Marketing Plan for Estival Park Resort Superior

Identifier:  TFG:9113

Handle: https://hdl.handle.net/20.500.11797/TFG9113

Authors:  Novozhilov Erina, María

Abstract:
This Bachelor's Final Project aims to develop a tailored and exclusive Marketing Plan for the hotel complex Estival Park Resort, located in La Pineda, in the Costa Daurada region. The goal is to strengthen its market positioning and adapt to the new tourism landscape following the loss of the Russian market in February 2022. The project is based on both internal and external environmental analysis, a situational diagnosis using tools such as SWOT, and proposes new segmentation, positioning, and customized marketing mix strategies. Furthermore, the plan aims to differentiate each hotel within the complex as independent units, and promote digitalization, sustainability, and innovation. Ultimately, it seeks to increase direct sales, reduce intermediation, and enhance customer experience, in line with the Estival Group’s strategy and the competitive landscape of Costa Daurada.