Elección y recomendación estratégica para Room Mate Hotels
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2017-07
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Jaén: Universidad de Jaén
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[ES]El objetivo principal por el que se ha realizado este Trabajo Fin de Grado se debe a la necesidad de conocimiento de las estrategias implantadas en la cadena hotelera Room Mate y de realizar una recomendación de la estrategia que sería más conveniente para la empresa en función de los resultados obtenidos en el análisis estratégico que se realiza. Para llevarlo a cabo se ha utilizado principalmente el manual de Guerras y Navas (2015) y la lectura de los distintos artículos y entrevistas que tienen como protagonista a Kike Sarasola, su equipo directivo y trabajadores. Tras haberse realizado un exhaustivo análisis de toda la información, se ha obtenido que Room Mate sigue una estrategia de diferenciación del servicio que le proporciona una serie de consecuencias positivas y negativas. Tras valorar los distintos atributos y factores, se cree que la estrategia más adecuada es la estrategia hibrida o de relación calidad-precio.
[EN] The main of this dissertatios is the necessity to know the strategies implemented by the hotel chain Room Mate as well as to make a recommendation about the most convenient strategy for the company according to the results from the analysis that we have carried out. We have mainly focused our attention on the work of Guerras y Navas (2015) and the Reading of diferente articles and interviews to Kike Sarasola, his management team and workers. After an exhaustive analysis of all the information, we have concluded that Room Mate follows a strategy of differentiation of the service which provides a series of positive and negative consequences. Taking into account the different attributes and factors , we believe that the most appropiate strategy is the hybrid or even, the value for money strategy.
[EN] The main of this dissertatios is the necessity to know the strategies implemented by the hotel chain Room Mate as well as to make a recommendation about the most convenient strategy for the company according to the results from the analysis that we have carried out. We have mainly focused our attention on the work of Guerras y Navas (2015) and the Reading of diferente articles and interviews to Kike Sarasola, his management team and workers. After an exhaustive analysis of all the information, we have concluded that Room Mate follows a strategy of differentiation of the service which provides a series of positive and negative consequences. Taking into account the different attributes and factors , we believe that the most appropiate strategy is the hybrid or even, the value for money strategy.