Formulación de un plan estratégico de marketing Caso de estudio Turismo en Casas y Fincas S.A.

Abstract

This document presents the strategic formulation of a marketing plan for Turismo en Casas y Fincas S.A., a Company dedicated to the rental of tourist properties in Colombia for 22 years, that proposes a new business alternative called “Business to Business”, in its traditional rental services of countryhouses under the business alternative called Business to Customer; this, in response to a problem due to non-compliance with the sales goals and the low generation of profits of the company per year. This problem was evidenced in the strategic diagnosis both internally and externally, which also made it possible to determine a series of strategies for the tourist marketing plan and thus evaluate its implementation as of 2018