Task 5 Marketing Plan by Angela fuego

MENDOZA HOTEL ANGELA GARRIDO AGUILAR NATALIA MEDINA PEINADO

INDEX A.1 Characterics of Mendoza Hotel………. Pag. 2 A.2 Conceptualitation of the strategic commercial planning of Mendoza Hotel………. Pag.4

B.1 Description of the basic elements that make up the marketing plan for Mendoza Hotel and the SWOT Analysis……….. Pag.8 C.1 Valoration of the importance of the marketing plan for the Mendoza Hotel………. Pag.15 D.1 Marketig plan from another tourist company, Seven Hotel, of similar characteristics to the Mendoza Hotel as a reference for his marketing plan……….. Pag.20 D.2 Comparation of the similarities of the marketing plan of Mendoza Hotel and Seven Hotel…………. Pag.20 E.1 The main environmental factors that have an impact on Mendoza Hotel marketing plan……….. Pag.25 F.1 The competition and the market potential in Mendoza Hotel marketing plan…………. Pag. 27 G.1 The objectives and strategies to achieve these objectives in a clear way in the marketing plan of Mendoza Hotel………………… Pag. 30 G.2 Necesary resources to obtain what is collected in item g.1 for Mendoza Hotel………….. Pag.35 H.1 The action plan with clear strategies and tactics for Mendoza Hotel…………. Pag. 37 I.1 Control and quality mechanisms in Mendoza Hotel marketing plan…………………Pag. 43 J.1 The environmental implications of implementing of Mendoza Hotel marketing plan…………. Pag. 45

a.1 El/la alumno/a ha definido las características que tendrá el hotel que elige para su plan de marketing. You can choose either an existing hotel or a fictional hotel. You must make decisions over its category, number of beds, types of rooms, services, location, target market (clients segments) and intermediaries. Name: Mendoza Hotel Category: 4* ○ Fully equipped rooms overlooking sea or the harbour. ○ The hotel offers several dining options based on Mediterranean cuisine ○

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Mendoza Hotel provides guests with the exclusive service. Wellness Center Cádiz Spa for our guests.

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E– Point with 8 computers (*)

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Medical services a few minutes from the hotel (on request) (*)

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Laundry and ironing service (*)

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Public parking (*)

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Airport shuttle service (*)

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Ideal for weddings and any types of events.

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Wellbeing massages and beauty treatments (*)

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Taxi rank outside the hotel and bus stop in the door.

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Manicure and pedicure (*)

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Sunbeds by the pool

Mini Club, for children from the ages of 5 to 12 (only in high season)

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Towel service with deposit

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Secretary / international translation services (on request) (*)

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Car rental (*)

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Currency exchange (*)

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Babysitter (on request) (*)

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24 hour room service

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Half board includes breakfast and dinner

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Free Wi-Fi throughout the hotel

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Mini Club, for children from the ages of 5 to 12 (only in high season)

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Cabinets with gifts (souvenirs, watches)

Mendoza Hotel C/ Avenida Amilcar Barca S/N 625789159 11012 ( Cádiz) www.mendozahotel.com mendozahotel@gmail.com The Mendoza Hotel is located in the city of Cadiz, along the beachfront of Victoria Beach. In the Avenida Amilcar Barca S/N. The Mendoza Hotel has been open since 2015 and provides rooms, all outward facing with views of La Caleta Beach or the marina. The hotel perfectly combines service for both business and leisure guests. Amongst its magnificent services and facilities, the hotel has 12 meeting and banqueting rooms with a maximum capacity for up to 550 people, as well as an outdoor swimming pool, solarium, activities programme for children (in summer) and different dining spaces. The hotel has 109 rooms of the different types, Mendoza Room, Beachfront Room, Premium Room, Beachfront Premium Room, Family Room, Junior Suite, Deluxe Room, Executive Junior Room, Business Suite, The Hurtado Room (only for adult), Junior Suite Hurtado and Hurtado Presidencial Suite. The rooms are equipped with a welcome gift, bathrobe, slippers, pillow menu, bathroom amenities, kettle and the ironing of one item of clothing every day free of charge. The Level Junior Suite also have a Nespresso coffee maker, bathroom scales, iron and ironing board and Loewe bathroom amenities. The hotel also offers free WiFi and ADSL internet, as well as computer and printer services in the hall (with charge). The segmentation of the hotel are Family Travel, Couple Travel, Senior Travel, Alone Travel, Leisure Travel, Children Travel and Business Travel. Mendoza Hotel offer their services through Viajes el Corte Ingles, Habanna Tour, Halcón Viajes and Viajes Carrefour. You can make a reserve online or with the telephone contact too. In this Hotel you can receive prize for your fidelity, for example if you stay in the hotel 1 week ( seven nights) you´ll receive a ticket for two person about “La Real escuela del arte ecuestre” in Jerez de la Frontera.

www.mendozahotel.com 625789159

a.2 El/la alumno/a ha conceptualizado su planificación comercial estratégica en función de la empresa turística elegida en el punto a.1. You can use pages 35 and 36 of the document “MARKETING PLAN FOR A HOTEL.pdf”.

https://es.slideshare.net/jcfdezmxestra/entendiendo-la-planeacin-estratgica https://www.ddw.com.ar/guias/119-otros/413-la-planificacion-comercial Now, we going to analyse the 4s(p) of the Mendoza Hotel.

-The products in the Mendoza Hotel are: The hotel has 109 rooms of the different types, Mendoza Room, Beachfront Room, Premium Room, Beachfront Premium Room, Family Room, Junior Suite, Deluxe Room, Executive Junior Room, Business Suite, The Hurtado Room (only for adult), Junior Suite Hurtado and Hurtado Presidencial Suite. The Mendoza Hotel offer services like: -Restaurant -Swimming Pool -Wellness Center Cádiz Spa for our guests -Mini Club, for children from the ages of 5 to 12 (only in high season) -E– Point with 8 computers -Public parking -Wellbeing massages and beauty treatments -Manicure and pedicure -Car rental

➔ The hotel has 12 meeting and banqueting rooms with a maximum capacity for up to 550 people, as well as an outdoor swimming pool, solarium, activities programme for children (in summer) and different dining spaces.

-The prices ➔ The prices in the Mendoza Hotel, there are 109 rooms of different types: Mendoza Room (double) : 154€ Beachfront Room: 165€ Premium Room: 170 € Beachfront Premium Room: 175€ Family Room: 172€ Junior Suite: 175 € Deluxe Room: 179 € Executive Junior Room: 182 € Business Suite: 190 € The Hurtado Room (only for adult): 190 € Junior Suite Hurtado and Hurtado Presidencial Suite: 195€ ➔ The price for complementary services are: -Swimming Pool: FREE (for our guest) For the other people 3€ the day. -Restaurant: Different Menus prices. (Special prices for our guest) -Wellness Center Cádiz Spa for our guests: FREE (for our guest) For the other people are 25€ -Mini Club, for children from the ages of 5 to 12 (only in high season): FREE (for our guest) For the other people 8€ per day. -E– Point with 8 computers: 1 hour with one compute is 2€. -Public parking: FREE (for our guest) For the other people 3€per hour. -Wellbeing massages and beauty treatments: Different treatments prices, aprox 15€ the season. (Special prices for our guest). -Manicure and pedicure: Different treatments prices, aprox 20€ the treatment. (Special prices for our guest). -Car rental: Different prices, normally 35€ the day. (Special prices for our guest)

➔ The price for the meeting and banqueting rooms with a maximum capacity for up to 550 people are 300€

DISTRIBUTION OF MENDOZA HOTEL: Mendoza Hotel offer their services through Viajes el Corte Ingles, Habanna Tour, Halcón Viajes and Viajes Carrefour. Every of this companies make reserves in Mendoza Hotel and it take customers. This travel agencies offer their services through physical agencies or online agencies. The reserve in the reception of the Mendoza Hotel is possible too. The hotel has a contact number for to the reserves by phone. The hotel has social networks with publicity and show the dates of the hotel for contact with them. There is a official website of the Mendoza Hotel where you can make a reserve ( www.mendozahotel.com)

