Plan de marketing para el jardín botánico El Moretal, ciudad de El Coca, provincia de Orellana.

Abstract

The present research work was carried out to develop a marketing plan using strategies to attract customers and repower sales at Jardin Botánico El Moretal (JBM), in El Coca city. Its creation was necessary to know the analysis of current situation the target market segment. The methodology applied to obtain optimal results was using instruments such as: interviews directed to travel agencies, find out how they are managed in the tourist field, also the use of observation sheets in the tourist attractions belonging from Francisco de Orellana canton, which offer activities like those offered by this place. It is worth mentioning that review of historical record of the company was carried out to the market study, and later surveys directed towards educational institutions and those people who prefer nature tourism were applied. The execution mentioned processes led to planning of marketing strategies and application like: Product, Price, Place and Promotion (4p), where created products related to the needs of visitors and based on daily budgeting of each one. Finally, marketing plan was developed, defining business philosophy and a guide was prepared for fulfillment of objectives that detail the use of marketing mix tools. It is concluded that, JBM has the necessary characteristics that allow it to be potentiated, it has great acceptance and interest by 98% of study population. It is recommended that the implementation of marketing plan to the improvement and repowering at JBM sales.