Market analysis of the Palmares Las Tunas Extrahotelera Branch

Abstract

In the Cuban managerial context, an application of technics and tools of marketing management is necessary in order to guarantee the quality of the merchandise trade to raise the efficiency and development indexes. The marketing management constitute an essential tool to gain the competitiveness in the process of managerial improvement. The present Cuban Enterprise requires to develop its productive and service processes in order to take the best decisions and so that it can be become into an organization of excellence. This investigation was done in the Extra Hotel Branch Office PALMARES Las Tunas and its objective is to carry out a study of market to know how customers and competition behave themselves. To do this, different technics of scientific investigation were used such as porter analysis, unfolding of the quality function and a general proceeding for the investigation of market. This study concluded that the application of these proposal actions will facilitate a better performance of the marketing management in the entity and will guide it to obtain an upper position in the market, taking advantage of its principal competitive aspects.