PROMOTION OF THE MENDOZA HOTEL: Mendoza Hotel bit for the new technologies and valorae the importance of them. A wave of new technologies exists today to aid marketers in reaching and researching existing and prospective customers. Even tools thought of as "new" a decade ago, such as internet, advertising, e-mails, and text messaging, are now seen as the norm or even antiquated. Newer technologies, including GPS, DVR's, social media and smart phone applications, are becoming increasingly important. Two major tools being used today are customer relationship management systems (CRMs) and social media marketing. CRM Mendoza Hotel use the customer relationship management systems use technology to organize, synchronize, and automate business practices. CRM systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team. A key marketing capability is the ability to track and measure multichannel campaigns, including email, search, social media, telephone, and direct mail. Metrics monitored include clicks, responses, leads, deals, and revenue. In a web-focused marketing CRM solution, organizations create and track specific web activities that help develop the client relationship. These activities may include such activities as free downloads, online video

content, and online web presentations. A certain amount of marketing information is being gathered all the time by companies as they engage in their daily operations. When a sale is made and recorded, this is marketing information that's being gathered. When a sales representative records the shipping preferences of a customer in a firm's CRM system, this is also marketing information that's being collected. When a firm gets a customer complaint and records it, this too is information that should be put to use. All this data can be used to generate consumer insight. However, truly understanding customers involves not just collecting quantitative data (numbers) related to them but qualitative data, such as comments about what they think. Social Media Marketing Mendoza Hotel use the social media marketing this is the process of gaining website traffic or attention through social media sites. Social media marketing involves using peer recommendations, building brand personality, and addressing the market as a heterogeneous group of individuals. It also uniquely encourages customers to create their own content and buzz around a product. In other words, programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. This is beneficious for the Mendoza Hotel hence, this form of marketing is driven by word-of-mouth; this means it generates results in earned media rather than paid media. SOCIAL NETWORKS The Mendoza Hotel has:

QR CODE: Facebook: Mendoza Hotel Cadiz Instagram: @MendozaHotelCz Twitter: @MendozaHotelCz +Gmail: mendozahotel@gmail.com Official Website: www.mendozahotel.com

b.1 El/la alumno/a ha descrito los elementos básicos que conforman el plan de marketing para la empresa elegida en el punto a.1. Se deberá incluir un ANÁLISIS DAFO del hotel. You can use the materials: -”Marketing Plan. Ten components you should include in your marketing plan. Pdf”. -”SWOT Analysis_Marketing Donut.pdf”. 1.Mendoza Hotel offers generic hosting service, since it is a company that, leaving aside their specialization in the realization of wedding and wedding banquets personalized all of them are to go individually, as a couple, as a family (With children) or in groups (special prices are made for groups of more than 10 people. These groups of clients are divided into young people, adults, seniors and boyfriends, who, for the establishment, will form two types of particular clients: - Young people, adults and adults; Who want to enjoy the gastronomy of the area and the next culture, in an environment of tranquility and quality in a unique space. - Boyfriends; They want to celebrate the banquet with the services of our company, offering them also the bridal suite so that the experts spend the wedding night in the establishment. I also offer you, if you wish, medieval weddings custom. 2.- Beneficios pursued. The benefit sought by our customers will be found with a different and distinguished atmosphere, with good value for money where you can enjoy quality accommodation and taste the gastronomy, as well as holding special events. -Consumer behavior. The target audience are people, adults, who are interested in booking a series of services, either packages or services independent or individual. -Characteristics of the consumer. The clients of the company are defined as having a medium or medium-high economic provision, natural persons or companies, which wish to celebrate business events in a different and distinguished environment. Mendoza Hotel is offered to all types of customers, since it is a company that, apart from specializing in the realization of personalized wedding banquets and weddings, offers generic hosting service. All of them will be able to go individually, in couple, in family (with children) or in groups (special prices will be realized for group of more than 10 people). These client groups are divided into young, adult, senior, grooms and businesses, which, for the establishment, will form three types of customers.

Advantages of Market Niches in times of crisis

Fierce competition is strengthened the more general our project, that is, the market for services and offers standard and broad objective is saturated and in that segment is only possible to compete a force to invest large disbursements in marketing in general, and advertising is special. Therefore, the essential idea for Internet entrepreneurs who do not have large sums of capital is to create totally innovative products or services, and better still, to enter into microsegmentos of the market in which there were no competitors, Stage of maturity. 3. In addition to accommodation, the company will have a restaurant and the possibility of holding events as well as the atmosphere of services "which is a sensitive incentive for customers, which is explained in the following sections. The treatment that the client receives from the staff from the moment when you enter the premises. The company staff will use uniform to convey confidence and familiarity. A manual will also be created the course will include the guidelines to be followed by the staff at the time of attending to customers, as well as appearance, treatment and attitude in order to create the "atmosphere of services" mentioned above, the decoration interior will be based on horizontal lines and curves giving a feeling of relaxation and harmony It offers very wellmaintained facilities with blue-tiled decor, white and gold providing an atmosphere of tranquility, cleanliness, sophistication and elegance. The aesthetics and atmosphere of the business will be taken care of for a better disconnection of the daily by the customer All people are fully equipped. To the rooms will be entered, for the convenience of the clients, by key electronics technological improvements for customers and for the company. Mendoza Hotel, apart from the main services offered, such as accommodation and restoration, also offers complementary services, such as holding weddings and banquets on premises, the spa for hotel guests and various activities that may be eligible to practice and do. 4.In Mendoza Hotel, all the establishments analyzed have a tradition in the celebrating wedding banquets that may hinder the proliferation of our company The first two are located in historic buildings, so that the competition of the brand is even greater. The year 2012 has had a bipolar behavior at the tourist level, since the foreign demand of tourism services closed with positive figures, but the domestic demand for residents have registered a negative trend. Expenditure has increased more than the influx of tourists. Average expenses have increased. However, the average stay has fallen by 3%, 8.9 nights. 80% of tourists repeat the experience of traveling to Spain, and 39% have come 10 times or more. Overall satisfaction is 8.5. 5. Key market to sell would be first to see the profile of international tourist who comes to Spain on vacation, who are people average salaried employees, aged 25 to 44, with higher education and performing travel in couple. The information that the client has about the sector. With the advent of the Internet, the customer has easier access to tourist information, both from the establishments such as the destinations and the cultural offer of these, which your bargaining power increases. Regarding the contribution of the product is made up of tangible and intangible elements, which gives rise to the four dimensions of the product.

