Universidad Especializada de las Américas

Facultad de Educación Social y Desarrollo humano

Bachelor's Bilingual Tourism Management

Semester V 2023

Subject: Marketing Fundamentals

Professor: Érica Ortega

Student:

Wendy Sanchez 8-988-2272

Mirellys Pinzón 2-749-2291

Keissy Urriola 2-750-1061

Orlando Sánchez 2-750-738

Final Exam: Marketing Plan

Introduction

According to the knowledges acquired during the course we have the challenge to
create a marketing plan where will be applied all of the feature this covers, it is firstly
important to know what is marketing plan; is a document in text or presentation
format that contains all of the company's market studies, marketing objectives to be
met, tactics to be adopted, and plans for implementation.
Through this Marketing plan you will find analytical marketing and strategic
marketing, but also a tourism marketing plan with all the necessary information it
needs to have.
Now thinking this project could come true we have the purpose to to create a road
map for attaining our marketing objectives and to coordinate our activities toward
increasing brand visibility, recruiting new customers, and nurturing current
connections. We want to increase our market position and create sustainable growth
in a highly competitive marketplace by following the objectives specified in this
strategy.
We are really sure that with all of the points that will be covered in this marketing
plan our company EcoDreams will position with sustained success, generating
potential growth and profitability in the coming years, even months.
 Marketing Plan

Analytical Marketing
Internal Analysis
History
The company with the name EcoDreams emerged after thinking about creating a
company that could provide tourist services such as camping, hiking and
accommodation services with swimming pools. This company is multi-owned which
means that it is managed with multiple owners.

Mission
The mission of this company is to give amazing and enlightening experiences in
natural settings through hotel, camping, and hiking services. We try to link people
with nature's beauty and calm, instilling a deep regard and admiration for the
environment. Our mission is to provide a safe and sustainable retreat for visitors to
reconnect with nature, renew their spirits, and create lasting memories.

Vision
Our company has the vision where we are willing to broaden its offering beyond
typical lodging by delivering new and complementary camping and hiking options.
This can involve planning guided treks, renting camping equipment, hiking classes,
or holding outdoor skills workshops.

Target market
Our target market focuses on young travelers looking for that interaction with nature
and adventure love, but also adult people looking for a relaxing and calming place.
As we are a small company, we are managing a few groups of people to our
installation according to our structure and personal capacity.
Organizational structure

Productive Capacity
EcoDreams has a capacity of forty rooms with different themes of nature and
originality in order to transport our clients to their comfort and relaxation zone.
-30 rooms are multiple
-10 are for couples
Some with their own kitchen and others without it.
Their prices vary according to their benefits and decorations.
Financial Capability
Our marketing budget has $400.00 balboas as a fund to invest in advertising for our
clients, promotions, product development, for market research and other initiatives
that we can think of, also to pay whoever manages our social networks an extra his
salary for uploading our flyers and continuing to study and innovate our social
network pages since 50% of our clients come because of what they see on our
social networks.

Commercial Structure is based on the following activities:

Strategic Structure:
- Customers
- Demand
- Territory
Management Structure
- Selection
- Training
- Motivation
- Remuneration
Evaluative Structure
- Results
- behaviors
- costs
- Cost effectiveness
Market and target audience
Our market and target public is based on the fact that our greatest demand is
couples between the ages of 25 and 45 who are looking for this connection and time
alone to have a quality and relaxation space away from all the stress they
experience daily in their daily lives.
The characteristics of our target public goes in
● Hourly jobs from both.
● Life in the Capital City.
● Green lovers.
● New couples looking to do trips
● Couples in love, some with children, others not.
● They have normal salaries and accommodate to give their time alone.
Since we have advantages such as
Products with better features, we offer excellent customer service, we sell at
comfortable and accessible prices for all kinds of people and we deliver our services
very efficiently.

