Plan de marketing para la Operadora Turística Amazon Travel, cantón Francisco de Orellana, provincia de Orellana

Abstract

The current research work proposes to develop the marketing plan for Amazon Travel tour operator in Francisco de Orellana canton, Orellana province with the purpose of positioning the company's offer in the tourism market and thus to provide excellent quality services to the tourists. The interview technique was applied to carry out the integral diagnosis of the internal environment of the company and the contents that had some influence with the company were analyzed to examine the external environment, these aspects were synthesized in the SWOT (Strengths, Weaknesses, Opportunities and Threats) matrix. In addition, a market study was carried out base on tourists’ entrance to the Yasuní National Park, where National and Foreign tourist profile was obtained. The marketing proposal was conducted based on the 4 C's such as the consumer, convenience, channeling and communication. From the results obtained, the following strategies were analyzed and proposed: personnel training, sales discounts in groups, participation in tourism fairs, strategic alliances with other tourism companies, direct marketing with clients, implementation of a website, creation and administration of a fan page and finally the design and elaboration of POP material. Through the implementation of the strategies, it is expected to engage 40% of the unsatisfied demand, representing a growth of the demand for the company of 100%, corresponding to 1700 clients for the first year with an investment of $ 9082.00 dollars and make an estimate to the fifth year projection will be an investment of $ 12811.52. It is concluded that company has the necessary personnel, materials, and equipment to operate that demand efficiently.

KEYWORDS: MARKETING PLAN- TOUR OPERATOR -TOURISM MARKET.