Creación de un sistema estratégico de servicios innovadores y ventajas competitivas en el Hotel y Spa “Casa Real” de la ciudad de Riobamba, período 2012

Abstract

This research proposes “The Creation of a Strategic System of Innovate Services and Competitive Advantages in “Casa Real” hotel and SPA in Riobamba. 2012 term.” In order to develop and to reinforce their strategies; it allows developing innovative services as well. A brief external analysis was performed about the macro-environment like the demographic, economic, socio-cultural, political-legal and technological environment; in the micro-environment the clients, rival, providers and agents were analyzed. In the internal analysis the marketing area, human talent, and technology were examined. Data collection was obtained through market research by using pilot survey. Questionnaires were conducted to potential customers whose profile of Making Decision Unit is the population economically active both men and women ranging from 18 to 64 years of the urban sector in Riobamba. While the secondary information is obtained from the “Casa Real” Hotel and SPA; additionally, external resources are used like governmental, non-governmental organizations, newspapers, magazines as well. The obtained results from the market research, external and internal analysis, and SWAT analysis of the enterprise we can elaborate a Strategic System of Innovate Services and Competitive Advantages in “Casa Real” hotel and SPA in which is proposed the innovation of their services, the implementation of customer services strategies, sales force, public relations, promotion and publicity in order to improve the service and obtain a better market participation. With the development of innovate services such as Theme nights, Nutritionist, Image Consultant, Pantai-Luar massage, the clients will have more preference to the services in” Casa Real” hotel and SPA, because these activities are not developed and they are always looking for different services which generally are used and at the same time satisfied their necessities. For this reason is recommended the “The Creation of a Strategic System of Innovate Services and Competitive Advantages in “Casa Real” hotel an SPA in the innovation of services and the strategies in order to increase the use of these services.