Distribution Channels
We are a wholesale company since we obtain foreign clients who come with a lot of
interest to investigate our accommodation.
We have the direct channel since the reservations are online, our clients see our
promotions from our social networks, they contact each other and they come, when
they do fairs in the town we deliver the brochures to our clients and we maintain
direct contact.
On the other hand, there is also eternal contact, since as our clients have great
experiences, they advertise us and their comments reach others and that is how we
are obtaining more demands.
 Consumer Analysis
As a company, our first point is to look at the behavior of the client, who would be our
consumer, and for this, we would do a little research, for example, ask them what
they are looking for, what they want to buy to satisfy their needs, and what we can
offer them and that they leave satisfied with it. tourist service that we give them.

Consumer Analysis
Demographic analysis It is aimed at people who like to
be in contact with nature and do
other types of tourist and
adventurous activities.
Age: Young people (18 years old),
adults (30 years old) and older
adults (60 years old), onwards.
Gender: male or female
Nationality: International and
Panamanian.
Occupations: of all kinds (nurses,
teachers, police, etc...)
Income: monthly or biweekly.
Race: The distinction of race
(mestizo, mulatto, etc..)

Global volume and Who it's aimed at are people who Older adults and youth
potential like a natural environment and
being in a completely calm and
relaxed place, with little noise,
distanced from social networks.

Buying roles It is carried out by a process -Promotions through social

carried out by the company as networks: Instagram, Twitter,
the one that plans it, then the one website, YouTube ads.
that influences it so that it finally
reaches the consumer. -Transmission from person to
Digital marketing, and also person.
through clients who have already
had the experiences of staying in
our accommodation, we could
count on their satisfaction and
promote, through it, for the
interest of another client.

Ideal profile People who like a good vacation
or walks peacefully and calmly,
away from technology and urban
life.
There are many people who live
with constant stress or are very
hectic in their lives or work, also
gentlemen who do not know where
to take a walk through quiet places
and for young people it could also
be for their vacations or walks with
their friends or family.
Competition Analysis
EcoDreams is located in Llano Grande de Antón where we have 2 competitions that
would be FINCA SANTA MONICA AND ROYAL DECAMERON GOLF BEACH
RESORT & VILLAS. There is little competition in this area, but of the aforementioned
competitions the strongest is ROYAL DECAMERON GOLF BEACH RESORT &
VILLAS.
ROYAL DECAMERON GOLF BEACH RESORT & VILLAS operates in the Farallon
sector, Rio Hato, Panama and in other Central American countries. Its consumers
are generally children, young people and adults because they have a wide service of
swimming pools, discos, restaurants and a fabulous view of the Pacific Ocean. As for
the elderly, they book very little in these companies due to the scandal, fun, behavior
of children and they do not tolerate these situations, therefore they seek more places
of tranquility, relaxation and peace; they have recognition in Central America; Its
social networks are well known and prestigious because it is one of the best hotels
for its excellent services, amenities, and attention. This company gets many visitors
through social networks and apart from providing a fun service where tourists and
local citizens decide to visit and see what they think and if they meet all their
expectations.
Price Policies: All prices and rates are subject to change, availability and validity
without prior notice and to the regulation of the rate rule of hotel and air plans.
However, the rate that is confirmed to you at the time of purchasing the plan does
NOT vary. Taxes, rates and contributions that affect airfares, hotel rates and other
services offered by DECAMERON S.A. DE C.V. and/or SERVINCLUIDOS S.A. DE
C.V.
The hotel tariff depends on the chosen accommodation. The tourist plane rates in
force at the time of confirmation of the sale and payment of the travel plan will be
respected.
Airline fares can be packaged with air and land tickets; or they are only hotel rates,
and may be reserved through the Decameron offices and/or through the website
www.decameron.co.
THE RATES DO NOT INCLUDE: long-distance telephone calls, laundry service, safe
deposit box, medical assistance, medicine, diving classes and charges that are not
expressly specified in the plan purchased. For some plans there may be particular
terms and conditions
Objectives: guarantee the full satisfaction of the guests by developing quality
services both in their materials and in presentation and cost.
The organization will serve its guests with honesty and integrity; looking for long-term
relationships, avoiding any discrimination; offering services suited to your needs.
All our actions will seek to satisfy guests as long as they do not cause detriment to
business interests or the community, so it is reported upon arrival that the
exploitation of minors is a crime and that our establishment rejects.
Marketing Strategies:
- Royal Decamern sells experience and fun, people only need to be staying to enjoy
the use of all the facilities and services.
- Offers its clients the best offer through the ALL INCLUSIVE DECAMERON plan.
- The organization intends to continue expanding the hotel portfolio and meet the
growing demand of its customers, as well as new markets.
DECAMERON IMPLEMENTED THE MARKET STRATEGY OF MULTIPLE
SERVICES IN A SINGLE RATE WITHOUT COMPETITION, IN LAST YEARS.
Promotion, advertising and merchandising campaigns are very frequent, since every
day they give promotions of 10%, 15% and 20% discounts, they provide free
services and free admission for children under 6 years of age. They upload their
advertisements to all their social networks, websites, magazines and distribute
brochures.
 Strengths weaknesses

