Strategic Marketing for Sales Management in an SME of the Hotel Sector

Torres B.L.S.; Florian Castillo O.R.; Fernandez Gastiaburu E.D.; Mendoza Puelles C.M.; Florian-Sanchez O.D. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.542

Resumen

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.

Instituciones: Universidad Nacional de Trujillo; Universidad Privada del Norte