Creación de un plan de Marketing para el Parque Cerro el Santísimo ubicado en el municipio de Floridablanca, Santander durante 2025- 2026

Abstract

The Cerro el Santísimo Park, managed by CORSANT in Floridablanca, Santander, has operated since the pandemic at 30%-35% of the peak visitor capacity recorded in 2017-2019. This consulting report, developed under a mixed, predominantly qualitative approach, applied an external strategic diagnosis (PESTEL, Porter's Five Forces, benchmarking against Cerro de Monserrate) and an internal diagnosis (Value Chain, VRIO), together with a root-cause analysis using the Five Whys technique, integrated into a Cross SWOT Matrix. The central finding, consistently supported across the analytical frameworks, is that the Park's stagnation is not a market problem nor a shortage of differentiating assets, but an organizational governance problem: a centralized management model that prevents existing assets (the night light-and-water show, the forest reserve, the historical narrative of the Clausen Brewery) from being converted into an active value proposition and into the digital infrastructure needed to capture and retain visitors. Based on this diagnosis, a strategic marketing plan is proposed across four sequential phases —legal and digital enablement, governance transformation, experience redesign, and digital scale-up— over an eighteen-month implementation horizon, with management indicators (KPIs) and an estimated budget. Baseline figures and the illustrative return-on-investment exercise presented are hypothetical and require empirical validation prior to implementation. Keywords: tourism marketing plan; organizational governance; strategic diagnosis; VRIO analysis; value chain; tourism competitiveness