Low prices on accommodation Bad customer service

All inclusive plan Not being able to make reservations at

the hotel

Variety of services Lack of trained personnel

It has its own water treatment plant Late delivery of the room by employees

Support from affiliated companies of the

Decameron to bring tourists to Panama

Marketing strategies

FINCA SANTA MONICA operates in the sector of the village of El Chirú, District of
Antón, Province of Coclé, between the towns of Rio Hato and Antón. It is a sector
where the consumers who visit it the most are young children and adults because it
contains an area where children and young people can live with animals and have
fun outdoors, while adults can visit and get to know the museum area, as well as
enjoy the day in the field. This place is not as visitable or recognized, therefore it is
not a competition that we have to worry about because they do not offer the same
services that we do. This company does nothing to get more consumers or make
themselves known to attract people.
Price Policies: Finca Santa Mónica has a single rate, therefore it does not demand
as much at the time of booking because you do not have days in advance to do so.
Your rate includes admission to the museum and visitation of the animals.
Objectives: to recognize the wealth of the Coclesan people and offer locals and
strangers the best tourist, cultural, gastronomic and commercial offer in Coclé
Marketing strategies: The Santa Mónica farm has held 2 fairs to promote tourism and
commerce. The funds raised from these 2 fairs will be used for social works in the
province of Coclé, especially initiatives focused on education and children, according
to organizers.
Promotion, advertising and merchandising campaigns: this place does not have
promotions, its rates are unique. Their advertisements are handled on billboards and
the distribution of brochures.

STRENGTHS WEAKNESSES

Single and cheap rate It is not a visitable place

Good attention and designated guide They don't have social media

Little advertising of the place

Market study
First, it shows how sales in our market are evolving to carry out the sales study
based on the geographical area, that is why we have methods to develop a good
study:
Strategic market analysis:
Competition: Evaluate direct and indirect competitors in the market to identify their
strengths, weaknesses, marketing strategies, prices, market share, and value
proposition.
Market segmentation: make the segmentation shorter with similar characteristics and
needs. This will allow us to identify the most attractive target segments and adapt
strategies.
The Customer: Understand the needs, preferences, behaviors, and demographics of
your target customers.
Pricing and value: Evaluate the prices of your products or services in relation to
competitors and the value perceived by customers.
Keep in mind the analysis of the five forces of Porter:
1.Threat of entry of new competitors: another company that contains the same
services that we offer in our company, would put us at risk of loss.
2. Rivalry between existing competitors: it may seem impossible, but it can happen,
but with differences that we innovate new strategies and as an advantage we have
that the place is completely natural, a situation that our rivals do not have.
3. Threat of substitute products and services: at this point we arrive in any case that
our service is threatened, we would implement others but more updated and
improved.
4. Bargaining power of the provider: good communication, services and good offers
attract more providers who want to acquire and negotiate our tourist services.
5. Customer bargaining power: of course we are aware and ready to negotiate and
stay on good terms when they want to purchase our services.
Analysis of strategic groups: We try to identify similar and group competing
companies into categories or strategic groups based on characteristics, such as size,
market focus, designed technology or business strategy in this case it would be the
types of service, try to make a difference to them by offering a more detailed and
specific perspective on the competition within the industry.

