Plan estratégico de marketing para “El Refugio Spa Garden” en el cantón Baños de Agua Santa, provincia de Tungurahua, periodo 2017-2019

Abstract

This research: strategic marketing plan for Refugio Spa Garden, Baños de Agua Santa City, Tungurahua Province, 2017, with the objective of satisfying real needs and carrying out essential operations through strategies, achieving the full recruitment of clients and in turn being leaders at the national level in the field of health and relaxation. For this research, the SWOT analysis was carried out, which allowed to verify the current situation of the company, surveys were conducted that were applied to a percentage of the clients and workers of Refugio Spa Garden, finding the following data: lack of customer service, inaccessible prices, poor publicity, lack of periodic training for staff. Communication campaigns were designed which will enable the company to position itself and with this increase the coverage in the national market, creation of marketing strategies appropriate to the target market in order to communicate the attributes and benefits offered by the service. We recommend the implementation and follow-up of the strategies proposed to obtain greater participation at the national level.