-Basic benefit. It is the basic service sought by the consumer. In the case of Mendoza Hotel, accommodation. -Generic product. Facilities that allow the provision of the service basic, as are the rooms, the cleaning service, etc. -Product expected. Facilities that do not differentiate our company from competitors, but their absence would generate dissatisfaction. This dimension is constituted by the equipment and the amenities of the rooms. -Product increased. Differentiating attributes of competition, such as Wifi and holding medieval banquets and weddings. -Product potential. Attributes that the company will have to incorporate in a future to adapt to new trends and changes in the market, as can be the use of new renewable energies. To gain a competitive advantage for the distinction of the hotel with its competitors, it is necessary to have a good knowledge of the competence and offer a service with greater added value, adapting to then eeds of each segment the company is in the consumer's mind as a with charm, which keeps a good value for money, being a key element the differentiation of product and service and the sea perceived as unique by the suppliers and customers. 6.The strategy that Mendoza Hotel is going to carry a corporal, during the beginning of its activity, it will be a mixture between differentiation and segmentation. -Strategy of differentiation. It consists of endowing the product or service different distinctive qualities that make it possible to differentiate it. The advantages competitive Mendoza Hotel to carry out this strategy are: -Location of structure: location on a beach it provides an attractive competitive advantage for our customers. - Characteristics of the service: innovation and quality. -Image attractive and cared for: through its website and strategies of communication (fam trips, fairs, etc.). -Personal of the company: to be a small company, the way in which it is treated customers are very special and personalized. 7. Mendoza Hotel achieved the recognition of the unique brand strategy, that is, that it will market under a same name all services provided by the company. The strategies established to determine the price of your product that has used the Hotel are: -Product strategy based on product life cycle. Although, being a new product, we could

follow the skimming (first high prices, to then lower them to be more competitive), the company believes more appropriate to enter the market with prices that denote prestige and quality, being somewhat higher than average, staying in time. -Dynamic pricing strategy. Prices vary depending on the channel, customer, product and time duration. This strategy is very useful in the periods of seasonality, adjusting prices according to the costs.The price will also vary depending on the service or services contracted. -Differential pricing strategy. To break with seasonality, will set prices based on the time of year or days of the week. -Advance sale strategy. There is a discount of 10% for reservations made at least 30 days in advance. -Strategy of psychological prices. It is the subjective price level in relation to the which the consumer evaluates the observed prices of the products or services. -Peer price strategy. Their last digit is 0 or 5 and they transmit an image of quality and prestige. -Strategy of negotiated prices. It consists of setting special prices agreed for groups or companies. -Strategy pricing package. Special stays will be offered including sale of various services. For example: living room + dining room. 8.The objectives or goals of Mendoza Hotel at the beginning of its activity would be the following: -Positioning in the market as a quality accommodation. -To gain local and regional notoriety, then move on to the national and international levels over time. -Provide effective publicity and promotion campaigns, differentiating them from the which makes the competition.

-Achieve a high level of customer satisfaction (8 out of 10 in each aspect to be assessed, both the service rendered and the way of rendering it). - Customer loyalty. -Foster internal marketing. -Achieve employee satisfaction at 8 out of 10 on the scale of value, based on continuous training and a linkage and identification of the same with the company, its philosophy and

needs, establishing incentives for the motivation of the staff. -Recovery of the capital initially contributed in 5 or 7 years.

Analysis DAFO of Mendoza Hotel OPPORTUNITIES ❖ The Carnival of Cadiz is a big opportunity for the Mendoza Hotel, because it´s located next to the “Casco Viejo de Cadiz”. On the months Jenuary, Febrary and Mars the Hotel offer special rates for this event.

❖ There are a lot of restaurant and pubs next to the Hotel. ❖ When is celebrated the Regatte in Cadiz the main attractions are located to 200 metres away the Hotel.

❖ In the Mendoza Hotel´s door there is a bus stop, and there is other bus stop to 100 metres away.

❖ “El Corte Ingles” and the new Bridge “La Pepa” is conected with Avenida Bahia, so with the Hotel Mendoza too.

❖ Mendoza Hotel is located frontbeach of the relax Victoria Beach.

WEAKNESSES ❖ Like other departments, the Room Service is usually attacked by customers dissatisfied with the service.

❖ In previous periods, there was only a repetition rate of 3.1%. ❖ Satisfaction surveys systematically applied to clients yield results below 5 points (base 10 points).

❖ The lack of publicity makes that in many occasions the customers do not even know the existence of the service and therefore do not request it.

❖ The average daily expenditure per tourist has been decreasing in the last 3 years.

❖ Despite efforts and resources are being made, the occupational index in the last two years is very low, of approx. 49%.

❖ The shortage of personnel, sometimes leads to short stays to provide due care to the client.

❖ This department has the weakness of not being located in a good space that allows you to move quickly to the hotel rooms

❖ Some of the clients do not speak Spanish, or English and can not communicate their needs to it.

THREATS ❖

Operates in an environment where there is great competition for positioning in this specific region.

❖ Aviation services are not diversified enough to ensure the influx of tourism from all latitudes, the airport more near to the Hotel is "Jerez de la Frontera Airport" and there aren´t international flights.

❖ It has been proven that there are serious difficulties with the work of tour operators, which do not divulge and efficiently capture future clients.

❖ The exterior competitors and the numerous comparisons made by the clients to the service of the hotel

❖ The opportunities offered by computerization and communication techniques for the quality of management are not exploited.

❖ The climate, in Cadiz there are a lot of eastern and this could be a reason for the people for no travel.

STRENGTHS ❖ It has as specific activities the cleaning and presentation of the rooms, public areas and service areas of the hotel. ❖ It carries a cable control of the clothes of the rooms, the manicure, the uniforms and the necessary supplies for their operation. ❖ It serves the service and the hospitality to all the clients alike, keeping clean the rooms of the conscience and other areas, and looking at the moment the best way to attend the needs of the guests during their stay in the hotel. ❖ It allows the client to choose his order from his lodging room, which makes his stay more comfortable. ❖ It offers a great variety of dishes, snacks, snacks, lunchs, gourmet meals, wines and so on. ❖ Its service for the pets.

â?&#x2013; It allows both the client and the company to offer a better service, offering comfort and personalized attention. â?&#x2013; It saves the client having to go to the restaurant to buy their food, drinks and other products to consume. â?&#x2013; Its exclusive Surf and Snorkel Class.

http://www.emprendedores.es/gestion/como-hacer-un-dafo/como-hacer-un-dafo2 https://www.emailmanager.com/es/blog/13/1514/componentes-esenciales-en-un-plan-demarketing.html http://www.puromarketing.com/13/18679/elementos-esenciales-imprescindibles-planmarketing.html

c.1 El/la alumno/a ha valorado la importancia del plan de marketing para la empresa elegida en el punto a.1. You can use the document: “Eight reasons why every tourism business needs a marketing strategy. Pdf”. Introduction ❏ The key to a successful business lies in a well-agreed and developed marketing plan. Many business opportunities fail to succeed when there is no balanced relationship between the idea of product or service with the objectives and resources available.

itself does not have the same needs in its creations.

❏ Depending on the strategic objectives of each moment, the Marketing plan is changing in a process of continuous adaptation. ❏ The plan should collect the most significant historical information of the company's products, the market in which they are encompassed, the competition and the customer to whom it is addressed. We have to make it clear that we are and how we have arrived at the current situation.

❏ However, a detailed business analysis and a good Marketing strategy allow you to sell products and services and effectively reach current and potential customers successfully.

❏ Having a good marketing plan minimizes the risk of frustration and resource depletion. It is of great help to managers and anyone who is in charge of managing a company or organization.

❏ Any company, organization or business regardless of size, small, medium or large, needs a marketing plan or marketing plan and in this article we will see why it is important.

❏ It is very important to keep in mind that a Marketing plan is a changing process. On the one hand, there is more and more means to launch our strategies in order to reach our audience - from the classic announcement in a publication to Online Marketing. On the other hand, the business

❏ The market (marketing) is one of the most changing professions and obliges that the tasks that are planned in an organization with a continuous adaptation to the environment and have as fundamental background to bring the boundaries between the companies, their clients and

competitors; The development of this is based on the analysis of consumers, competitors and other forces in the environment that combine with other variables to achieve results.

and demand and resources available in the company. It allows the possible changes and planning the necessary detours to overcome them, allowing to find the ways that reach the desired objectives allowing to see clearly what is planned and what is really happening in the environment.

❏ The marketing plan is, a document prior to an investment, product launch or start of a business, where is the expected flash, what will cost, time and resources a use for its achievement in addition to a detailed analysis Of all the steps that have to be taken to reach the proposed fines and may include prices, technical, legal and social project.

❏ Just as every project is limited in time, it has well delimited the responsibilities of its members and participants. ❏ It allows analyzing future problems and possibilities: problems that have not been thought of in the beginning, which seek solutions prior to the emergence of problems and allow to detect favorable opportunities that escaped in a previous analysis.