Commercial study on the product

Compared to our competitors EcoDreams has a tourist product where we offer
different services such as camping, hiking and accommodation services with
swimming pools . Next below we give the products category where they are better
explained according to the commercial study:

● Camping Products: We offer a range of camping products such as tents,

sleeping bags, camping stoves, portable chairs, and outdoor cooking
equipment, carefully selected for their durability and functionality.
● Hiking Gear: Our hiking gear includes backpacks, hiking boots, trekking poles,
GPS devices, and other essentials that cater to the needs of hikers, ensuring
comfort and reliability on the trails.
● Accommodation Amenities: In our accommodations, we provide high-quality
bedding, furniture, bathroom essentials, and other amenities to create a
comfortable and relaxing environment for our guests. Our swimming pool
facilities are equipped with safety measures and additional amenities to
enhance the overall experience.

We believe that our products are well accepted by our clients due its high quality and
service offered, even to impact them in long range with good experiences acquired
according to the study results.
Commercial study on prices
According to our products we have made a general study that can be adapted to our
customers needs. Mentioning that we focus on providing memorable experiences to
the needs of adventure enthusiasts, nature lovers, and those seeking a peaceful
retreat.
Our pricing strategy is based on the unique value proposition we provide to our
consumers, taking into account elements such as service quality, facilities, and
overall experience.

Something important is that we understand that the natural season is relevant, that is
why we seek to create a pricing system that takes into account higher and lower
demand periods, while still providing flexibility and appealing prices to match shifting
demand levels.

So we have made this study obtaining the following results:

1. Camping Services: Our camping services are priced based on factors such as
campsite amenities, location, duration of stay, and additional services offered
(e.g., guided tours, equipment rental).
2. Hiking Services: Hiking packages are priced according to the difficulty level,
duration, and scenic value of the trails, as well as any specialized equipment
or guide services required.
3. Accommodation with Swimming Pools: Accommodation pricing varies based
on room types, amenities, proximity to the swimming pool facilities, and any
additional services available.
Commercial study on the purchasing process
As EcoDreams offers services such as camping, hiking and accommodation services
with swimming pools we look forward to the best memorable moment for our clients.
In any given year, we look at each customer's average purchases, which gives us
insight into customer loyalty and value to our business. The customers often make
purchases of our tourism services, which helps us understand their consumption
patterns and their degree of commitment to our company.
Also We assess the total number of customers who have used our services over a
given period of time, which has been good and regular. It gives us an idea of the
customer base and its growth. We also identify opportunities to promote additional
services or improvements in the customer experience, leveraging captive buying and
fostering greater customer engagement and satisfaction.

Analysis of distribution channels

Our company uses different types of distribution channels, so that when our clients
arrive they can see what we offer in our accommodation and thus be able to provide
our tourist services, so that they have a rewarding experience.
Our distribution channels are implemented in our company based on our marketing
strategies and market reach.
-Reservations through social networks and technological applications: we make use
of these virtual platforms, so that it is much easier for our clients when it comes to
knowing more information about the place and the products and services we offer
and of course their reservations. cabins or other activities.
-Direct reservations at the establishment: our clients can make their reservations for
the activities they want to do or for the accommodation, and this can be through
telephone calls, emails or personal visits, this allows us to have direct
communication between the client and the company, also makes us know more
about the person who is requiring the tourist service.
-Travel agency: these agencies are our intermediaries between the client and the
company. Clients can visit these agencies and receive personalized advice on what
we offer in our company, we also have the option virtually and of course we have
affordable prices, which can be negotiated at special rates.
SWOT Summary

