area.
Threats
• Expropriation by the central government.
• Invasion of the complex areas of third parties.
• Change in national tourism policies that may affect the progress of the complex.
• Potential environmental disturbances such as excessive rainfall that create landslides or mudslides that incomuniquen access roads to the area or affect the facilities of the Complex.
• Implementation of Marketing Plans by competition in the region that may affect the growth of the complex.
Business Market Segmentation
The marketing plan is aimed at the domestic market, we try to serve the Central Region: Carabobo, Aragua state central, east-central Cojedes state, south-east of Falcon state and central-western Yaracuy (Geo) with the current product and the design of new products they might need in this segment. The reasons for selection are due to the complex has natural conditions for success in this segment, it offers a strong expansion in the future and have limited funds.
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