Marketing Strategies for Hotel Industry Internationalization in Morelia

Conclusions 
Faced with this situation, que highlights the growing intensification of competition That is taking place in the 
industry, reflecting Both investment fever that is living in the hotel industry in Mexico,: such as the landing of 
large international chains in this Country, it that required the large number of small and medium hotel companies 
Consider new marketing strategies to Improve their competitiveness and enable to continue playing the important 
role in this industry have developed in recent medical support. 
In this sense, one of the lines of action to follow should consider joining the so-called vertical marketing 
systems, in which without losing their independence are integrated into distribution groups allow a better 
competitive that when negotiating position with large distribution groups, higher profitability and efficiency in 
marketing activities, and ultimately from Improve their competitive position. 
Similarly, you must pass what is known as a political marketing targeted intensive distribution strategy where 
instead of working with a very large number of intermediaries is chosen by choosing a smaller number of them, 
but thereby maintaining a high level of cooperation in the distribution, establishing long-term partnerships and 
agreements Between the companies involved. 
Third, a vital strategy for small and medium enterprises through the goal of customer loyalty, que is required 
to develop a clear strategy of differentiation from the competition, constantly looking for a way to offer 
something different from the other and overall consumer satisfaction. In this sense, an aspect of great Importance 
is to enhance the brand image, allowing a clear positioning of the company to the consumer and constant 
innovation policy consumers that look positively surprise each time you stay at the hotel. 

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 Oscar H. Pedraza Rendón et al. / Procedia - Social and Behavioral Sciences 148 ( 2014 ) 271 – 279