Strengths Weaknesses

● We have a privileged location, ● Strong skills

● Limitation of resources.
close to the Interamericana.
● Cost of plane tickets to Panama
● Quality of facilities increases, foreigners drop their
visits
● Good reputation and positive
opinions.
● Good customer service.
● Good tourist services offered.

Opportunities Threats

● Increase in tourism ● Weather changes

● Expansion of the market (tourist ● Economic crisis
services). ● Changes in customer
● Technology and digital marketing. preferences
● International visitors. ● New competitors.
●

Strategic Marketing
In this section you will find our marketing strategies related with EcoDreams
business.
Our marketing strategy for our natural lodging place is based on highlighting the
beauty and serenity of our unique environment, offering our clients an incomparable
experience in the midst of nature. We focus on highlighting the ecological and
sustainable aspects of our accommodation, promoting respect for the environment
and the conservation of natural resources. Our goal is to attract those travelers
looking to escape the bustle of the city and immerse themselves in an oasis of
tranquility. Through advertising campaigns and a presence on social networks, we
will highlight the most attractive aspects of our place, such as its impressive
landscapes, abundant flora and fauna, as well as outdoor activities that can be
enjoyed in the area.
Segmentation in a marketing plan

Demographic segmentation:
● Adventure Travelers: Young or middle-aged people seeking thrills and outdoor
experiences.
● Natural families: Families who want to enjoy outdoor activities and share
special moments in a natural environment.
● Romantic Couples: Couples looking for a romantic getaway in a peaceful and
picturesque setting.
Geographical segmentation:

● National travelers: People who reside in the country and seek getaways near
their place of origin.
● International Travelers: Foreign tourists who want to explore and experience
the natural beauty of the country.

● Psychographic segmentation:
● Nature lovers: People passionate about the environment and committed to the
conservation of nature.
● Peace and Relaxation Seekers: Individuals who crave a calm and serene
environment to rest and rejuvenate.
● Adventurers and Sportsmen: People who enjoy outdoor activities, such as
hiking, biking, kayaking, or climbing.

● Behavioral segmentation:
● Eco travelers: People who value sustainable and environmentally friendly
accommodation.
● Returning Customers: Previous guests who have enjoyed their experience
and are willing to return.
● Seasonal Travelers: People looking for specific getaways depending on the
season, such as skiing in the winter or hiking in the summer.
Positioning

Ecodreams is positioned as a serene and charming refuge in the middle of nature.

We stand out for offering our guests a unique and authentic experience, where they
can escape the hustle and bustle of everyday life and immerse themselves in the
beauty and tranquility of our natural environment. Our position is based on offering
sustainable accommodation that is respectful of the environment, giving our clients
the opportunity to connect with nature and appreciate it in its purest form. In addition,
we are proud to offer a variety of outdoor activities such as hiking, bird watching and
swimming so that our guests can fully explore and enjoy their surroundings. With a
focus on the quality of service, the comfort of our facilities and respect for being one
of the best accommodations in our province of Coclé and fostering a lasting
connection among our guests and nature.
Also that we are one of the most recognized companies in our province at the tourist
level, despite the fact that we are a new company that is starting.
We are heading towards being one of the best companies nationally in offering
high-quality tourist services, selling good experiences.
Tourism Marketing Plan
Here is the tourism marketing plan according to the tourist product.
A tourist product Marketing plan
1. Analysis
Company: EcoDreams

Mission

To give amazing and enlightening experiences in natural settings through hotel,

camping, and hiking services. We try to link people with nature's beauty and calm,
instilling a deep regard and admiration for the environment. Providing a safe and
sustainable retreat for visitors to reconnect with nature, renew their spirits, and
create lasting memories.
Vision

We are willing to broaden its offering beyond typical lodging by delivering new and
complementary camping and hiking options. This can involve planning guided treks,
renting camping equipment, hiking classes, or holding outdoor skills workshops.

