Marketing strategies as a tool for improving strategic management of small hotels in Fortaleza

• Autor(a) principal: Solange Maria Santos Freire
• Data de Publicação: 2006
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFC
• Texto Completo: http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3658
• topic: Pequenas Empresas; GestÃo Hoteleira; EstratÃgia de Marketing; Hotel Management; Small Companies; Market Strategies; ADMINISTRACAO

Competition incitement has led companies to update and seek for strategies in order to uphold or increase their performance in the market. The choice for these strategies may imply in the redefinition of the structure, culture, working process amongst other aspects. The work aims at checking the marketing strategies used by small hotels in Fortaleza and their interference in the strategical management. Theoretical references have grounded the accomplishment of a field research, together with the managers of small hotels in Fortaleza, they are integrated with the following: entrepreneur strategies, company of labor service, labor service market, market strategies of labor service, and the hotel industry position in Fortaleza. Semi-structured interviews were used as well as non-probabilistic samples by judgment. The results showed that the lack of knowledge regarding the marketing skills is a very big obstacle for the setting up of efficient strategies. Although many entrepreneurs, intuitively make use of marketing actions, there is a very strong tendency to think that we know what the customer expectsâ, which is something difficult to be changed and needs working on little by little, showing the disadvantages and advantages of knowing exactly what the customerâs needs are, relying on what the customer himself/herself perceives. The major difficulty is not to accomplish the strategies but to choose the most adequate ones, those that can really add some value to the customer and improve competitiveness in the company. The tools used to establish the marketing strategies, need to be flexible because its usage depends on the companyâs level, size and its own flexibility and level of knowledge.