Diseño de un plan de marketing para el posicionamiento y crecimiento de marca de la cervecería artesanal Huaira en el Distrito Metropolitano de Quito

Abstract

The present degree work was done in order to design a marketing plan for the positioning and growth of the brand, in this case study the Huaira craft brewery company located at the intersection of Sheygua Street N1-127 and Av. Equinoctial in the Metropolitan District of Quito; Through this plan, the organization will be able to solve certain problems in order to apply it by defining strategies, which will increase and retain the customer base, knowing the tastes and preferences of each of its consumers and also important internal aspects. / external, which will be taken into account when making a decision to improve the company. In the work carried out, the analytical scientific method was used, based on bibliographic sources and study material that allowed to discern the problem in conjunction with the field description in the company. Chapter I where the diagnosis of both external and internal factors is established, in order to know the strengths, weaknesses, threats and opportunities, highlighting that the Huaira brewery company does not have a mission and vision that allows it to know the guidelines regarding its market share as well as knowing where it wants to go, the analysis of Porter's forces with this information is consolidated in the SWOT matrix, improving the level of efficiency, sales services, corporate image and other situations that the organization presents to improve its profitability as a business and in turn enhance the Huaira brand. In chapter II, the marketing plan is elaborated where the strategic axes, the budget, implementation schedule are contemplated and the sales projection is made, determining a cost benefit of 0.70.