Plan de mercadeo para la empresa Agencia de viajes Luna y Fuego

Abstract

In the tourism sector, there is a wide variety of work areas, allowing companies of different sizes, from SMEs to large corporations, to offer services based on their experience, interests, and skills. However, the pandemic posed a significant challenge, forcing many companies to reconsider their market strategies and reorganize their objectives. In this context, this study focuses on the travel company Luna y Fuego, a business with more than 20 years in the market that has faced multiple challenges and restructurings throughout its history. Therefore, it is essential to conduct a detailed analysis of its current situation, using tools that facilitate the design of a strategic plan aimed at improving its performance. The purpose of this research is to identify opportunities for improvement in order to optimize operations, achieve high-quality standards at efficient costs, and enhance both internal and external customer satisfaction. The active participation of employees, managers, and users is essential in defining the roadmap for the proposed market plan. Moreover, integrating tourism with social responsibility creates new opportunities to expand and strengthen services, such as educational activities for schools. This research will contribute to a broader understanding of the tourism sector by presenting innovative strategies and market tools that enhance the company’s positioning and growth. positioning