❏ In conclusion, a marketing plan allows: Know the market, competitors, current legislation, economic conditions, technological situation

1 First we have to identify the customer, which would be the ideal for Mendoza Hotel. Your ideal client will dictate all your marketing activities, so it is very important to identify this person before deciding what tactics to employ. Without knowing your ideal client, you could be dedicating time and money directed to those who are not necessarily interested in your product / service, or it may be the guidance of those who do not really want to work. If you are not specific with your messages, then you are not optimizing your chances of making as many sales as possible! Basic questions Name: Carlos Medina Garrido Age: 32 Marital status Married. Offspring: 2 children. Location: Madrid. Education level: University. Qualification: Degree in Business Administration and Management. Estimated annual revenue: â&#x201A;Ź 50,000.

1.Personal questions 1. What hobbies does our ideal client have? Football, surfing, fishing, yachts … 2. What are your interests? Politics, business management, routes, economy, classical music… 3. What conflicts or problems are you in your day to day life? Too much stress at work, you can not spend time with your family, you waste too much time getting to work because of traffic, you do not have time to feed yourself healthily, you can not take care of your pet Kenya your bitch, you can not do all the sport you would like… 4. What are your personal achievements? He wants to be a good father, caretaker of his pet and husband. 5. What are your job objectives? You want to become the CEO of your company. 6. What is the most important problem you have? He can not spend enough time with his family and is losing his children's childhood. 7. What can happen to you if you do not solve this problem? Distancing the family and in the worst case a divorce. 8. What is your greatest fear? Finish alone. 9. What do you want to change about your life? He wants to stop being obsessed with his professional career. 10. Why do not you change it? Because you may not achieve your professional goals and, therefore, not meet the economic needs of your family. 11. What would be the solution to this problem? Striking a balance between professional and personal life in which he did not spend so much time on his stressful job, could spend time with his family and enjoy their leisure time with them. 12. How much would you be willing to pay to solve that problem? His salary is high, so he would be willing to pay between 300 and 500 euros a month for solving the problem. Once we have finished writing the story, we can get an accurate idea of what are the main challenges and problems of our ideal client. In this way, we can develop strategies that allow us to attract you to our spa offering products and services tailored to your needs.

These strategies may consist of:

Offer specific treatments with massages, care and leisure in the spa to help you withstand the stress of everyday life. Propose activities you can do with family, as they are in Mendoza Hotel, whether surfing, diving, fishing ... You can also leave your dog in the hands of the care they can offer you, or your children with the nanny who also counts the Hotel and go with your wife to the Spa or any service you want. Offer a monthly family allowance so you have an excuse to meet with the whole family, at this site either doing activities, or using to spend some weekend with them sleeping. The possibilities are almost endless, but the point is that by doing this exercise you already know who you are addressing, what your interests are and your needs. Remember that if you do not know who you serve it is impossible to serve you well, so the first step to develop a strategy for success for your Spa Hotel is that you know your ideal client and the second is that you solve, at least, Some of their problems.

2. The objectives of Mendoza Hotel at the beginning of its activity by the following: - Positioning in the market as a quality accommodation. - Obtain local and regional visibility, then move on to the national and international levels over time. - Carry out effective publicity and promotion campaigns, differentiating them from what does the competition. - Achieve a high level of customer satisfaction (8 out of 10 in each aspect to evaluate, both the service rendered and the way of rendering it). - Customer loyalty. - Encourage internal marketing. - Achieve employee satisfaction at 8 out of 10 on the scale of value, based on continuous training and a linkage and identification of the same with the company, its philosophy and needs, establishing incentives for the motivation of the staff. - Recover the capital initially contributed in 5 or 7 years

3. The advantages competitive of Mendoza Hotel to carry out this strategy to be unique and different with its competitors are:

- Location of the structure: location in a cadiz beach it provides an attractive competitive advantage for our customers. - Service characteristics: innovation and quality. - Attractive and careful image: through its website and strategies of communication (fam trips, fairs, etc.) - Personnel of the company: being a small company, the way in which it is treated customers are very special and personalized. Mendoza Hotel will base its business model on a strategy of concentration since offers different products to different segments of the market. Search for customers have experiences that go beyond the simple consumption of services that are offered, obtaining emotional experiences that translate into a later loyalty.

4. To measure your return on investment:

d.1 El/la alumno/a ha elegido un plan de marketing de otra empresa turĂstica de similares caracterĂsticas a la elegida en el punto a.1 como referencia para su plan de marketing. Se sugieren los siguientes enlaces para obtener informaciĂłn de casos reales: http://www.hotelmarketingstrategies.com/tag/case-study/ Pick out one real case of your choice.

The marketing plan chosen by Hotel Seven with characteristics similar to Mendoza Hotel is attached in the link below: http://www.hotelmarketingstrategies.com/soler-opening-a-hotel-7039/

d.2 El/la alumno/a ha comparado las similitudes del plan de marketing para su empresa y el plan de marketing elegido en el punto d.1. Compare it to your marketing plan. To begin a comparison between the marketing plan of our Mendoza Hotel and the Hotel Marketing Plan seven of them will first examine the two plans. We can see what the brand really has:

HOTEL SEVEN THE BRAND IS SIMILAR: The Seven Hotel Clarifies what you are trying to achieve with your marketing prior to opening. Define the positioning of your brand to be fundamental during the early stages of planning. The positioning of your brand affects the messaging and tactics that are used in each step.

MENDOZA HOTEL While Mendoza Hotel follows the strategy of the unique brand, that is, that it markets under a same name all services provided by the company. It has been chosen as image...

Design plays a huge role for many hotels, the link between design and revenue is closer than it seems. The reality is that if you have a unique product, the chances of people talking about your brand increase dramatically. Great design always generates more buzz. Martin believes that at least 40% of the hotel's marketing value comes from its design. Because of this, he asks who will be the designer before taking any hotel opening project.

For the elaboration of the brand it is necessary to know what it is wanted to transmit, how and values will identify the company, so you have to choose the name and symbols in a precise way, taking into account that it will represent the company along Of its life, reason why its attraction must endure in the time. The naming or name is, Perhaps, the most important, because that is why the company will be recognized and differentiated. It should be brief, simple, easy to pronounce and with good sound, Bringing association and evocation.

START EARLY:

Martin try to build preopening buzz online for less than 6 months before opening. With Hotel Seven, this is the way to use Facebook as an exclusive content distribution channel. The community building approach you use returns to the goals of brand positioning, but getting an early start is beneficial, regardless of the platform.

Mendoza Hotel tries to build the pre-opening online at least 7 months before the opening, due to the beginning of the crisis that was at that time. With Mendoza Hotel, this took the form of using Twitter and FourSquare. They will provide information about the company, its creation, the services it offers, etc. They will also be made, through these Social networking, some sort of one-night hotel draw, a tasting at the restaurant or the weekend package. To participate in them, customers would only have to follow us, retuite us or check in depending on the network in which the draw is made. They will be done in all of them in a balanced way.

WEBSITES

Martin believes in the extensive use of photos and rich visuals. At the same time, the website must be

To reach a wider audience will be created accounts in different social networks, like Facebook, Twitter and

fast and accessible on a wide range of devices. The hotel site needs to be “social” – integrated with as many other relevant external networks as possible. And above all, it must sell.

FourSquare. They will provide information on the Company, its creation, the services it offers, etc. They will also be made, through these social networks, some sort of one-night hotel draw, a tasting in the restaurant or weekend package. To participate in them, customers they would only have to follow us, retweet us or check in depending on the network in which the draw is made. They will be performed in all of them in a balanced way

HOTEL LOCATION FOR CUSTOMERS:

The hotel SEVEN is perfectly located in the 5th arrondissement of the capital, next to the Latin Quarter and just a few steps from the famous Mouffetard Street, one of the oldest streets in Paris, known for its shops and its many lively restaurants.

