Plan Estratégico para la micro Cervecería “2G”.

This project has as its aim to generate a strategic plan to improve the ranking position for the Micro-Brewery 2G, for that, starting from theoretically sustained it was made a strategic diagnosis of its present situation there have been designed strategies. It was applied a methodology with qualitative - quantitative focus by exploratory and descriptive type, the survey and interview technique. Among the strengths rely on skilled staff, quality product, fund affordability, reliable suppliers, and a strategic geographical location. The weaknesses are the undefined processes, an incipient market study, inadequate marketing and advertising, inefficient channels of distribution and sales management. The opportunities listed may be the incentives to develop entrepreneurships, the rise of the demand craft beer, political stability, technological development and innovative production capacity. Meanwhile, the preference for industrial manufactured beer, the limited suppliers for raw material, the rivalry between companies, standardized costs of the products and a potential development of substitute products are listed in the threats. The strategies draw from the results of the SWOT, EEAP and EIM patterns. The analysis of feasibility verified that the plan implementation is workable, the NPV is USD 30.133,74, the IRR is higher than the cost of opportunity and the IBP is lower than 3 years.

• Hovedforfatter: Granja Espinosa, Gabriel Hernán (author)
• Format: masterThesis
• Sprog: spa
• Udgivet: 2022
• Fag: DIAGNÓSTICO ESTRATÉGICO; FACTIBILIDAD; PLANIFICACIÓN ESTRATÉGICA; ADMINISTRACIÓN
• Online adgang: http://repositorio.utc.edu.ec/handle/27000/8404