Strategic marketing planning for Guanabito Mi Hacienda: positioning, differentiation and growth

Abstract

Introduction: The Guanabito Mi Hacienda Farm, a tourist destination that highlights Cuban agricultural culture, faces challenges due to a lack of trained personnel and ineffective management, which limits its visibility. Therefore, this research aims to design a marketing plan with specific objectives, such as analyzing the environment, evaluating the current marketing mix, and identifying microenvironmental factors. Objective: The objective of this research is to design a Marketing Plan for the Guanabito Mi Hacienda Farm located in the municipality of Guanabacoa, Cuba. Methodology: The methodological trajectory employed consisted of two phases: diagnosis and strategic territorial planning. The information collection techniques applied included unstructured interviews with local residents and various experts. Additionally, social network analysis tools such as Facebook and TripAdvisor were utilized. Results: The research facilitated the design of a marketing plan based on strategies aimed at expanding the portfolio of products and services, involving the local population in the project, and improving the farm’s social media positioning. Conclusion: The proposed plan drives local and regional development by providing economic growth opportunities while promoting the preservation of the farm's resources. General area of study: tourism Specific area of study: tourism marketing