The marketing plan developed for Olatzea Hotel is presented in this

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IKASKETEN AMAIERAKO LANARI BURUZKO
BIBLIOGRAFIAREN DESKRIBAPENA
PC 934 ANX1
Campos OBLIGATORIOS / NAHITAEZ bete beharreko eremuak
AÑO / URTEA (20xx): 2015
Trabajo Fin de Grado (TFG) / Gradu Amaierako Lana (GAL)
☒
Trabajo Fin de Máster (TFM) / Master Amaierako Lana ( MAL) ☐
Título del TFG/TFM / GAL/MALaren izenburua: Plan de marketing Hotel Olatzea
Autor (Apellidos, Nombre) / Egilea (Deiturak, izena): Barreneche Almándoz, Elisa
Director / Zuzendaria: Maria Luisa Villanueva
UPNA / NUP ☒
Otro (Indicar) / Beste bat (Jarri)
Codirector, si existe / Zuzendarikidea, halakorik badago
UPNA / NUP ☐
Otro (Indicar) / Beste bat (Jarri)
Abstract (Resumen de 100-250 palabras)/ Abstract (Laburpena 100-250 hitzetan)
The marketing plan developed for Olatzea Hotel is presented in this final degree project.
This hotel is located in the old mill of Arbizu, which has now been transformed into the new,
comfortable Olatzea Hotel. It is currently owned by the Town Hall, and managed by two selfemployed entrepreneurs since October 2013.
Inglés
Ingelesa
The hotel has just 11 rooms which are occupied during weekends by tourists that have found
the hotel through a marketing intermediary. These intermediaries, charge a commission.
During the week, the occupation is about 25.4% and 30%, and most of these customers come
from the valley companies.
After having realised fairly careful analysis of the situation, these objectives have been
established:
Increase economic benefits by 20%, improve the profitability of sales and corporative image,
increase the sales during the working week, and win customers loyalty. The last objective
consists in positioning the hotel in the mind of consumers for its additional offer.
In order to achieve these proposed objectives, I have selected some marketing strategies, like
market penetration, and product development.
It will be used the marketing mix, to implement the action plan. The commercial actions, will
be related with the product, the prizes and the promotion. The hotel will include guided routes
to the actual offer, will make promotions during the working week for the companies, will be
announced in TopRural one of the most important rural webs, and in a Basque newspaper
called Berria. Moreover, it will offer a quality service to the costumers in order to improve the
hotel image and win them loyalty.
Materias o Palabras Clave (máximo 5) / Gaiak edo hitz gakoak (gehienez 5)
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DESCRIPCIÓN BIBLIOGRÁFICA DEL TRABAJO
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IKASKETEN AMAIERAKO LANARI BURUZKO
BIBLIOGRAFIAREN DESKRIBAPENA
PC 934 ANX1
Marketing plan, rural tourism, rural hotel, Sakana valley, Olatzea Hotel
Campos OPTATIVOS / AUKERAKO eremuak
Castellano
Gaztelania
Abstract (Resumen de 100-250 palabras) / Abstract (Laburpena 100-250 hitzetan)
Materias o Palabras Clave (máximo 5) / Gaiak edo hitz gakoak (gehienez 5)
Euskera
Euskara
Abstract (Resumen de 100-250 palabras) / / Abstract (Laburpena 100-250 hitzetan)
Materias o Palabras Clave (máximo 5) / Gaiak edo hitz gakoak (gehienez 5)
Otro Idioma
Beste hizk. bat
Abstract (Resumen de 100-250 palabras) / / Abstract (Laburpena 100-250 hitzetan)
Materias o Palabras Clave (máximo 5) / Gaiak edo hitz gakoak (gehienez 5)
PC 934 ANX1
Rev 00 – 18/03/2015
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