The Mendoza Hotel is located in the city of Cadiz, along the beachfront of Victoria beach, which is a quiet beach where you can enjoy it and the surroundings, be it restaurants, bars, shops ..

OPPORTUNITIES FOR THE HOTEL:

Districts 5, 6 and 7 are known as birthplaces of cultural trends and movements, and the Hotel SEVEN has a great opportunity in the neighborhood that has a large number of places where historical events took place and highlights its monuments and works Sculptural and Architectural works of great interest.

The Carnival of Cadiz is a big opportunity for the Mendoza Hotel, because it´s located next to the “Casco Viejo de Cadiz”. On the months Jenuary, Febrary and Mars the Hotel offer special rates for this event.

CLOSEST TRANSPORTATION METHODS:

Also near the SEVEN Hotel we find two subway lines and two RER trains that have stations throughout the V District. Although some include the stations SaintMichel of line 4 and Gare d'Austerlitz of line 5.

In the Mendoza Hotel´s door there is a bus stop, and there is other bus stop to 100 metres away.

PRODUCT:

The Hotel SEVEN also has several types of rooms and suits: Classic Designer, Superior Designer, Deluxe Sublime Design Suite, Secret Agent Suite, Lovez-vous Suite, Cabaret Suite, Charlotte Suite, Nuit Chic Suite Eden Suite

THE CLIMATE IN THE ZONE:

The climate, in Paris can be detrimental to the attraction of the guests in this Hotel because in winter and autumn they have a cold and rainy weather and in the spring and summer weather they are not very warm and have low temperatures.

The hotel has 109 rooms of the different types,not only a type: Mendoza Room, Beachfront Room, Premium Room, Beachfront Premium Room, Family Room, Junior Suite, Deluxe Room, Executive Junior Room, Business Suite, The Hurtado Room (only for adult), Junior Suite Hurtado and Hurtado Presidencial Suite. The climate, in Cadiz there are a lot of eastern and this could be a reason for the people for no travel.

PRICE:

A double room at Hotel SEVEN can cost an average of 162 €

A double room in the Mendoza Hotel can cost an average of 154 €

http://sevenhotelparis.com/es/hotel.html#

e .1 El/la alumno/a ha identificado los principales factores del entorno con incidencia en su plan de marketing. You can use the materials: -”The six (6) environmental external forces that can influence your marketing plan.pdf”. -”What are environmental factors that affect marketing decisions........... pdf” http://www.mailxmail.com/curso-introduccion-marketing/factores-que-influyenmarketing http://www.ine.es/jaxiT3/Tabla.htm?t=3199 http://pyme.lavoztx.com/variables-incontrolables-que-afectan-la-industria-hotelera12111.html

➔ Competition: Cádiz is a city with some hotels with similar characteristics. We can´t influence on them but we control and supervise their movements. Mendoza Hotel creates their strengths considering the weaknesses of the competition. The main competition of the Mendoza Hotel is Hotel Playa Victoria Palafox, because it has a good location too. The Hotel Playa Victoria Palafox is older than the Mendoza Hotel, in addition this hotel belong to Palafox Hotels located in Cadiz and Zaragoza. ➔ Governmental policies: Changes in the law also affect businesses within the hotel industry and can not be controlled. The atmosphere that regulates the hotel industry can change from time to time and can have an effect on the way hotels, airlines and restaurants run their business. Really the Mendoza Hotel does not be harmed for any reason because is a Hotel relatively new, only it has two years and middle. Maybe to the Mendoza Hotel it could be affect a change in the tax laws that increase the price of fuels, this have affected tourism and also the costs of the hotel industry. ➔ Natural forces: The location of the Mendoza Hotel is privilegiate for their beauty and their wonderful beaches but this is a problem too, because it is in a zone with a lot of easts. The Victoria Beach is a beach with fine sand and when the wind move the sand is annoying and painful. The hotel can´t control it, this is a threat, but the hotel use their strengths. For example the Surf Class when the day sunbathe is impossible. ➔ Cultural factors: The people in Cadiz is grateful and when they receive a good treatments they say to a lot of people. The majority of the Cadiz people love the Carnival, and the Mendoza Hotel offer special rates, information and bus stop in the door. For some of this reason the people choose Mendoza Hotel. Some people think that the hotels in the beachfront are harmful for the environment, or the building destroying the sights. So this people don´t came to Mendoza Hotel for this located. Therefore the location could be good or bad.

➔ Economic factors: The Hotel Mendoza opened its doors in January 2015. This was a risky plan for an economic crisis and the decline of tourists in previous years, but Hotel Mendoza bet and won. The crisis at first was a major factor as there were few tourists and the tourists who had the Hotel had a low average stay.

➔ Demographic factors: The city of Cadiz has a lot of students the reason is the university, but the population of Cadiz registered in the city council has a high average age. This is good for the Mendoza Hotel as they are the segmentation that you have more income to stay in a hotel. A lot of old people came to the hotel only for use the Spa.

➔ Technological changes: When the Mendoza Hotel opened its doors there were a model and current technology. This facilitated la promocion and distribution the Hotel, Mendoza Hotel offers their services through Viajes el Corte Ingles online , Habanna Tour online , Halcón Viajes online and Viajes Carrefour online. You can make a reserve online by the new technologies. The social networks are the best friend of the Mendoza Hotel, the social networks help to Mendoza Hotel to send the product.

f.1 El/la alumno/a ha analizado la competencia y el potencial de mercado en su plan de marketing.

➔ Brand competition: each brand alternative within the competition form, competition as understood from generic way. ➔ Competence of form: a form concrete to satisfy the need our case, the accommodation, would be hotels a national level).

➔ Generic competence: set of forms available to satisfy a need (hotels, motels, pensions ...) ➔ Desire competence: each of the alternative desires among those who decide consumer (go on a trip, buy one television, etc.

Potential competitors

Suppliers

Sector competitors

Subtitutes

Buyers

❏ In recent years Mendoza Hotel has attractively increased its tourist attractiveness, supported by the important promotion efforts carried out by public institutions. Likewise, its collaboration with the Junta de Andalucía in the dissemination of its shared tourist values is providing important benefits. ❏ Mendoza Hotel "has experienced a tourist explosion in recent years". Tourist arrivals have doubled since 2009, which has resulted in an accumulated increase of 4.9% and 6% in RevPar during that period; While the data for 2015 show that average prices, up 9.4% on those of the previous year, are now driving the growth of RevPar, pointing to a more mature market. This is helped by the fact that the hotel plant has improved significantly in recent years, currently accounting for 70% of the 4 and 5 star places. However, until last May there has been a slight decrease in the number of tourists staying in hotels, as a consequence of the competition of accommodation offer such as Airbnb, which is proving to be a very popular option for visitors to the city of Cadiz ❏ In this competition analysis, we are only going to analyze brand which is the most directly affecting the operation of the commercial activity of Mendoza Hotel. All the establishments analyzed have a tradition in the celebration of wedding banquets which may hinder the proliferation of our company. The first two are located in historic buildings, so that brand competition would be even greater. ❏ They also have the establishments of the majority in a zone without very small sea of spa but for this it must living up to your grade and offer their guests in the different areas, both in the 109 rooms, restaurants, swimming pools and Spa, the highest levels of comfort and wellbeing, still having one of the best qualified and certified Spa in the area of this beautiful beach of Cadiz.

