Universidad Católica Boliviana "San Pablo"

ABSTRACT The present research project consists in the elaboration of marketing strategies for the Residential Granada, oriented to raise the level of occupancy of accommodation allowing to satisfy the needs of national and international tourists. The project begins with the identification of the problem, elaboration of the theoretical framework, practical framework and proposal. The proposal specifically developed the mission, vision and objectives of the residential with the participation of the owner and employees of the residential, in order to visualize the importance of these components in the development of the service. In the same way, this work includes the formulation of conservative strategies, specifically market penetration strategies that will allow the residential area to attract more guests. Likewise, it is proposed to implement price adjustment strategies, digital marketing strategy, starting with the creation of a graphic line of the new residential logo, followed by the creation of a web page, fan peich, promotional campaigns on Facebook and Google, as well as proposes improvement of the infrastructure with five specific actions, and last but not least, implementation of training courses for the Residential staff. Finally, the work includes a financial assessment of the strategies to be implemented.