Modelo de negocios para la micro cervecería artesanal GÜZMER en la ciudad de Cuenca – Ecuador

Abstract

This work focuses on developing a business model that meets and exceeds the owners' expectations in a competitive market based on the growth of the existing demand for crafted-beer products, which have the advantages of not containing preservatives, dyes, and other elements that are part of the industrial beers. This will be achieved through the development of a craft brewery whose value proposition emphasizes the variety of styles and flavors, being brewed with coffee, cocoa, and pineapple supplies, resulting in unique beers, which will be marketed through specialized brewpubs, restaurants, retail stores, and supermarkets. This work aims to design a business model that allows the introduction of a micro craft brewery to the market in Cuenca, Ecuador; for this purpose, it is essential to establish a scientific-theoretical study that helps to develop the rationale corresponding to the business model problems to be applied. Similarly, the results of the market analysis to be reached are determined, as well as an operating capacity proposal based on the estimated investment; consequently, an economic and financial study is carried out to assess its viability, and lastly, the business model will be developed using the Business Model Canvas framework.