Now we are going to show in a better way and summarized in a table, the market competition in a marketing plan:

Hotel Playa Victoria

Hotel Spa Cadiz playa

Hotel Regio Cadiz

El Amador casa palacio

LOCATION

0,9 km to the Playa Victoria (Cadiz) 87€ 5km to the center 65km to the airport Proximity to the capital

1,6 km to the Playa Victoria (Cadiz) 85€ 25km to the center 81km to the airport Historic establishme nt

4,6 km to the Playa Victoria (Cadiz)

PRICE ACCESSIBILITY

0,9 km to the Playa Victoria (Cadiz) 79€ 12km to the center 58km to the airport Proximity to the capital and great capacity

DIFFERENTIAL ELEMENT

SERVICES

Nearby Spa and Gym

Sauna, pool, Celebrations gym, Spa set, bar and and WiFi bus

108€ 50km to the center 92km to the airport

Is located in the historic center of Cadiz and offers elegant studios and apartments set in a colorful 18th-century building.

Surrounded by tapas bars, cafes and shops

The proper combination of the resources and capabilities of your potential Mendoza Hotel will offer a competitive advantage in relation to the quality of services and innovation in all its processes. Mendoza Hotel, being a company of will have limited financial capacity, will hire staff skills and willingness to learn to work, without taking into account the experience in the sector, although it is true that it depends on the position of work. Each organization has some activity in which it excels or has potential for standing out. In the case of Mendoza Hotel, being a newly built company, it will defining little by little and with the passage of time said activity in which to excel to differentiate from the rest; So you can not yet speak of precise capabilities for the company.

g.1 El/la alumno/a ha definido objetivos y estrategias para conseguir dichos objetivos de una manera clara en su plan de marketing.

OBJECTIVES - To improve 14% the quality of customer service in Mendoza Hotel -

-Achieve employee satisfaction at 8 out of 10 on the scale of value, based on continuous training and a linkage and identification of the same with the company, its philosophy and needs, establishing incentives for the motivation of the staff.

STRATEGIES -Take criticism as an opportunity Look at all the complaints about the hotel service as an opportunity to improve them. You should always aim, answer and resolve any complaint in the fastest and most efficient way possible. -Generates a good working environment Establish an appropriate work environment, pay your employees competitive salaries, and recognize your accomplishments and contributions. -Promotes Teamwork Make sure that your staff feels integrated into the work team and that you see how your effort is important to meet business objectives. -Capacitarlos them professionally The people in charge of meeting the needs of the hotel guests must have the appropriate professional knowledge to provide a quality service. -Provide the necessary tools As far as possible, the staff should not lack the necessary tools to efficiently develop their function, nor the latest technological advances that facilitate the personal attention of the guests. -There are regular meetings Having weekly meetings with staff, where you talk about the quality of the service being provided, will help you get valuable data and reorient what is failing.

-Achieve high customer satisfaction (8 out of 10 in each aspect to evaluate, both the

-Really there is no reason to use paper cards for comments at a time when mobile

service rendered and the way of rendering it), in one year.

technology provides the ability to give and get opinions also request service. These are a few of the mobile technology strategies you can perform, just now in your hotel business. - Point of comments and service about your experience. You can place QR codes in various service and experience points like the bathroom, next to the bed, in the Spa, in the pool area. The QR code takes guests to a survey where they can provide feedback on their experience at that service point. If you use QuestionPro's online survey tools, you can set a completion option that sends a notification each time you respond to a question in a negative way and the power to provide immediate service to that client. -Lavers from the hotel room. There are already technologies that allow customers to safely use their mobile device as a room key by sending a unique encrypted signal for each user to the guest's mobile phone. -With virtual concierges available wherever you are on the property, there is no need to go down the stairs to the lobby for a concierge to make your dinner reservations, report on the museums in the area and help you plan a romantic evening For his date -Room Service. With the use of applications, there is no room to get room service. Using the locator of your mobile device, room service can deliver your order anywhere on the property.

-Obtain local and regional notoriety, then move to the national and international levels over time. In one year.

-Mendoza Hotel tries to give the greatest amount of benefits to its consumers, goals to make them feel that they are being given the best deal in Cadiz compared to direct competition, then we would be talking that we could also be using consumer positioning. -The satisfaction of the clients has to become one of the main objectives of the Mendoza Hotel. Consumers are becoming more demanding, not only seek the best price, but expect to receive good quality service towards them and their stay. For this reason, it is important to take care of

your attention from the time of booking to the after-sales service. -It is important to develop a pricing strategy adapted to the demand of the hotel sector to ensure the success of our Hotel, and that stands out for it. Therefore, entrepreneurs must be able to identify where the peaks of supply and demand are and adapt the price to the needs of the moment. -A hotel that only uses a strategy of price differentiation can end up becoming a commodity, with negative consequences for its future. For this reason, it is important to establish a strategy of product differentiation, highlighting those attributes that make our Hotel different, such as the Spa, the area for dogs, the area for babysitting, its activities ... -Increase 7% the marketing of the Hotel Mendoza through the Social Networks in one year -Carry out effective publicity and promotion campaigns for increase the sales 27% , differentiating them from what does the competition. In one year.

- Take advantage of the possibilities of mobile marketing In this age of Internet and smart phones, the most important things that have a website about the hotel and a booking engine adapted to the mobile. Users are increasingly making inquiries and reservations on mobile devices and tablets and Mendoza Hotel can not afford to lose these potential customers. In fact, according to a recent Google study, 39% of mobile device users to plan their trip. On the other hand, the accommodations, along with the Spa, or different activities can also advertise their services through ads specially designed to be seen on the mobile. -Mendoza Hotel optimize the website for local search (local SEO) -Mendoza Hotel motivate customers to leave comments.

Increase 17% the direct sales in Mendoza Hotel in one year

-Mendoza Hotel give grant discounts to a limited audience.

-Mendoza Hotel offers value-added services.

-Maintain regular contact with loyal customers

Create the prices to obtain the maximum benefit and maximum satisfaction of the customer.

In order to keep clients loyal and ensure that in the future they are booked through the hotel's website, it is essential to maintain regular communication with them. The strategies that is used in this objective can be: The strategie more used in Mendoza Hotel is "the price strategy based on product life cycle". Mendoza Hotel being a new product, they follow the skimming (first high prices, then lowering them to be more competitive), the company believes more appropriate to enter the market with prices that denote prestige and quality, being somewhat higher than the average, staying in time.

â?&#x2013; Dynamic pricing strategy. The prices vary according to the channel, itÂ´s the same when a customer book a room through the agency travel, website official, or metabuscadores.The prices changing depending the customer, the product and the time of duration, so this strategy is very useful in the periods of seasonality, adapting prices in terms of costs. The price will also vary depending on the service or services contracted with Mendozas special bid. â?&#x2013; Differential pricing strategy. To break seasonality, the Mendoza Hotel use prices will be set depending on the time of year or days of the week. The people when check a room in the Mendoza Hotel and they look a special bid, they dont want lost the opportunity, so they book a room. Mendoza Hotel is benefited advance sale strategy; a discount of 10% is made for reservations made at least 30 days in advance. ( only in the www.mendozahotel.com )

-Increase in this year the customer loyalty 30% . Mendoza Hotel wants the customer repeat the next time in the Hotel. -Achieve increase the Mendoza Hotel hotel internal marketing for get win 5.000â&#x201A;Ź in one year. -Recover the capital initially contributed in 3 year.

â?&#x2013;

Strategy of negotiated prices. Mendoza Hotel has special prices for the group or companies programmed and previously negotiated. Mendoza Hotel received a lot of benefit of this strategy. The business people is the favourite segmentation of the hotel. Thus the Mendoza Hotel has a conferences room with capacity.

â?&#x2013;

Price strategy package. Mendoza Hotel has special stays will be offered that include the sale of several services. For example: living room + dining room

The strategy is that the people feel that they are special and they want to repeat because they can see that the customer loyalty is compensated. The strategy is that the Mendoza Hotel has a internal marketing powerful for increase the sales. The strategy is recover the capital initially invested. This strategy will fulfil in more time, in 3 year.

g.2 El/la alumno/a ha definido los recursos necesarios para conseguir lo recogido en el punto g.1. You can use the materials: -“How to build your marketing budget.pdf". -”How to create a marketing budget.pdf”.

