Utilização de ferramentas de estratégia competitiva em uma cervejaria artesanal – um estudo de caso

Abstract

Over time, beer lovers have changed their drinking habits, they have become more demanding in their choice of purchase and are increasingly looking for stronger flavors for this product. In this sense, it is extremely important that companies in this sector work their strategies intelligently to stand out from competitors and stay in the market. This paper aimed to analyze the factors that influence the recognition of the company object of study and to propose improvements through the use of competitive strategy tools. A case study with a qualitative and quantitative approach, in which informal interviews, questionnaires and data collection were conducted from a craft brewery located in western Paraná, in order to leverage the competitive advantage of the enterprise. With the results of the research it was possible to elaborate action plans that would direct the company to its strengthening in the field of activity. For future work, a thorough study of the production process is suggested, in order to make it more efficient and reduce operating costs.