Values

EcoDreams provide tourist services such as camping, hiking and accommodation

services with swimming pools. Counting some important values where the company
looks to share and create good interest to save nature, But also selling the greatest
experiences to our customers and helping local business;
● Environmental stewardship
● Customer satisfaction
● Quality and comfort
● Community engagement
● Education and awareness
● Integrity
● Transparency.
Tourist service

As EcoDreams offers services such as camping, hiking and accommodation services

with swimming pools, we look forward to the best memorable moment for our clients.
● Camping Products: We offer a range of camping products such as tents,
sleeping bags, camping stoves, portable chairs, and outdoor cooking
equipment, carefully selected for their durability and functionality.
● Hiking Gear: Our hiking gear includes backpacks, hiking boots, trekking poles,
GPS devices, and other essentials that cater to the needs of hikers, ensuring
comfort and reliability on the trails.
● Accommodation Amenities: In our accommodations, we provide high-quality
bedding, furniture, bathroom essentials, and other amenities to create a
comfortable and relaxing environment for our guests. Our swimming pool
facilities are equipped with safety measures and additional amenities to
enhance the overall experience.

Customers
Our target market focuses on young travelers looking for that interaction with nature
and adventure love, but also adult people looking for a relaxing and calming place.
As we are a small company, we are managing a few groups of people to our
installation according to our structure and personal capacity.

Competition:

EcoDreams is located in Llano Grande de Antón where we have 2 competitions that

would be FINCA SANTA MONICA AND ROYAL DECAMERON GOLF BEACH
RESORT & VILLAS. The organization frequently conducts promotion, advertising,
and merchandising campaigns, offering discounts, free services, and free admission
for children under 6 years old. They promote these campaigns through social
networks, websites, magazines, and brochures. The organization aims to establish
long-term relationships with its guests and avoid any form of discrimination by
offering services tailored to their needs.
There is little competition in this area, but of the aforementioned competitions the
strongest is ROYAL DECAMERON GOLF BEACH RESORT & VILLAS. The price
policy of Finca Santa Monica is simple, with a single rate that does not require
advanced booking. This rate includes admission to the museum and the opportunity
to visit the animals. The main objective of the company is to showcase the richness
of Coclesan culture and provide both locals and tourists with the best tourist, cultural,
gastronomic, and commercial experience in the region. In terms of marketing
strategies, Finca Santa Monica has organized two fairs to promote tourism and
commerce. The funds raised from these fairs are used for social initiatives in the
province of Coclé, particularly those focused on education and children. The
company does not engage in promotional or advertising campaigns, and instead
relies on billboards and brochure distribution to reach potential visitors.

Market positioning

Ecodreams takes pride in offering a range of outdoor activities, such as hiking, bird
watching, and swimming, enabling guests to fully explore and enjoy their
surroundings. The resort's focus on service quality and the comfort of its facilities
sets it apart as one of the top accommodations in the province of Coclé. Despite
being a relatively new company, Ecodreams has gained recognition as one of the
leading tourism companies in the province. The ultimate goal of Ecodreams is to
become one of the best companies nationally in providing high-quality tourist
services and selling unforgettable experiences. The resort aims to establish a lasting
connection between its guests and nature, fostering a deep appreciation for the
natural world. Through its commitment to sustainability and dedication to guest
satisfaction, Ecodreams is on its way to becoming a prominent player in the tourism
industry.
SWOT

Strengths Weaknesses

● We have a privileged location, ● Strong skills

● Limitation of resources.
close to the Interamericana.
● Cost of plane tickets to Panama
● Quality of facilities increases, foreigners drop their
visits
● Good reputation and positive
opinions.
● Good customer service.
● Good tourist services offered.