Economic resources

Strategies

This manager has the monthly salary of 300€, with a 10% discount on Spa or other activities that clients have in the area of beach.

Achieve high customer satisfaction (8 out of 10 in each aspect to evaluate, both the service rendered and the way of rendering it), in one year.

A qualified person comes to the Mendoza Hotel to give a picture and a meeting about the quality in the service that can offer to the clients, this service of qualified people has a cost of 1278 € a year.

To improve 14% the quality of customer service in Mendoza Hotel.

The establishing incentives for the motivation of the staff have the price of 300€ per year.

Achieve employee satisfaction at 8 out of 10 on the scale of value, based on continuous training and a linkage and identification of the same with the company, its philosophy and needs.

That it has some efforts and objectives to Obtain local and regional notoriety, then fulfill while it concludes the positioning and move to the national and international levels the competition with other Hotels or brands over time. In one year. having a cost of 6,700 € per year.

Mendoza Hotel facilitates pages and applications thinking about the time to make you look for or need an online consultation, also adding the local location, all this with a price of 200 € monthly for the service.

Carry out effective publicity and promotion campaigns for increase the sales 27% , differentiating them from what does the competition. In one year.

Mendoza Hotel has a person in charge of the information of the social networks, managing them and doing everything that they have to fulfill in them, whether they are offers, or the daily use to give it game ... all for the price of 850 € per month and 1020 € on holidays and regional holidays. There is a person in charge of having this relationship with customers to obtain their loyalty and loyalty while making some discounts for the price of € 500 monthly.

Increase 7% the marketing of the Hotel Mendoza through the Social Networks in one year

Elan Swan Fernandez, the men contrated for make the prices and the internal marketing have the price of 20.000€

Create the prices to obtain the maximum benefit and maximum satisfaction of the customer.

The discount that the Mendoza Hotel offer to the guest when repeat in the Hotel is 5%. This have the price of 500€ per year .

Increase in this year the customer loyalty 30% . Mendoza Hotel wants the customer repeat the next time in the Hotel.

Increase 17% the direct sales in Mendoza Hotel in one year

The two tickets of “Real Escuela Arte Ecuestre” in Jerez de la Frontera have the prie of 400€ per year.

For increase the send the Mendoza Hotel decline the prices and this have the price of 900€ per year.

Recover the capital initially contributed in 3 year.

h.1 El/la alumno/a ha realizado un plan de acción claro con estrategias y tácticas claras. You can use page 36 of the document “MARKETING PLAN FOR A HOTEL.pdf”. You can also use the document “Marketing action plan. Tourism boost.pdf”.

STRATEGIES

TECHINQUES

-Take criticism as an opportunity Look at all the complaints about the hotel service as an opportunity to improve them. You should always aim, answer and resolve any complaint in the fastest and most efficient way possible.

Of all our Mendoza The hotel must have a manager who is hidden from all complaints or criticisms to transform or solve them.

-Generates a good working environment Establish an appropriate work environment, pay your employees competitive salaries, and recognize your accomplishments and contributions.

For this purpose there will be a person called a mediator who will be responsible and will go through a meeting or what is considered necessary to find a good working environment and their corresponding competitive salaries.

-Promotes Teamwork Make sure that your staff feels integrated into the work team and that you see how your effort is important to meet business objectives.

For this, there will be a person who takes care of check that the employees are working as a team and value their effort to reach their objectives.

-Train them professionally The people in charge of meeting the needs of the hotel guests must have the appropriate professional knowledge to provide a quality service.

Mendoza Hotel has a person in charge of checking that employees have a good knowledge about how to give a good and better quality of service.

-Provide the necessary tools As far as possible, the staff should not lack the necessary tools to efficiently develop their function, nor the latest technological advances that facilitate the personal attention of the guests.

In Mendoza Hotel there is a service that takes care of giving a review to check that there is no shortage of tools for employees to achieve their goals.

-There are regular meetings Having weekly meetings with staff, where

A person in charge of convening a meeting every week at least advising their

you talk about the quality of the service being provided, will help you get valuable data and reorient what is failing.

employees in advance to monitor if something is missing and to improve on something that can be done.

-Really there is no reason to use paper cards for comments at a time when mobile technology provides the ability to give and get opinions also request service. These are a few of the mobile technology strategies you can perform, just now in your hotel business.

For this we prove that within our Mendoza Hotel we have some mobile applications called MendozaHotelOpinion where you can show comments and opinions and do not need to do them in writing if you do not want.

- Point of comments and service about your experience. The QR code takes guests to a survey where they can provide feedback on their experience at that service point. If you use QuestionPro's online survey tools.

You can place QR codes in various service and experience points like the bathroom, next to the bed, in the Spa, in the pool area.

-You can set a completion option that sends a notification each time you respond to a question in a negative way and the power to provide immediate service to that client.

For it will be a person in charge to read the comments to do something immediately to solve the problem of any negative answer that finds.

-Lavers from the hotel room. There are already technologies that allow customers to safely use their mobile device as a room key.

By sending a unique encrypted signal for each user to the mobile phone's guest.

-With virtual concierges available wherever you are on the property, there is no need to go down the stairs to the lobby for a concierge.

You can to make your dinner reservations, report on the museums in the area and help you plan a romantic evening for his date, etc

-Room Service. With the use of applications, there is no room to get room service.

Using the locator of your mobile device, room service can deliver your order anywhere on the property.

With these benefits for clients it is a trust as the intention to save money and time and entertainment as you can be with your activities on the beach, when you wish and meet your needs for the state of health or what they need , acan be with the Spa.

positioning. -The satisfaction of the clients has to become one of the main objectives of the Mendoza Hotel. Consumers are becoming more demanding, not only seek the best price, but expect to receive good quality service towards them and their stay. For this reason, it is important to take care of your attention from the time of booking to the after-sales service.

For this Mendoza Hotel will have a person in charge of supervising and checking that all the clientele is covering their needs, for it will interact with them creating a good atmosphere in a good relationship and pass polls for who wants to contribute something that needs not Have or need.

- Mendoza Hotel take advantage of the possibilities of mobile marketing

The accommodations, along with the Spa, or different activities advertise their services through ads specially designed to be seen on the mobile.

In this age of Internet and smart phones, the most important things that have a website about the hotel and a booking engine adapted to the mobile. Users are increasingly making inquiries and reservations on mobile devices and tablets and Mendoza Hotel can not afford to lose these potential customers. In fact, according to a recent Google study, 39% of mobile device users to plan their trip.

Mendoza Hotel optimizes the website for local search (local SEO) The optimization of the positioning in the search engines, known as SEO, is essential to make the website of our Mendoza Hotel easily accessible on the Internet.

To optimize the web so that it appears in the results of local searches and thus obtain nearby potential customers. Precisely because there are more and more smart phones, the search for local hotels is increasing. That is why it is essential to optimize the creation profile in local directories and major search engines. In addition, to launch a consistent message and increase the credibility of our accommodation, we should always try to use the same information.

-The Mendoza Hotel motivates customers to leave comments.

It is more than proven that the positive comments that customers write about the Mendoza Hotel have a great effect on the business: they manage to increase the click rates and improve the conversion. That is why, the Mendoza The hotel is dedicated to a section of its website to show them and encourage customers so that, once the establishment has been left, leave some comment on the websites of opinions, such

as TripAdvisor. In addition, customer feedback on Google Maps Plus Local also helps validate it as a trusted business.

-Mendoza Hotel offer grant discounts to a limited audience.

Contracts that establish price similarities between hotels do not allow to offer a more competitive price on the hotel's own website. However, Mendoza Hotel improves their competitiveness perfectly by offering discounts to a part of the audience, using for example their own social networks. (Facebook, Twitter, Instagram, Pinterest, + google.) On Facebook, the most popular social network, the hotel can, for example, offer a limited discount only to its followers. The discount can be applied through a promotional code.

