[en] ABSTRACT: Residence San Francisco Reinosa institution is an entity that has spent many years in Reinosa but is relatively young as a service company. Since the 90s begins to have a business concept, in which ceases to be charitable character. Located in Reinosa, it offers a care for the elderly with varying degrees of dependency, it offers a private service and a day center from Monday to Friday. All of this is in collaboration with the Government of Cantabria for which there are arranged character spaces for both spaces 24 hours and day center Although the company has spent many years in operation, it had not posed a marketing plan. From my point of view it is necessary to carry out a project like this to take advantage of the qualities and balance where we can advocate for better functioning of the Foundation. We intend to achieve higher performance of our infrastructure, which are deprecated and bring us a profit. Not so much economic but rather perception of service quality, conferring us a competitive advantage over other alternatives that appear on our environment. To do this we will carry out marketing strategies; communication, product, price, distribution. The joining of all of them will give us a status quality service by placing ourselves as a leading company in our market. Our budget does not pose a problem, as we adapt to the benefits of the previous year, so we have molded the benefits to the proposed projects. In our Foundation profits are reinvested in projects. All actions taken to carry out these projects will be supervised by our professionals, all of this well structured in the following document by control plans and schedules to plan the content. To achieve success in the projects presented, we need all company employees are involved to the maximum, therefore propose a project intended preferably to them, with the only purpose of facilitating family reconciliation and get a better perception of the company by the workers.

[es] RESUMEN: La Fundación Residencia San Francisco de Reinosa es una entidad que lleva muchos años en Reinosa pero es relativamente joven como empresa de servicios. Desde los años 90 comienza a tener una concepción empresarial en la cual deja de tener carácter caritativo. Situada en la calle Doctor Jiménez Díaz 5 y Calle Peligros 4, ofrece un servicio de cuidado para ancianos con distintos grados de dependencia, dispone de servicio privado y un centro de día de lunes a viernes. La empresa aunque llevas muchos años en funcionamiento no había planteado un plan de marketing. Desde mi punto de vista es necesario llevar a cabo un proyecto así, para aprovechar las cualidades y sopesar dónde podemos incidir para un mejor funcionamiento de la Fundación. Pretendemos obtener mayor rendimiento de nuestras infraestructuras, que están en desuso y que nos aporten un beneficio. No tanto económico si no más bien de percepción de un servicio de calidad, que nos confiera una ventaja competitiva frente a otras alternativas que aparecen en nuestro entorno. Para ello vamos a llevar a cabo estrategias de marketing; de comunicación, de producto, de precio, de distribución. Nuestro presupuesto no es un problema pues lo adaptamos a los beneficios del año anterior, en nuestra Fundación los beneficios se reinvierten en proyectos. Todas las acciones que se realicen para llevar a cabo estos proyectos serán supervisadas por nuestros profesionales, todo ello bien estructurado en el siguiente documento por medio de planes de control y cronogramas para planificar todo.