Strategic Marketing Analysis and Planning for Gloria Palace San Agustin Thalasso and Hotel in Spain

Abstract

The tertiary industry on the Gran Canary Island is increasing sharply, comprising a rising number of visitors per year who have brought more wealth than banana plantations could ever have done. Gloria Palace San Agustín Thalasso & Hotel is one of the famous hotels on the Gran Canary Island and it has just experienced a new and significant renovation. Thus, the necessity of a Strategic Marketing Analysis and Planning, as one possible tool to promote the new, modern and comfortable image and to satisfy external customers in an excellent way, has been comprehended. The purpose of this thesis is to contribute a Strategic Marketing analysis and planning by analyzing its aspects in theory and including relevant practical application. This thesis was commissioned by the Marketing and Promotion and Loyalty Department of Gloria Palace San Agustín Thalasso & Hotel

The study used both qualitative and quantitative research methods. In the theoretical part, the thesis concentrated on different aspects of strategic marketing in the tertiary industry. The emphasis is on marketing but the basics of Tourism and Hospitality are also defined. The empirical part includes surveys to investigate the opinions and advices from 1652 accommodated customers, 11 journalists and 50 co-operative travel agencies. Moreover, it has been inspired by the face-to-face interview with the General Manager and the Marketer with eight years of work experience. The outcome of Strategic Marketing plan was implemented with the help of summarizing and analyzing the marketing environment.

The objective is to improve the marketing activities for the newly renovated hotel, provide a positive hotel experience, to improve the clients’ satisfaction and promote the reputation of the hotel worldwide. This thesis also comprises the implementation and control plans which will hopefully help to achieve these goals in the future.