The strategies that is used in this objective could be:

The Mendoza Hotel has one person, Elan Swan Fernandez. He is international marketing graduated, and he is the encargated of decided the prices of the bedrooms and the services.

The strategie more used in Mendoza Hotel is "the price strategy based on product life cycle". Mendoza Hotel being a new product, they follow the skimming (first high prices, then lowering them to be more competitive), the company believes more appropriate to enter the market with prices that denote prestige and quality, being somewhat higher than the average, staying in time. â?&#x2013; Dynamic pricing strategy. The prices vary according to the channel, itÂ´s the same when a customer book a room through the agency travel, website official, or metabuscadores.The prices changing depending the customer, the product and the time of duration, so this strategy is very useful in the periods of seasonality, adapting prices in terms of costs. The price will also vary depending on the service or services contracted with Mendozas special bid. â?&#x2013; Differential pricing strategy. To break seasonality, the Mendoza Hotel use prices will be set depending on the time of year or

days of the week. The people when check a room in the Mendoza Hotel and they look a special bid, they dont want lost the opportunity, so they book a room. Mendoza Hotel is benefited advance sale strategy; a discount of 10% is made for reservations made at least 30 days in advance. ( only in the www.mendozahotel.com ) â?&#x2013;

â?&#x2013;

Price strategy package. Mendoza Hotel has special stays will be offered that include the sale of several services. For example: living room + dining room

-Maintain regular contact with loyal customers

Mendoza Hotel send an email or letter if you wish, once a month informing about the activities that are carried out in the hotel or offering a special rate based on the occupation, with any offer. Sometimes the Mendoza Hotel send the last entry posted on the hotel's blog. With the influx of new technologies and the great amount of information received through email, traditional mail is regaining strength and Mendoza Hotel use this route to maintain contact with their customers.

In order to keep clients loyal and ensure that in the future they are booked through the hotel's website, it is essential to maintain regular communication with them.

-Offer value-added services in the Website Oficial www.mendozhotel.com

Mendoza Hotel include value-added services on the website itself is another effective way to get better offer without breaking the contract of similarity established with other hotels. The hotel use its website to offer potential clients extra services that motivate them to book through this channel. Among the most popular extra services that hotel is free wi-fi access, free parking and breakfast included.

The strategy is that the people feel that they are special and they want to repeat because they can see that the customer loyalty is compensated.

In Mendoza Hotel you can receive prize for your fidelity, for example if you stay in the hotel 1 week ( seven nights) youÂ´ll receive a ticket for two person about â&#x20AC;&#x153;La Real escuela del arte ecuestreâ&#x20AC;? in Jerez de la Frontera. When you repeat in Mendoza Hotel you have 5% dock.

The strategy is that the Mendoza Hotel has a internal marketing powerful for increase the sales.

Mendoza Hotel has contracted one person, Elan Swan Fernandez, he is international marketing graduated and he boost the internal marketing strengthen the brand and he teach to the employees the importance of this.

The strategy is recover the capital initially invested. This strategy will fulfil in more time, in 3 year.

Increase the sales, increase the loyalty customer and doing all the strategies.

http://www.thehotelfactory.com/portfolio_category/plan-de-accion/ http://www.vmarturismo.com/es/marketing-hoteles-turismo-canarias/servicios/planaccion.html

i.1 El/la alumno/a ha establecido mecanismos de control y de calidad en su plan de marketing. You can use the materials: -“Examples of control in a marketing plan.pdf”. “Quality control Wikipedia.pdf Mendoza Hotel has facilities and equipment suitable for the functional, luxurious and modern hotel category. He maintains a leading position in the sector, due to our level of quality in the facilities, which must be accompanied by our level of service, which allows to achieve customer satisfaction, and awareness of the need for their activities , Products and services are carried out with the proper respect for the environment. That is why we have developed and implemented a Quality and Environmental Management system in accordance with the UNE-EN ISO9001: 2008, UNE-EN ISO14001: 2004 and European EMAS Regulation 1221/2009, as proof of our corporate social responsibility . For the achievement of our objectives and goals: We must all be involved, providing and receiving the appropriate information to ensure and continuously improve quality throughout the organization and respect for the environment, this is the best guarantee for our customers. Working as a team, all members of the different areas and enhancing communication, we achieve the increase of motivation, constant improvement of the quality of our products and services, as well as the commitment to respect the environment, making us feel proud of our company, But even more of our professionalism. OUR BUSINESS COMMITMENT It consists of maintaining an appropriate climate so that each and every one of us is satisfied in its role, undoubtedly having an impact on our own and our clients' well-being, understanding that these are diverse according to age, concerns, disabilities ( Sensory, physical, intellectual and psychic), levels of exigency, etc. Encourage everyone in your environment to be trained through the continuity of the Internal Training Plan, so that we are empowered to propose and give solutions in work management, to raise awareness, awareness and environmental communication to all employees and collaborators of the Organization, getting involvement and teamwork. Increase the autonomy of each team: self-inspection, self-control, polyvalence, integration into the various causes of workgroup problems and more training of the people available, before placing more qualified personnel around them.

Maintain a behavior of permanent adequacy to the compliance with the legislation and environmental regulations and current quality that is applicable to us for reasons of activity and geographical location. Implement action, control and prevention / correction measures to reduce environmental impact, minimizing the consumption of natural resources and raw materials, and adequately managing environmental aspects (visual impact, waste generation, atmospheric emissions, noise and wastewater) Establish objectives and goals to ensure the continuous improvement of its environmental and quality management, and carry out internal and external audits of the system to verify that it works correctly, contributing to the conservation of the environment and the achievement of total quality. Keep customers informed, encouraging their cooperation, creating a special link to preserve the environment. The responsibility for the achievement of the Quality and Environment Policy is shared, its principles are reviewed periodically, paying special attention to people and communicating it to all employees and clients and remaining at the disposal of collaborators and interested parties.

j.1 El/la alumno/a ha valorado las implicaciones medioambientales de la implementación de su plan de marketing. You can use the materials: -”The six (6) external environmental forces that can influence your business.pdf” -”What Are Environmental Factors That Affect Marketing Decisions_ _ Business & Entrepreneurship - azcentral.com.pdf” https://www.gestiopolis.com/como-evaluar-impacto-ambiental-hotel-zona-costera/ The Hotel Mendoza recognizes its responsibilities regarding the control and protection of the natural environment. Its senior management is committed to minimizing its environmental impacts derived from its services to avoid adverse effects on its employees, tourists, the community and the Environment. For which it will establish a continuous improvement program that will lead to the concept of sustainable development and will work for ensure that it is maintained and exploited under the condition of satisfying the most demanding customer. The Mendoza Hotel use renovables energy, it has solar pannels.

-General Environmental Hotel Problems: -Measure plan 1. Climatic conditions with high temperatures for much of the year. 2. There is no strategy in gardening, aimed at integrating the ecological functions that must be fulfilled. 3. The system of electric and hydrosanitary networks established in it make numerous records exist. 4. Energy consumption by planned indicators. 5. Consumption of water above planned. 6. Poor condition of the entrance to the beach. 7. The water of the waste treatment system for the irrigation of the gardening is not used. 8. Loss of the visual capacity of the landscape in the areas of the Hotel and its surroundings like the beach. 9. Water costs above planned indicators.

1. Establish measures for the saving of measures that guarantee to reduce the levels of expense that the Hotel has. 2. Accent functions in the gardens or stonecutters in forms of terraces associated with the rooms. 3. Value the change of technology of the waste treatment system for the use of water in the green areas.. 5. The evaluation of the water for the renovation of the pool must be incorporated. 6. Complete signaling of voltages at the electrical outlets and switches. 7. Provide systematic maintenance to the waste treatment system. 8. Installation of solar heaters in those modules of rooms that do not affect the visuals of the Hotel.