Opportunities Threats

● Increase in tourism ● Weather changes

● Expansion of the market (tourist ● Economic crisis
services). ● Changes in customer
● Technology and digital marketing. preferences
● International visitors. ● New competitors.
 2. Strategic definition
Our greatest competitive advantage is our natural tourism products because today
many tourists and residents prefer adventure tourism or ecological tourism, which
leads them to choose these types of tourism more: they are places where the whole
family can live together and have a moment of peace and harmony. Therefore, our
ecodreams company will meet all your expectations so that the day you retire you
leave satisfied and so you can spread the word with other friends, families and
acquaintances.
Our marketing strategy to make ourselves known and attract people is by making
donations, using social networks every day to raise our rates, promotions and real
images of everything we offer; We also make ourselves known through posters,
handouts, and radio, magazine, and television advertisements. All these strategies
are very helpful because they make our product grow and become more recognized
every day.

3. Defining tactics
Our tourist product called ECODREAMS we open the doors to all national and
foreign people to enjoy adventure or ecological tourism, we offer a wide variety of
prices both in groups and individuals, everything depends on the services they wish
to acquire; the prices vary from 15.00 balboas to 55.00 balboas; We offer nature
services so that they can live together as a family camping, hiking, bonfires,
barbecues and providing tour guide services, lodging, food, transportation, swimming
pools, barbecue and cooler rental. All our promotions are generally on weekdays,
important days of the country and local festivities, the promotions are a 10% and
15% discount that is given to each price; Their services, prices, and promotions are
published on the website www.Ecodreams.com, Instagram @ecodreams, popular
magazines, and they distribute brochures to recognize our tourism product and
services offered.
 4. Budget
Human Resources
● Salaries and benefits for staff (e.g.,
managers, guides, housekeeping,
maintenance, lifeguards, receptionists)
● Recruitment and training costs
● Employee insurance and taxes
● Staff uniforms and equipment
Facilities and Equipment
● Land or property acquisition or lease
costs
● Construction or renovation expenses
for accommodation units, swimming
pools, common areas, and amenities
● Furniture, fixtures, and equipment for
accommodations, offices, and
recreational areas
● Maintenance and repair costs for
facilities and equipment
● Landscaping and outdoor amenities
development
Marketing and Advertising
● Digital marketing campaigns (website,
online ads, social media promotions)
● Printed materials (brochures, flyers,
business cards)
● Participation in trade shows and
exhibitions
● Public relations and media outreach
● Photography and videography for
promotional content
Technological Resources
● Reservation and booking system software
● Website development and maintenance
● IT infrastructure (computers, servers,
networking)
● Point-of-sale (POS) systems for on-site
transactions
● Security systems (CCTV cameras, alarms,
access control)
Utilities and Bills
Electricity, water, and gas bills
Waste management and recycling services
Internet and telecommunications
Licensing and permits
Insurance (property, liability, etc.)
Miscellaneous Expenses
● Office supplies and stationery
● Cleaning supplies and services
● Security services
● Staff training and development
● Professional fees (legal, accounting,
consulting)
 5. Implementation and control

