Guidelines for the design of positioning strategies for HAVANATUR S.A.'S excursions in the domestic market

Havanatur S.A. travel agency It constitutes one of the main receptive areas in the country; that provides tourist services to and from Cuba, highlighting, among other optional excursions. However, the entity's reports state that in recent years there has been a decrease in its income. Among the elements that negatively affect the agency's activity is the incipient growth of the business portfolio, the insignificant variation in the offer and, in addition, the decrease in the share of some markets. Due to situations beyond the agency's control, such as changes in structure, changes have been perceived in its market share and in its position as a receptive market. In correspondence with the constructive collaboration between the faculty and the agency, the following research was developed, which aims to: Propose the bases for the positioning of the excursion’s product in the Havanatur S.A. travel agency. To achieve this, a series of tools were used to obtain information such as interviews with the entity's specialists, documentary review, Porter's 5 Forces, the Cross Impact Matrix, and customer surveys. The above allowed the identification of the current situation of the company, as well as the performance of the attributes present in the excursions of both the entity and the competition. Finally, the triangulation of information made it possible to prove action guidelines for the agency, to improve its results.