Anuario Facultad de Ciencias Económicas y Empresariales (Dec 2015)
Procedure for the Formulation of Comercial Strategies in a Receptive Travel Agency of Santiago de Cuba
Abstract
The present research was carried out in the travel Agency Cubatur Santiago de Cuba with the objective of proposing strategies in order to contribute to the improvement of its commercial administration. It was carried out it an internal and external diagnosis, a DAFO analysis and a scenario analysis which they were defined the objectives, strategies and commercials actions. In this paper were employed different methods, technical and tools such as: the Method of Analysis - Synthesis, the Method ABC and the surveys. Computer programs were also used as the statistical package SPSS version 15.0, the software “Decisions” and the software package MIC-MAC, MACTOR y SMIC-PROB-EXPERT. The research provide a procedure that allows to identify the fundamental problems that affect the commercial activity in the company, as well as the formulation of objectives, strategies and actions in order to improve the making decisions process and to increase the competitiveness.
