Requirements for making strategies market oriented hotel sector

Abstract

Small and medium-sized enterprises are key links to the economies of nations grow and become competitive. A key element in the performance of organizations is the implementation of strategies to create competitive advantage. The aim of this study was to determine the requirements for formulating strategies for market orientation in the state of Sonora hotels. The methodology consisted of applying a survey of marketing managers of hotels, investigate the environment and determine the requirements through an analysis of the main interactions of the elements: strengths, weaknesses and threats. The instrument to collect data was validated by a factor analysis. Among the main findings it was found low staff training, little use of technological tools, and lack of cross-functional communication. It concludes that it is necessary to monitor training programs, optimize the use of technological tools, and improve linking companies with universities and government. Finally, unlike other studies found in the literature, which focus on identifying strategies in this research they were obtained requirements to improve market orientation, and each company uses them to formulate their own strategies.