situation reports
I am pleased to present you with this situation report of our company EcoDreams.
This report aims to provide you with an overview of the current situation of the
accommodation and services offered, highlighting the positive aspects and the areas
that require attention or improvement. Here are the main points:
General condition of the accommodation:
The rooms are in good general condition, with a clean and well-kept appearance.
No significant structural or safety issues have been reported.
occupation:
Over the past month, property occupancy has been high, with an average occupancy
rate of [percentage].
Guest comments and reviews indicate overall satisfaction with the facilities and
services offered.
Customer service:
The customer support team has received additional training to improve the quality of
service and has performed well overall.
A guest feedback system has been implemented to collect opinions and
suggestions, which has resulted in improved customer satisfaction.
Our guests accept that we give good attention to the outdoors when they require the
camping service, and they also really like hiking with our guides.
Maintenance and cleaning:
The maintenance staff has conducted regular inspections to identify and fix
maintenance issues in a timely manner.
The cleaning staff have maintained high standards of hygiene and cleanliness in all
common areas and rooms.
Improvement areas:
Some complaints have been received about the speed and reliability of the Internet
service. It is recommended to carry out an evaluation of the network infrastructure
and take the necessary measures to improve the connection.
It is suggested to review and update the menu to meet guest preferences.
In general, the accommodation has maintained a good level of quality and customer
satisfaction. However, it is important to address the areas for improvement
mentioned above in order to maintain and enhance our company's reputation.
We are committed to guaranteeing excellence in accommodation and guest
satisfaction.

Example 1 - Marketing cost control:

EcoDreams decided to launch a marketing campaign to promote their camping,

hiking, and accommodation services in LLano Grande and attract more customers.
They set a budget of $10,000 for the campaign, which includes online advertising,
brochure printing, and social media promotions. During the course of the campaign,
the marketing team monitors and maintains constant control over the expenses to
ensure they don't exceed the established budget. They track the costs of digital
advertising, brochure design and printing, and promotional content on social media.
If they detect that the expenses are exceeding the budget, corrective measures are
taken, such as adjusting the advertising strategy or seeking more cost-effective yet
effective alternatives.

Example 2 - Deviations from objectives:

EcoDreams sets a goal to accommodate 500 customers during the peak season in
LLano Grande. However, at the end of the season, they discover that they have only
accommodated 400 customers. This represents a negative deviation of 100
customers from the established goal. The marketing team analyzes possible reasons
for the deviation, such as lower accommodation demand, stronger competition, or an
insufficient promotional strategy. Based on the analysis, adjustments are made to the
marketing strategy, such as offering special promotional packages, improving online
communication, or expanding collaborations with local travel and tourism agencies to
attract more customers. These corrective measures aim to correct the deviation and
achieve the established accommodation goal.
Conclusion
In conclusion, creating a thorough tourism marketing plan is essential for any
destination or tourism company to be successful. In this final project, we have looked
at the different elements and tactics that go into making a successful marketing plan.
The target audience must first and foremost be understood. We can pinpoint
important demographics, tastes, and behaviors of potential tourists by conducting
detailed market research. We may design our marketing messages and experiences
to more deeply connect with customers by acquiring insights into their wants and
desires.
Our company EcoDreams is basically specialized for those people who want to get
distracted and be in a completely quiet place full of nature.
Maintaining a company of this type is constantly competitive, so in order not to be
affected it has to resort to new and updated strategies that our clients like, but for all
this they have a very difficult process and to do so it has to be meticulously
elaborated. for the owners and those behind this venture.
The marketing plan is an essential tool for the success of any company or business.
During the process of preparing this plan, we have carried out extensive research,
market analysis, identification of objectives and appropriate strategies. Specific
actions have been established to achieve the desired results and resources and
budgets have been allocated effectively.
The use of various marketing tools, such as advertising, promotions, public relations
and digital marketing, has been considered to maximize the reach and effectiveness
of the company's messages. The strengths and weaknesses of the company have
been identified, as well as such as market opportunities and threats.
For our professional life we now have this knowledge that it is a strategic route that
will guide our company towards the achievement of its business objectives. If
implemented effectively, it will provide a company with a competitive advantage,
helping it to differentiate itself in the marketplace and achieve long-term success.
References

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Annexes

This image represents us practicing how to meet our target clients in class.

Mind map of some marketing strategy elements

● Video of the location of Llano Grande de Anton where our company

EcoDreams is located. https://youtu.be/TKbsjVTTito

Our closest competitions:

Hacienda Santa Monica Hotel Royal Decameron

Marketing Strategies: