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ANALYSIS BASED ON THE INDUSTRY OF THE HOTEL SECTOR IN MEXICO: POSADAS CASE José G. Vargas-Hernández Departamento de Administración Centro Universitario de Ciencias Económico-Administrativas. Universidad de Guadalajara, Periférico Norte 799 Edif. G201-7, Núcleo Universitario los Belenes, Zapopan, Jalisco, 45100, México Lic. Kurt Tonatiuh Winkler Benítez Kurt Tonatiuh Winkler Benítez, Maestría en Negocios y Estudios Económicos, Centro Universitario de Ciencias Económico Administrativas, Universidad de Guadalajara DOI: https://doi.org/10.31410/tmt.2019.559 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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Abstract: The objective of this brief general market analysis is to determine with the VRIO framework how the Posadas group has managed to maintain itself in the Mexican lodging market. The aim is to understand how in the current panorama of tourism are the main challenges of the Posadas group. The main question that generated this analysis was: Is Grupo Posadas the current leader in the hospitality sector in Mexico? The hypothesis is that the strategies implemented by Grupo Posadas have allowed it to remain in the lodging sector; however, the current elements are not strong enough to be the market leader. So, combining the analysis elements of the market and the VRIO, results were obtained that pointed to Posadas shares, the leadership with IHG Hotels which begins to generate a more marked oligopolistic competition in the field of tourism. Keywords: Tourism, hospitality, industry. REFERENCES Aristegui Noticias. (5 de Marzo de 2019). aristeguinoticias.com. Obtenido de De 20%, la disminución en la derrama económica turística; “lo más complicado está por venir”: Empresario: https://aristeguinoticias.com/0503/mexico/caida-del-turismo-en-mexico-es-un-asunto- de-inseguridad-lo-mas-complicado-esta-por-venir-apple-leisure-group/ DATATUR. (30 de marzo de 2019). Actividad hotelera. Obtenido de Porcentaje de ocupación: https://www.datatur.sectur.gob.mx:81/Reportes/Menu.aspx Expansión. (20 de Marzo de 2019). Empresas. Obtenido de México se ‘va de vacaciones’ y cae en el ranking mundial de turismo: https://expansion.mx/empresas/2019/03/20/mexico-seva- de-vacaciones-y-cae-en-el-ranking-mundial-de-turismo Grupo Posadas. (21 de Febrero de 2019). Grupo Posadas - Finanzas. Obtenido de Resultados Operativos y Financieros: Cuarto Trimestre de 2018: http://cms.posadas.com/posadas/ Brands/Posadas/Region/Mexico/Hotels/Finanzas/Catalogs/Media/Reportes_trimestrales/ Espanol/Trimestres_2018/4T18.pdf Grupo Posadas. (21 de Febrero de 2019). POSADAS. Obtenido de Nuestras marcas: http://www. posadas.com/nuestras-marcas Parkin, M. (2010). Microeconomía. México: Pearson. SECTUR. (Diciembre de 2018). DATATUR. Obtenido de Ranking Mundial del Turismo Internacional : https://www.datatur.sectur.gob.mx/SitePages/RankingOMT.aspx STR Global. (20 de Diciembre de 2018). Documents. Obtenido de Chain Scales: https://www. strglobal.com/Media/Default/Documents/STR-ChainScales2018.xlsx 
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